Kids Interested in Giving Back

Parents, put away those credit cards -- your kids aren’t as consumerist as you may think। According to a new study by Just Kid, Inc।, 91% of kids want to help others, 58% choose volunteering over playing video games and 38% would rather see money for their gifts go to a worthy cause instead of receiving a present।“We’re seeing a fundamental shift in how kids view themselves and view their role in the world,” said George Carey, founder and CEO of Just Kid। “This study doesn’t say that kids don’t have wants -- because they do -- but people shouldn’t overlook a kid’s desire to give।”The study surveyed 2,000 children between the ages of 6 and14। More than half responded they have the ability to make a positive change in the world, while 9% voted that kids who volunteer are “nerds।” When the children were given a choice between participating on a sports team or a club that raises money for a worthy cause, 51% chose the fundraising club.“There is a big difference between kids saying on a questionnaire that they’d like to help out, and actually doing it,” cautioned child psychologist and Executive Director of Behavioral Associates, Dr. Robert Reiner. “And I’m not just talking about kids. Most human beings say they want to help out, but doing it is a different story.”Just Kid, which offers marketing research and strategies based on children, encourages retailers to provide kids with less selfish purchasing incentives. “Corporations can attract as much attention by offering kids a way to become a positive force for social change as they can if they cater to a child’s more self-indulgent desires,” Carey said. “There are very few better things companies can do to win parents than empowering their kids to change the world.”Although children may express a desire to help others, Dr. Reiner said it all has to do with parental “modeling.”“If a child’s parents are interested [in giving back], there is a chance that they will be interested, too,” Reiner said. “But if adults can’t deny instant gratification, why should we think kids can?”