Canadian parents concerned about kids' ability to handle life's ups and downs

Companies Committed to Kids releases 'Taking the Pulse of Canada's Kids: A Landmark Study on Physical, Social, Emotional and Mental Well-being'

TORONTO, Aug. 18, 2015 /CNW/ - In an age of busy schedules and multiple demands on family time, kids' mental well-being is a top concern of Canadian parents, trumping emotional, social and physical well-being in terms of importance. According to Taking the Pulse of Canada's Kids: A Landmark Study on Physical, Social, Emotional and Mental Well-being, released today by Companies Committed to Kids (CCK), parents see resiliency as a critical life skill, and rate the ability to cope with life's ups and downs as the most important aspects of their child's mental well-being.

The new national study, undertaken by CCK to mark the organization's 25-year history of supporting kids' health and wellness, polled Canadian parents of kids 8-12, as well as kids themselves, on their perceptions related to four key pillars of childhood wellness.  It found that while parents want more support across all areas of child wellness, their greatest need is in the area of their kids' mental well-being.

"Today more than ever, we need to help our children develop resiliency and coping skills to deal with life's ups and downs," says Dr. Debra Pepler, Scientific Co-Director of PREVNet and Distinguished Research Professor of Psychology at York University.  "For children, an inability to cope with the stresses and anxieties in their young lives can affect their overall wellness, even as they grow into adulthood.  Parents and other significant adults need to provide encouragement and support to help children learn a wide range of skills and buffer the stresses they inevitably encounter."

"CCK and its members are committed to continuing to work together to seek innovative solutions on issues of importance to child wellness, such as healthy active living, self-esteem, anti-bullying and mental and emotional wellbeing," says Bev Deeth, President of CCK.  "As we mark our 25th anniversary, we do so knowing that while we have already accomplished much, there is still significant work to be done.  This landmark study has established a benchmark and will enable us to chart our course and progress for years to come."



  • 45 per cent of parents rank 'having the emotional skills to cope with life's ups and downs' as the number one factor important to their child's mental well-being.
  • Parent ratings for girls are significantly higher than boys in many wellness areas, including handling life's ups and downs (20 per cent vs. 15 per cent), knowing how to manage stress (17 per cent vs. 10 per cent) and demonstrating perseverance (35 per cent vs. 27 per cent).
  • Canadian parents indicate a need for more support in the mental wellness area (51 per cent), in the emotional wellness area (40 per cent) in the social area, (40 per cent) and in the physical area (36 per cent).
  • The most valuable forms of support identified among parents range from links to issue experts, simple tips, tools & strategies and help opening up discussions.

Taking the Pulse of Canada's Kids is a first-of-its-kind study for CCK as it incorporates insights from both parents and children from across the country.   It was developed in close collaboration with industry partners and leading child well-being experts, including Kids Help Phone,  Dr. Debra Pepler, Scientific Co-Director of PREVNet, The Psychology Foundation of Canada, The Sandbox Project, and YMCA Canada; and fielded by research partner Strategic Navigator via online survey.  The study polled 1,001 Canadians parents of children ages 8-12, representing a diverse range of regions and demographics. Respondents were asked for permission to have their children also participate in the study, and over 85 per cent agreed. Results are accurate with a tolerance of 2.6 per cent at a 95 per cent confidence level.

Companies Committed to Kids (formerly Concerned Children's Advertisers) is a unique non-profit organization and model of corporate social responsibility. Our 17 Canadian member companies are committed to understanding and contributing solutions to challenging issues that impact children, including healthy active living, bullying prevention, media literacy, and mental wellness. The organization is also supported by numerous partners, including child-centred issue experts, advertisers, and broadcasters. As committed Canadian companies, CCK's mission is to contribute to the overall wellness of Canadian children.


SOURCE Companies Committed to Kids

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For further information:

Francine Beck, FB Strategies Group,, +1-416-725-3710
Anne Lovegrove, Companies Committed to Kids, +1-416-566-6644

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