Fruit Shoot reveals independent research showing the pressure to conform limits children’s ability to discover new passions and interests
- 80% of UK parents feel there is too much pressure for kids to live up to society’s expectations including academic achievements
- Nearly 8 out of 10 (79%) parents say this pressure limits children’s ability to be themselves and discover the things they really love
- 68% of parents believe it is important for children to find their ‘thing’, whether it is a hobby, skill or particular interest
Fruit Shoot has today launched new research revealing that pressures from society risk limiting children’s ability to express themselves and prevent them from finding the thing they really love. In response, ‘It’s My Thing’ launches today, a campaign that celebrates real kids doing what they’re passionate about and champions their self-expression and individuality.
In a survey of 2,000 parents, 68% say that it is important for kids to find their ‘thing’ believing it can boost confidence, happiness and self-esteem. However eight out of 10 (80%) said there is too much pressure for kids to live up to society’s expectations and almost all (79%) said that the pressure means children are not able to be themselves.
Peer pressure (62%), academic responsibility (59%) and social media (48%) were named as the main causes of the pressure. 79% of parents also admitted to feeling the need to push their children into scheduled activities.
NHS Doctor and child health specialist, Dr Ranj Singh believes in helping to raise awareness of the long-term benefits of giving children freedom of expression. He comments: “Kids today are under increasing pressure which not only limits their individuality and sense of self, but can also result in them feeling inadequate. The younger we can start empowering and instilling confidence in kids the better. Having a special ‘thing’ whether a hobby, interest or special skill that they discover themselves can not only help build confidence and self-esteem but will also help set them up for future challenges.“
Following the research Fruit Shoot is encouraging parents across the country to get kids doing their ‘thing’. The brand’s new campaign features real children doing what they love including train-obsessed 10 year old Freddie and Ellie, also 10, whose ‘thing’ is being an equestrian gymnast. The aim is to inspire parents to recognise the importance of kids having a ‘thing’, whatever that is and provide a forum to share ideas for nurturing child creativity and individuality via Facebook. Advice and tips from Dr Ranj Singh will be provided as well as the chance to win prizes to help children discover an activity they are passionate about.
As a broadcaster, author and Mum of two, Cherry Healey is considered a voice of modern parenting. She comments: “As parents we just want our kids to be happy but we’ve all felt the pressure on kids to follow an expected or set path. I’m hoping this campaign can help support other parents who want to give their children the freedom to discover and indulge in their passions, no matter how quirky or different they might be. Let’s encourage and celebrate kids who are doing their thing and loving it."
Kirsty Hunter, brand director at Fruit Shoot commented: “Parents tell us they love Fruit Shoot because with real fruit, no added sugar and an on-the-go format, it gives parents the freedom to let their kids do their thing.”
She continues: “Both the research and our experts’ advice revealed the importance of kids discovering their passion and we managed to find some amazing children who really bring to life the positive benefits of having a thing they love. We hope by highlighting children like Freddie and Ellie in the campaign, providing advice from our experts and offering a forum to provide inspiration we can help parents to encourage their children to ‘find their thing’.”
Involving real children over actors marks a fresh approach for this type of campaign. Feedback from parents revealed that they feel wider marketing and culture feature stereotypical and one-dimensional imagery of ‘perfect’ children and families which doesn’t represent them. It’s My Thing therefore represents a real step change, not just for Fruit Shoot, but for the whole category.
View the It’s My Thing campaign video
Additional Research Results
- 54% of parents said 7-12 is the crucial time when children first begin to develop their own sense of independence and personality
- 59% of parents saying 7-12 is also when kids begin to be affected by the opinions around them making this the age when children are most at risk of becoming influenced by societal pressures
- Top societal pressures parents feel are placed on children:
- Achieve academically (69%)
- Grow up too quickly (66%)
- Fit in with their ‘peers' (55%)
- When asked what steps parents should take to encourage children to explore their special thing:
- 68% said let them try new things
- 58% let them have control over what activities they want to do
Fruit Shoot offers a range of no added sugar drinks to help keep children refreshed in a handy bottle with a no-mess, re-sealable sports cap. Every bottle is free from artificial colours and flavours with no added sugar. Fruit Shoot Core is made with real fruit juice and water with vitamins and no added sugar. Fruit Shoot Hydro is flavoured spring water with zero sugar. Fruit Shoot My-5 is fruit juice and a splash of water. It is schools approved and counts as one of your five a day. Over the past year we’ve reduced sweetness in our No Added Sugar range and added multivitamins.
Our brand purpose is inspiring kids adventurous side. Children tell us real adventure isn’t about one-off activities and special occasions but the opportunity to be creative, try something new and say yes to your adventurous side every day. With real fruit, no sugar and a no-mess on-the-go format, Fruit Shoot gives kids the freedom to ‘do their thing’.