22 July 2003

It's getting Tougher for Kids say parents and grandparents

Growing up is not as easy as we tend to remember it. Older parents and grandparents strongly agree that life is harder for children today compared to when they were growing up. Considering that for some their childhood was during the wars and depression years, things are grim for our kids! But obviously they perceive different hardships than the ones they may have endured such as:

• more pressure to perform academically;
• more social pressures with drugs; and
• greater uncertainty about the future due to international tensions, environmental disasters and the unpredictability of the workforce.

People living in households with lower incomes were also more likely to believe that today's children had it tougher than they did.

Interestingly even the youngest people in this survey (18-29 year olds) were still likely to agree with the statement. In fact they were more likely to agree than the next age group, 30-39 year olds, many of whom have young children themselves.

Not surprisingly single parents were the most likely group to think that life is harder for children today, even those whose children had now left home.

Less educated people, those not completing secondary school, were more likely to agree with the statement (70%) than university graduates (50%).

People who were 'not happy' were more likely to agree that 'life is harder for children today' (71%) than those who were 'very/extremely happy' (57%).

How This Research Was Conducted This topic was included in the ongoing Australians Today Consumer Insights research program conducted by McNair Ingenuity Research between February and May 2003. The survey was conducted by means of a combination telephone interview and self-completion survey amongst over 1,065 adults across Australia. The above information is copyright to McNair Ingenuity Research and may not be reproduced or published without McNair Ingenuity Research's express permission. Contact Matt Balogh ph 02 9966 9133.

You can learn more about McNair Ingenuity Research by visiting www.mcnairingenuity.com or calling Client Services Director Matt Balogh on 02 9966 9133

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