Most parents would give up social media, vacations of a lifetime, and even their best friend for the well-being of their child.
The survey of 2,000 parents of children aged 0-8 looked at what they would be willing to sacrifice if it meant their child would be happy and healthy come school season, and beyond, even when they might catch colds and flu.
Parents would be willing to give up social media (76%), their smartphone (61%) and even electricity (39%) if their child became mentally and emotionally healthy.
Concerts (71%) and sporting events (71%) will also not take place, and 66% said they would give up trips and holidays for the peace of mind they have knowing their child is in good health.
But activities weren't the only thing.
Respondents were also asked which relationships they would be willing to give up.
Many said they would give up their best friend (60%), living with their partner (41%), or the ability to talk to their parents (40%) if it could in some way protect their child from a disease or ailment.
Going one step further, the average parent would be willing to take on over $30,000 in debt to get their child prompt treatment for a cold or flu, only to have them continue to receive treatment for the rest of their life.
Organised by Talker Research TylenolThe survey moved beyond these hypothetical “what ifs” to find out what parents actually do to keep their child as happy and healthy as possible.
Nearly two-thirds (63%) of parents said keeping their child healthy during back-to-school season is their top priority.
Perhaps that's why most people said that in addition to new supplies (85%) and new clothes (82%), medications (52%) and hand sanitizer (75%) are equally essential on the back-to-school shopping list.
The average parent reports thinking more than 16 times a day about ways to keep their child happy and healthy, and two-thirds of parents worry more about their child getting sick at school time than any other time of the year.
In fact, parents report losing an average of five hours of sleep each night to care for their child when they are sick.
“Looking at the data, it's clear that American parents are willing to sacrifice anything if they can ensure their children are always in good physical and emotional health,” said Dr. Mona Amin, Tylenol brand partner, pediatrician and mother.
“With back to school just around the corner, parents have reported that it's shocking how much effort they've put in to prepare for cold and flu season has been lost. When choosing the right medicines, it's important to select trusted brands with a historic reputation. Dye-free and great-tasting products are a benefit for parents – ensuring you don't have to compromise between safety and your child's willingness to take their medicine.”
When respondents were asked how often they check their medicine cabinets, throw out old, expired items and refill with new medications, nearly three-quarters (72%) said they do not do so more than every few months and refill medications an average of four times per year.
Two in five (41%) rarely find expired bottles; yet 10% admitted there are three to six year old bottles lurking in the back.
Parents keep pain relievers and fever reducers (81%), cold and flu medicines (77%), thermometers (73%), tissues (68%) and cough drops (57%) in their medicine cabinets.
However, 71% needed specific medicines for their child in the past year and found they did not have them available, and 38% of parents visited multiple stores to find them.
If not all parents surveyed had access to essential medication, 37% said there was no limit to how far they would travel to get medication, and one in 10 (11%) explicitly said they would travel more than 50 miles.
Over a third (36%) of people would be willing to travel to over 10 different stores to find it for their child.
What would American parents give up for healthy and happy children?
Social media – 76%
TV – 66%
Smartphones – 61%
Food delivery services – 61%
Friends – 60%
WiFi – 55%
Car – 45%
Electricity – 39%
Survey Methodology:
Talker Research surveyed 2,000 parents of children ages 0-8; the survey was conducted by TYLENOL and administered online by Talker Research between July 25 and July 31, 2024.
