Spirit of childhood at risk in region

On our recent trip back home to India I discovered a completely new side to my toddler. My otherwise well-groomed boy got a muddied make-over, and we both seemed to enjoy this transformation.

“He’s a kid and that’s how he’s supposed to be,” echoed the husband.

But, how many of us, actually get to witness this fun side of our children? A scenario unthinkable for many holed up in UAE apartments.

And that’s exactly what the regional report, released by Oreo and YouGov Mena, indicated.

The spirit of childhood in the UAE and the GCC is at risk, with 66% of the adults surveyed registering they don’t get to do fun stuff with their children every day. It exposed that a vast majority of the parents believed that children today are growing up quicker than their previous generations.

“Dubai is like any other big city. The competition is fierce. It’s about getting into the best school, learning an additional language, taking at least four extra-curricular activities and being on top of the game. So, when do they have the time to be just kids?” highlighted Petula Almeida, mother of a two-year-old.

In fact, seven out of 10 parents in the UAE felt their children should have more time to be just kids. “Dubai used to be a very different place 20 years back. There were fewer buildings and more open spaces for kids. Now, unless your building provides a play area, there’s no option for kids,” she added.

Similar findings were reported in other parts of the world, revealed Ipsos Media. “Even in India, people are pressed for time. And a lot has to do with consumerism,” reasoned Sanjukta Mitra, mom of a one-year-old.

The report stated that an impressionable 66% rarely experienced the delight they did when they were children.  “I had to send my son to the Philippines for six-months so that he could experience the childhood I had,” recalled Lee. “Where else will he get to play with sheep and be a village boy?”

Three out of five parents felt doing activities was important, while over 59% detailed they would trade part of their salary in exchange for time with kids. With the exception of a few like Sanjukta, who’ve quit work altogether to spend time with their children. “I didn’t want to miss out on her formative years,” she added.

The study revealed that technology and social media played a dramatic role in distancing parents from their kids, with 62% admitting their families were distracted by it. “Even while we are at home, everyone ends up doing things on their own. Either we are on the phone or watching TV or browsing on the iPad. It blurs the bond with our children,” informed a father of two.

Nevertheless, a promising 86% were committed to ensuring their kids didn’t miss out on their childhood.

“Across all continents and cultures, one thing we have in common is the want to celebrate the child within us,” said Sheeba Philip, Global Brand Director of Oreo.

Conducted over two weeks in February, over 800 parents, in the GCC with children under the age of 18, were interviewed. 

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