COVID 19 - Impact on UAE children

COVID-19 pandemic continues to ravage the world, with significant disruptions in the lives of millions across the globe. Children are no less affected, their routines have been completely altered by school closures, lock-down restrictions, social distancing measures and a new way of schooling-remote learning!

To be able to effectively help children see through these challenges, it is important to first understand what the children are really feeling. We conducted a research in the UAE to take opinions of children in the age group of 5 to 16 years, covering different nationalities and school curriculums.

The results are quite insightful and give us a much-required direction into the extent and type of support required by children during these difficult times.

58% of the children are getting bored. It is important to note that the numbers that feel bored are high, in spite of increased screen and digital play times which have always been on the top of GenZ kids and GenAlpha’s want list. It is evident that children have a much deeper connection with their outdoor play, physically meeting their friends and forming REAL connections.

39% of the children are feeling anxious or worried. Children in the age group of 9 to 12 years seem to be more worried than the younger 5 to 8 year age group, as their developed inquisitive minds that are absorbing a lot of information, do not cease to question, and the uncertain answers continue to add to their worry. They are the most worried about the well-being of their family, specially their grandparents.

18% children also express ‘being Angry’ as one of their top two emotions. It is another way to express their unhappiness with being locked inside and being cut from their most loved friends and school. ONLY 19% children have expressed ‘Normal/Calm’ as the only Emotion, and an insignificant number express being ‘Happy’. Most kids express 'Bored' or 'Worried/Anxious' or 'Angry' as the key emotion or one of the key emotions!

Such emotions stem from the huge list of things children have been missing. We asked them about the top 3 things they are missing, and, time with friends topped the list of almost all children. Other significant ones are their school, the various activities at school, regular outdoor play, and going out with family and friends on weekends. Eating out and ordering food emerged as another big one on their miss-list! Amongst the outdoor places they are missing, parks and beaches top the list. It was surprising to see that Entertainment zones, Malls, shopping for toys, come much later.

What does it mean for the kids focused brands and institutions?

It is heartwarming to see some organizations, institutions and individuals, trying their best to keep children happy, engaged, as well as challenged, but the numbers are not enough. During these times, positive experiences can create lasting memories for children, and a new sense of belonging with those creating such experiences. GenZ particularly has been known to hold high value for authentic, purpose-driven brands, so those that connect and provide support during these times, will definitely have a life-long impact!

Some themes to work on, to support children during this time -

#ActiveIndoors – There are many online articles that suggest activities to keep kids active and fit, but regular ongoing programs to keep them active indoors are not easy to find. Brands that support health, nutrition and fitness should take a lead on developing and running such programs.

#CreativeCommunitySupport – Kids need constant mental stimulation along with physical play. Parents are doing their best to keep the kids creatively engaged, many afterschool institutions/classes are running online and initiating challenges/competitions, children themselves along with their parents are showcasing their creative talents and inspiring others to follow.

However, an organized structure is missing in this approach and is leaving many overwhelmed and confused. Trusted kids brands in Media, Entertainment and Play, have an opportunity to lead these programs and create interest-based creative communities.

The LEGO #letsbuildtogether daily challenge is a great step in this direction. And the most recent #Craftingmemories challenge by FeviCreate is another good initiative in engaging kids and families creatively at a larger community level.

This might also be a good time to support Kids only social networks within their interest groups, with an enhanced level of e-safety and security!

#MentalHealth – For those children who are worried and anxious, it is absolutely essential to help them overcome their anxiety. And, in addition to directly supporting affected children, training parents and educators is also important. Many parents are struggling with answers on how to support children, as they themselves are under a lot of stress!

Schools can play an active role in coaching students, on a daily basis! For younger age groups, just starting the day with talking about how they are feeling, goes a long way.

One of the institutions in UAE that has been actively providing help is Lighthouse Arabia, with specific support to children and their parents.

#FamilyMoments - We had also asked children what they are liking these days - most spoke of the increased family time and how they are spending quality time with parents and others in family. Partnering with parents in creating beautiful family memories is another great way to support during this time!

#E-learningSupport – A complete schooling system including extracurriculars, existing in a virtual environment, was completely unprecedented. Its acceptance and limitations are still being explored, and all engaged – teachers, students and parents will need constant support and guidance in adapting to this big change.

We have conducted a research on children’s experiences with online learning as well, the learnings from the same will be shared soon.

There is no doubt that the world would be very different after this pandemic is over, and while supporting children during this time is extremely important, it is also a good time to rethink, and maybe redesign children’s learning, entertainment and play systems.

The children would also need to adapt to a new normal and it is important that the kids focussed brands and institutions help the young ones adapt to a future that would look considerably different from the current one.

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For further Insights by age groups and nationalities, get in touch with us at - pratibha@sketchnext.com