Traditional family time is at risk of becoming history according to new research by Cadbury Heroes, which reveals the average time families talk face to face in a week is less than five hours. Over half of parents (55%) feel a disconnection with their child and that 73% felt that this happened once their child became a teenager.
- Over half (55%) of parents have felt disconnected with their child and 54% wish they could spend more time together as a family
- 46% of families only have four hours conversation with their child per week
- Over 80% of parents have attempted to reconnect with their child by taking an interest in their passions
Parents feel that this ‘endangered’ family time is a result of their children spending large amounts of time playing video games (43%), always being in their bedroom (51%) and spending all evening on their phone rather than quality time with their families. (44%).
The research also revealed that over 80% of parents have taken an interest in their child’s favourite activity in a bid to reconnect with them, with mums and dads listening to their favourite bands or artists (33%), attempting to use slang phrases such as ‘Awks’, ‘dope’ and YOLO in order to connect with their child (25%) and even 20% claiming to learn to play Fortnite in a bid to bond.
To drive awareness of these findings, Cadbury Heroes and the Museum of London have today unveiled the latest historical exhibit of life gone by. Entitled ‘Family Time’, the display features a family in the museum, taking part in ‘endangered’ activities that could become a thing of the past. The installation was created to launch the Cadbury Heroes Families Reunited campaign, a series of films which showcase how shared interests between families can help unlock moments of connection and demonstrate that its “The little things that bring us together.”
Aislinn Campbell Brand Manager of Cadbury Heroes said, “It may seem odd to find a family playing Uno as an exhibit in a museum, but it makes the point that family time as we once knew it is endangered. When Cadbury Heroes burst onto the scene 20 years ago, family time was celebrated, and Heroes was very much part of that – enjoyed while snuggled up on the sofa or shared over a board game with everyone enjoying their favourite. Our Families Reunited films will hopefully show how well it’s reciprocated when a parent goes the extra mile to connect with their child and will encourage more parents to do the same.”
The Cadbury Heroes Families Reunited series sees real parents going to extreme lengths to learn new skills that will help them reconnect with their teenage kids. Coming from Coming from the series director of BAFTA winning First Dates, the first film released tells the story of Dad Heru, who, after feeling distant from his 13-year-old son Jaidon, learns to BMX. The piece shows Heru’s journey, ending when he surprises son Jaidon by competing in a BMX show with an impressive routine, much to Jaidon’s surprise and delight.
Heru commented “I felt Jaidon naturally distancing himself from me because I didn’t have much in common with him anymore. To have something to share and talk about with my son has strengthened our relationship no end and I would encourage other parents to connect and bond over an interest like this.”
Watch all the Cadbury Heroes Families Reunited films here: