Parents are prioritizing creative activities with their young children to prepare them for the future, according to a new poll.
The survey of 2,000 parents of Gen Alpha children—born after 2010—examined early childhood parenting and playtime.
Conducted by Talker Research and commissioned by Littlest Pet Shop, the survey found that creativity is a top consideration for parents. Indeed, fully 85% agreed that it is a skill that will help their children stand out in the future job market.
When asked which skills they believe are most essential in childhood development, creativity topped parents’ lists for nearly 7 in ten respondents, with problem-solving tied for second with social skills (63%).
Additionally, it asked how parents believe artificial intelligence (AI) might impact the future careers of this generation and ways they’re planning ahead for it.
Nearly half (47%) are worried about AI impacting job availability for their kids and 45% are concerned 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—but more than one-third (36%) of parents believed that their child’s creativity and imagination will likely decline as they get older.
Four in five parents (81%) also agreed that storytelling should be a part of their child’s daily schedule. To foster the skill of creative storytelling, parents are reading to their kids and telling them stories. 35% are even acting out stories with their children and 30% are joining kids to play dress up.
“The importance of cultivating creativity in early childhood development can’t be emphasized enough,” said Maureen Dilger, a vice president at Basic Fun!, makers of Littlest Pet Shop. “And under the umbrella of creativity, there’s creative storytelling—an essential skill that kids will carry and use throughout their entire lives and in their careers.”
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Nearly all parents (91%) said toys are important for imagination development in children and almost half (46%) will prioritize buying toys that help with creativity building and imagination. 36% also prioritize purchasing hands-on toys for their kids.
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 for engaging in imaginative play with their child.
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“The study found that although parents do want to cultivate creativity and imagination in their kids, they wish they had more tools to encourage these skills even more,” said Dilger.
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