The majority of parents would give up social media, holidays for life, and even their best friend – all for the sake of their child’s well-being.
A survey of 2,000 parents with children aged 0–8 examined what parents would be willing to sacrifice if it meant their child remained happy and healthy, especially as the back-to-school season begins, soon to be followed by the first colds and flus of the year.
To ensure their child could be healthy both mentally and emotionally, parents would be willing to give up social media (76%), their smartphone (61%), and even electricity (39%).
Concerts (71%) and sporting events (71%) would also be sacrificed, and 66% of respondents said they would forgo trips and holidays if it meant the peace of mind that their child’s well-being was at its best.
However, it wasn’t just activities that parents were willing to part with. Respondents were also asked about the relationships they’d be prepared to give up. Many said they would sacrifice their best friend (60%), living with their partner (41%), or even the ability to speak to their own parents (40%) if it meant their child could avoid illnesses and ailments.
Taking this a step further, the average parent said they would be willing to go more than $30,000 into debt if it guaranteed their child would be treated quickly for colds or flu for the rest of their life.
Conducted by Talker Research on behalf of TYLENOL, the survey moved from hypothetical questions to explore what parents actually do to keep their children as happy and healthy as possible.
Almost two-thirds (63%) of parents said keeping their child healthy is their top priority during the back-to-school period.
This could explain why a majority noted that, alongside new supplies (85%) and new clothes (82%), medications (52%) and hand sanitiser (75%) are also essential items on their back-to-school shopping list.
On average, parents reported thinking about ways to keep their children happy and healthy more than 16 times a day, and two-thirds are more concerned about their child falling ill during the back-to-school season than at any other time of the year.
In fact, parents report losing an average of five hours of sleep per night when caring for a sick child.
“Looking at the data, it’s clear American parents are willing to give up pretty much anything if they could ensure their children would always be in good health physically and emotionally,” said Dr Mona Amin, TYLENOL brand partner, paediatrician, and mother. “With back-to-school right around the corner, the lengths parents have already reported they’ve gone to in preparation for cold and flu season is astonishing. When choosing the right medicines, it’s important to pick trusted brands with historical reputations. Products that are dye-free and great tasting are a win-win for parents – ensuring you don’t have to compromise between safety and your kid’s willingness to take the medicine.”
When asked how often respondents go through their medicine cabinets to discard old or expired items and replenish supplies, nearly three-quarters (72%) said they don’t go longer than a few months before checking, replenishing an average of four times per year.
Two in five (41%) rarely find expired bottles, but 10% admit to having a bottle that’s between three and six years old still lurking at the back of the cupboard.
Parents keep their medicine cabinets well-stocked with pain relievers and fever reducers (81%), cold and flu remedies (77%), a thermometer (73%), tissues (68%), and cough drops (57%).
However, 71% have needed specific medications for their child within the past year, only to find they didn’t have it on hand. Of those parents, 38% went to several stores in search of the required medicine.
In the event that parents don’t have the medicine they need, 37% said there’s no limit to how far they would travel to get it, with one in 10 (11%) saying they would drive more than 50 miles.
More than one-third (36%) said they’d even be willing to visit more than 10 different stores to find the medication their child needed.
WHAT WOULD PARENTS GIVE UP FOR HEALTHY AND HAPPY CHILDREN?
- Social Media – 76%
- TV – 66%
- Smartphone – 61%
- Food Delivery Services – 61%
- Friends – 60%
- WiFi – 55%
- Car – 45%
- Electricity – 39%
