According to a recent study, parents are giving priority to storytelling and creativity activities with their children to prepare them for the future.
The survey of 2,000 parents of Gen Alpha Kid examined early childhood development and how it is impacted by play time and creative storytelling.
Along with this, it was also seen how parents believe that artificial intelligence (AI) will impact their children’s careers and how they are planning ahead for it.
Parents reported that their children displayed, or would display, the most creativity at age seven. However, more than a third (36%) predicted that their child’s creativity and imagination would decrease as they grew up.
Powered and commissioned by Talker Research Littlest Pet ShopThe survey found that creativity is the top consideration for parents, as the majority (85%) reported that creativity is a skill that will help their children stand out in the future job market.
The research also revealed that parents believe AI will have an impact on the younger generation and their creativity.
Nearly half of them (47%) are worried that AI is affecting the availability of jobs for their children and 45% are worried that AI will harm their children’s ability to generate new ideas and original ideas.
Taking a step back to see the whole picture, 68% of parents reported that today’s kids are more creative than anyone their age.
When asked which skills they considered most essential to childhood development, parents said creativity (69%), problem-solving (63%) and social skills (63%).
Four out of five parents (81%) also believe that storytelling should be part of their child’s daily schedule and to foster the unique skills of creative storytelling, parents can encourage their children (54 %), telling them stories (52%), acting out stories with their children (35%) and playing dress up (30%).
Basic Fun, creator of Littlest Pet Shop! “The importance of cultivating creativity in childhood development cannot be emphasized enough,” said Maureen Dilger, vice president of global brand marketing at Apple Inc. “And under the umbrella of creativity, is creative storytelling. This is an essential skill that children will adopt and use throughout their lives and in their careers. It is very important that parents have easy and accessible ways to help their children develop creative storytelling skills.
Almost all parents (91%) said that toys are important for the development of imagination in children and almost half (46%) would prefer to buy toys that help build creativity and imagination.
One-third (36%) also prefer buying handmade toys for their children.
Parents are developing creativity by encouraging drawing (62%), listening to music (55%), completing puzzles (48%) and dancing (40%) during play.
However, three-quarters of parents surveyed (76%) wish they had more ideas for engaging in imaginative play with their child.
“The study found that although parents want to foster 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 to get new ideas to help their children develop creative storytelling skills.”
Survey Method:
Talker Research surveyed 2,000 American parents with Gen Alpha children (born between 2010-2024); The survey was commissioned by Littlest Pet Shop and administered by Talker Research and conducted online between August 30 and September 4, 2024.
