According to a recent study, parents prioritize storytelling and creative activities with their children to prepare them for the future.
The survey of 2,000 parents of a Gen Alpha child examined early childhood development and how it is influenced by playtime and creative storytelling.
Along with this, it also looked at how parents believe artificial intelligence (AI) will affect their children’s careers and the ways they are planning ahead for it.
Parents reported that their children displayed or will display the greatest creativity at age seven. However, more than a third (36%) predicted that their child’s creativity and imagination would decline as they get older.
Conducted by Talker Research and commissioned by Littlest Pet Shop, the survey found that creativity is a top consideration for parents, with the majority (85%) reporting that creativity is a skill that will help their children stand out in the marketplace. future of work.
The research also found that parents believe AI will have an impact on the younger generation and their creativity.
Nearly half (47%) of them are worried about the impact of AI on the availability of work for their children, and 45% are worried that AI will harm their children’s ability to generate new ideas and original thoughts.
Taking a step back to see the whole picture, 68% of parents reported that today’s children are more creative than they were at their age.
When asked which skills they believe are most essential in childhood development, parents said creativity (69%), problem solving (63%) and social skills (63%).
Four in five parents (81%) also believe that storytelling should be part of their child’s daily schedule and to foster the unique creative storytelling ability, parents are reading to their children (54%), telling them stories (52%) acting out stories with their children (35%) and playing dress-up (30%).
“The importance of cultivating creativity in early childhood development cannot be overemphasized,” said Maureen Dilger, vice president of global brand marketing at Basic Fun!, maker of Littlest Pet Shop. “And under the umbrella of creativity, there is creative storytelling. This is an essential skill that children will carry and use throughout their lives and in their careers. It’s so important for parents to have easy and accessible ways to help their children grow creative storytelling.”
Almost all parents (91%) said toys are important for developing children’s imagination and almost half (46%) would prioritize buying toys that help build creativity and imagination.
A third (36%) also prioritize buying practical toys for their children.
Parents are cultivating creativity during playtime by encouraging drawing (62%), listening to music (55%), completing puzzles (48%) and dancing (40%).
However, three-quarters of parents surveyed (76%) wish they had more ideas to engage in imaginative play with their child.
“The study found that although parents want to cultivate creativity and imagination in their children, they wish they had more tools to further encourage these skills,” Dilger said. “A good option for these parents is to look to trusted brands for new ideas to help their children develop their creative storytelling skills.”
Survey methodology:
Talker Research surveyed 2,000 American parents with a Gen Alpha child (born between 2010-2024); The survey was commissioned by Littlest Pet Shop and administered and conducted online by Talker Research between August 30 and September 4, 2024.
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