Research has revealed parents’ biggest concern is whether their children are mixing with the wrong crowd.
The study, commissioned to coincide with the launch of Aquafresh Ultimate toothpaste discovered over a third of parents also fear their kids are growing up too quickly and 32 per cent felt sad at their children’s growing independence.
The study, which was commissioned to reveal important truths about the ‘Chapter 2’ pre-tweenage development stage of children, surveyed mums and kids aged eight to 12.
The research discovered that more than three quarters of parents are faced with increasing insolence as their children answer back or simply refuse to do as they have been asked. Up to 50 per cent of mums admitted their kids have even started assuming a more superior position by criticising their behaviour or correcting them in public.
Worryingly over half of the children surveyed confessed they lied to their parents about brushing their teeth. This should raise concern for parents, as sugary sweets came top as kids’ favourite thing to spend money from the tooth fairy on, followed by some distance with toys and computer gadgets coming in second. However, more than two thirds (67%) of children claimed a good smile and teeth were the most important factor for looking good, which would indicate that an opportunity to educate children on their personal health is being missed.
However the growing sense of autonomy of the Chapter 2 stage also brings welcome advantages as children start taking on more responsibility and helping with household chores alongside making decisions for themselves; almost three quarters of parents claimed the increasing independence in their children made them feel proud.
Though children also start asking awkward questions about ‘the birds and bees’ at an average of age eight, incidentally, sex education and adult relationships is the subject parents find most tricky to answer. Whilst almost one in ten mums of eight to nine year olds redirect these sticky questions to their partners, while 29 per cent admit to just blagging it to get through.