Raising Good Kids - National Survey of Parents by Character.org

Raising Good Kids

National survey of parents reveals their commitment and struggles to nurture character

ABOUT ABOUT CHARACTER.ORG CHARACTER.ORG

We are a nonpartisan, non-profit network of educators, researchers, business, sports, and civic leaders who care deeply about the vital role that character plays in shaping the hearts, minds, and choices of every person.

We believe character reveals our common humanity transcending religious, cultural, and ethnic differences. We envision a future where people of all ages are honest, trustworthy, caring, and respectful.

Character.org generates and disseminates new research, ideas, and approaches to foster character development

We’re widely known for our 11 Principles Framework for Schools: A Guide to Cultivating a Culture of Character. More than 1,000 schools in the United States and across the world have been recognized as a National School of Character

We also annually recognize “Champions for Character” -- individuals or organizations who inspire and foster character across our six priority areas: Parents & Families, Schools & Education, Sports & After-School Programs, Character in the Workplace, and International.

PSOS

ABOUT ABOUT IIPSOS

Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing over 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers, or employees.

Our 75 solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques.

Our tagline "Game Changers" sums up our ambition to help our 5,000 customers move confidently through a rapidly changing world.

ABOUT ABOUT THIS STUDY THIS STUDY

Character.org believes that parents and families are a child’s first character educators. We reached out to Ipsos to help us poll American parents about the challenges they face in trying to raise good kids and how they are helping their children navigate a world that is increasingly connected and isolated at the same time.

Character.org wanted to understand how parents feel about raising good kids in the Digital Age, particularly at a time when our nation is experiencing growing division on topics that range from education and healthcare to respect and civility

The survey was conducted in English and Spanish, based on a nationally representative probability sample of 1,034 parents of children ages 6 to 18. The survey was conducted from August 31 - September 16, 2022, using the largest and most well-established online panel.

What we learned is that parents want to raise kids who are honest and respectful, yet emphasizing character gets harder for parents to reinforce as their children get older Parents also wish they had access to more resources to help them set clear expectations for their children.

Surprisingly, we learned that nearly onethird of parents no longer know or use the Golden Rule when it comes to teaching their children how to treat others.

For more information on methodology, including sampling, weighting, and credibility intervals, see the additional notes section at the end of this report.

The Raising Good Kids survey was made possible by a donation from the John Templeton Foundation.

TABLE OF TABLE OF CONTENTS CONTENTS

Key Findings

#1 - Parents are committed but struggle to nurture character 5

#2 - Parents agree on the character strengths they want their kids to care about 7

#3 - A divided, digital world creates challenges for parents and children 10

#4 - It is hard to model and emphasize character 12

#5 - Parents look to schools and their community for help 14

Conclusion 16

The 5 Cs of Character Development 17

Building Character Takes A Village 18

Advisory Board 19 Data Tables 20 Technical Notes 64

Key Finding #1 Key Finding #1

PARENTS ARE COMMITTED PARENTS ARE COMMITTED BUT BUT STRUGGLE TO NURTURE CHARACTER STRUGGLE TO NURTURE CHARACTER

96% 96%

of parents say that they are consistently focused on teaching their children the importance of character, but one in three say their children struggle because parents haven’t done enough to model and teach the importance of character

68% 68%

Over two-thirds of parents admit they could be more proactive emphasizing character

Parents say the top three ways they teach character are through:

Positive reinforcement

Parents today focus more on having conversations with their children about “being a good person” 68% 68%

Among Millennial parents, 73% reported using this language with their children

Among Gen X parents, 65% reported using this language with their children

-

"I do worry that one day someone else may have more influence over my children than me. "

Parent of 7 & 10-year-olds, Georgia

Key Finding #2 Key Finding #2

PARENTSAGREEONTHE PARENTSAGREEONTHE CHARACTERSTRENGTHS CHARACTERSTRENGTHS THEYWANTTHEIRKIDS THEYWANTTHEIRKIDS TOCAREABOUT TOCAREABOUT

When asked to rank the top three of nine character strengths, parents were clear about their priorities:

Honesty (62%)

Responsibility (59%)

Respect (52%)

Kindness and hard work were close behind at nearly 40%, respectively. The other character strengths parents were asked to consider were gratitude (19%), courage (11%), curiosity (7%), and fairness (6%).

believe that children today do not treat others with respect say that children today are not honest say that children today do not show gratitude believe children today are lazy say that children today only care about themselves

PARENTS ARE NOT PARENTS ARE NOT USING THE USING THE

“GOLDEN RULE” WHEN TALKING

“GOLDEN RULE” WHEN TALKING TO THEIR CHILDREN THEIR CHILDREN

Though many parents cite that the values associated with the Golden Rule are important, less than one in five parents (14%) use the Golden Rule phrase with their children.

Over a quarter of all parents (28%) say they are unfamiliar with the meaning of the “Golden Rule.”

"We all grew up understanding the Golden Rule. I use it to ask my children to think about how they would want to be treated in a given situation."

TO

A DIVIDED, DIGITAL WORLD A DIVIDED, DIGITAL WORLD CREATES CREATES

CHALLENGES FOR PARENTS AND CHALLENGES FOR PARENTS AND CHILDREN CHILDREN

94% of parents agreed that children learn how to be a good person from the people around them, so it is not surprising that parents are concerned about the effect of peer pressure, online content, and social media on this generation of “digital natives.”

45% believe children do not do the right thing because of their peers

36% believe social media contributes to their children not doing the right thing

46% of parents, whether they struggle to emphasize character or not, agree that political polarization is negatively influencing their children’s character

88% of parents feel that civility is getting worse in the United States

Parents report how social media, gaming, and the political climate has a negative impact on their children

Online content has a negative influence on my child`s character

Social media has a negative influence on my child`s character

The current political climate and polarization of the U.S. has a negative influence on my child`s character

who find it easy to teach child to be good person

who find it difficult to teach child to be good person

Gaming has a negative influence on my child`s character

PARENTS PARENTS BACKGROUNDS MATTER: BACKGROUNDS

MATTER:

Parents who reported higher incomes ($100K plus, annually) have a higher level of trust with their children’s friends, with 86% believing their children’s peers had a positive impact compared to 60% of parents who reported lower incomes (less than $50K, annually)

72% of parents feel character is less emphasized today than when they were growing up

Half of all parents are concerned that their children

make the same mistakes they made.

will

"I have seen the videos my children come across, and I’m shocked at how kids are treating each other and adults."

- Parent of 9-year-old, New Jersey

Key Finding #4 Key Finding #4

IT IS HARD IT IS HARD TO MODEL AND TO MODEL AND EMPHASIZE EMPHASIZE CHARACTER CHARACTER

Parents with children over the age of 12:

52% believe their child will start thinking they know everything

45% believe their child will start to listen more to their peers than to their parents

41% believe their child will get tired of hearing their parents repeat the same thing

Despite their concerns, parents do less to foster character as their children get older:

Parents with children under 16 (85%) are more likely to be setting clear expectations on what positive behaviors they expect from their children compared to parents of children ages 16-18 (76%).

Parents with children under 16 (90%) are more likely to praise and encourage their child’s positive behaviors than parents of children ages 16-18 (82%).

Parents with children under 16 (85%) are more likely to hold their child accountable to their family rules and expectations than parents with children ages 16-18 (77%).

Parents with children under age 16 (75%) are more likely to have conversations with their children about being a good person than parents with children between the ages of 16-18 (58%).

PARENTS WANT PARENTS WANT MORE CHARACTER- MORE CHARACTERFOCUSED RESOURCES:

FOCUSED RESOURCES:

While two out of three parents (67%) are confident in their ability to influence their children’s character, 47% of parents wish they had more resources available to them to help inspire their child to be a good person.

Parents who find it difficult to teach good character are more likely to want activities at their child’s school that emphasize character.

26% of all parents would like more resources to help them set clear expectations for their child.

"As a parent, I am 'always on.' Like everyone else, I have flaws. And while I want my kids to learn from my imperfections and mistakes, sometimes I feel like I have to be perfect all the time."

Key Finding #5 Key Finding #5

PARENTS LOOK PARENTS LOOK TO TO SCHOOLS AND THEIR SCHOOLS AND THEIR COMMUNITY FOR HELP COMMUNITY FOR HELP

89% of parents agree that teachers have a positive impact on their children’s character

69% of parents, regardless of political party, agree that schools should reinforce character strengths

This is higher among Democratic-affiliated parents (72%) than Republican-affiliated parents (57%)

"I appreciate that teachers are another voice, another role model reinforcing important values to my child. My six-yearold looks up to her teacher. The more positive influences she can encounter, the better."

- Parent of 6-year-old, Alabama

PARENTS PARENTS RECOGNIZE RECOGNIZE COACHES AND MENTORS: COACHES AND MENTORS:

82% of parents agree that coaches and other mentors have a positive impact on their child's character

87% of parents agree coaches have a responsibility to teach important values such as sportsmanship, teamwork, responsibility, respect

CHARACTER CHARACTER IS IMPORTANT IS IMPORTANT TO SUCCEED IN LIFE TO SUCCEED IN LIFE

Parents overwhelmingly agree (85%) that being a good person helps one succeed in life.

Almost nine in ten parents (88%) believe good character is more important to having a happy life than a good income.

Parents feel so strongly about the benefits of good character that 67% of parents believe that employers should prioritize character more than skills when hiring new employees.

CONCLUSION CONCLUSION

At a time when our nation struggles with division, isolation, and incivility, parents today agree on the core values and character strengths they want their children to care most about. Honesty. Responsibility. Respect. These are the core values that parents need their schools, youth sports teams, and after-school programs to emphasize and reinforce. These are also the character strengths parents want their civic and national leaders to model.

Parents need to consistently reinforce the importance of character. While parents often face significant challenges as their children get older, it is critical for parents to continue to set clear expectations for their children, especially during the preteen and teen years. In addition, parents need to celebrate the moments and situations when their children “do the right thing” for intrinsic reasons.

Parents also appreciate the effort and commitment of their children’s school to foster character, as well as the programs and sports teams their children participate in after school. It is critical for parents to find ways to recognize and express their gratitude to the educators and coaches who work hard to model and reinforce a culture of character in their

THE FIVE C’S THE FIVE C’S OF CHARACTER DEVELOPMENT OF CHARACTER DEVELOPMENT

The findings from the survey suggest five essential steps for parents to take to ensure that their child grows into a thriving person of character:

#1 – Commitment

Parents need to commit to model and reinforce to their children the core values and character strengths that mean the most to them. Honesty. Responsibility. Respect. Kindness. Hard work. Gratitude. Parents also need to be creative and provide meaningful experiences that reinforce how important these character strengths are to the family’s core values. Over time, these guiding principles will become for their children beacons of goodness and inspiration, even when no one is looking.

#2 – Consistency

It’s easy to post a list of the family’s core values on the refrigerator. It’s much more difficult for parents to be consistent, especially the consistency required to reinforce the expectations that their children be honest, grateful, and caring (among other character strengths). Consistency lets children know what to expect and what is expected of them. Of course, all children will push boundaries, but inconsistency only confuses children. When it comes to the character strengths, parents need to set clear expectations and explain why these habits of mind, heart, and choices are important to being a good person.

#3 - Conversations

We know that the phrase “We need to talk” freaks kids out, but parents too often avoid having a conversation about character with their children, especially as their children get older. While it may not be easy to talk to a child after they have lied or been disrespectful, parents who avoid talking to their children about serious matters quickly lose their child’s trust and connection.

#4 – Community

Every adult involved in a child’s development – teachers, coaches, neighbors, religious or spiritual leaders – are critical to modeling and upholding the core values parents care most about. Parents need to recognize and support the efforts of these adults to model and foster the importance of doing the right thing, at the right time, in the right way, and for the right reasons.

#5 – Celebration

Parents need to find ways for their children to be involved in their own character growth. Optimal character development occurs when children begin to make self-motivated commitments to consistently practice a core value (e.g., “I want to be the kind of person who is always honest and shows up on time”). Parents need to celebrate these moments so their children recognize that they can shape and define their own character.

BUILDING BUILDING CHARACTER CHARACTER TAKES A VILLAGE TAKES A VILLAGE

The “5 Cs of Character” serve as a roadmap for parents who want to inspire their children to build their own “moral compass.” Yet we know that parents can’t do it alone. Below are a set of questions for schools, coaches, after-school programs, and workplace leaders to consider as they strive to create their own culture of character.

For Educators

How are you encouraging students of all ages to understand, care about, and consistently practice the core values, character strengths, and social-emotional skills that will enable them to flourish in school, in relationships, in the workplace, and as citizens? What else could your school be doing to weave character into the very fabric of the school’s culture?

For Coaches

How do you foster and model character that extends beyond the strengths of sportsmanship, resilience, or hard work? In what ways do you intentionally model and reinforce the core values of integrity, service to others, and gratitude? Do you let parents know when their children exhibit or model positive character?

For After-School Programs

Do parents understand how your program provides opportunities for their children to practice a wide range of character strengths and social-emotional skills, from confidence and selfdiscipline, to hope, resilience and service to others?

For Workplace Leaders

What steps and structures have you put in place to create a culture of character? Does your company or organization strive to “hire for character…and train for skill?”

To learn more about parenting-for-character, visit us at Character.org.

ADVISORY ADVISORYBOARD BOARD

Character.org is grateful to our Advisory Board for their invaluable assistance and feedback in the design of the survey and their analysis of our key findings.

Dr. Maryam Abdullah

Parenting Program Director

Greater Good Science Center

University of California, Berkeley Executive Director Dr. Jillian Baker Center for Parent & Teen Communication Division of Adolescent Medicine Children's Hospital of Philadelphia

Author Dr. Michele Borba

Thrivers: The Surprising Reason Why Some Kids Struggle and Others Shine

Unselfie: Why Empathic Kids Succeed in our All-About-Me World

Professor Emeritus, State University of New York at Cortland

Dr. Thomas Lickona Founding Director, Center for the 4th and 5th Rs (Respect and Responsibility)

Author, Raising Good Children: Educating for Character

Dr. Richard Weissbourd Director, Making Caring Common Project

Senior Lecturer, Harvard Graduate School of Education

Author, The Parents We Mean to Be: How Well-Intentioned Adults Undermine Children's Moral and Emotional Development

RAISINGGOODKIDS RAISINGGOODKIDS-CHARACTER.ORG'S -CHARACTER.ORG'S

NATIONALSTUDYOFPARENTS NATIONALSTUDYOFPARENTS

Conducted by Ipsos’ KnowledgePanel®

A survey of American Parents with children ages 6-18

Interview dates: August 31 - September 16, 2022 Number of interviews, adults: 1,034

Margin of error for the total sample: +/-3.35 percentage points at the 95% confidence level

NOTE: All results show percentages among all respondents, unless otherwise labeled. Reduced bases are unweighted values.

NOTE: * = less than 0 5%, - = no respondents

ANNOTATEDQUESTIONNAIRE: ANNOTATEDQUESTIONNAIRE:

S1. Which of the following types of school is your oldest child currently enrolled in?

Total Parents (N=1,034) Millennial (N=411) Gen X (N=545)

Private elementary school 3% 4% 2%

Private middle school 1% 1% 1%

Private high school 4% 2% 5%

Public elementary school 25% 41% 10%

Public middle school 13% 16% 12%

Public high school 36% 25% 45%

2- or 4-year university 5% 1% 10%

Community college 2% 2% 3%

Home schooled 6% 6% 6%

Something else 3% 3% 3%

None/Not applicable 3% 1% 4%

Skipped **

11.HOWIMPORTANTAREEACHOFTHEFOLLOWINGFORYOUTOTEACHYOURCHILD? .HOWIMPORTANTAREEACHOFTHEFOLLOWINGFORYOUTOTEACHYOURCHILD?

Very Important Summary Table

Total Parents

Millennial Gen X

Being a good person 92% 93% 92%

Being responsible with money 83% 81% 85%

Being successful in school 70% 70% 69%

Eating healthy 63% 62% 64%

Having friends 44% 38% 49%

a. Eating healthy

Total Parents

Millennial Gen X

Very important 63% 62% 64%

Somewhat important 31% 35% 30% Neither important nor unimportant 2% 1% 69% Somewhat unimportant 1% 1% 1% Very unimportant 2% 2% 2% Skipped - -Important (Net) 95% 96% 94% Unimportant (Net) 3% 2% 3%

b. Being successful in school

Total Parents

Millennial Gen X

Very important 70% 70% 69%

Somewhat important 24% 25% 25% Neither important nor unimportant 2% 2% 2% Somewhat unimportant 1% 1% 1%

Very unimportant 3% 2% 3% Skipped * - 1%

Important (Net) 94% 95% 94% Unimportant (Net) 3% 3% 3%

c. Being a good person

Total Parents Millennial Gen X

Very important 92% 93% 92%

Somewhat important 4% 4% 4% Neither important nor unimportant 1% 1% 1%

Somewhat unimportant - -Very unimportant 3% 2% 3% Skipped * * * Important (Net) 96% 97% 96% Unimportant (Net) 3% 2% 3%

d. Being responsible with money

Total Parents Millennial Gen X

Very important 83% 81% 85%

Somewhat important 13% 15% 11% Neither important nor unimportant 1% 2% *

Somewhat unimportant 1% * 1% Very unimportant 3% 2% 3% Skipped * *Important (Net) 96% 96% 96% Unimportant (Net) 3% 2% 3%

e Having friends

Total Parents Millennial Gen X

Very important 44% 38% 49%

Somewhat important 41% 44% 39% Neither important nor unimportant 10% 12% 8%

Somewhat unimportant 3% 4% 3% Very unimportant 2% 2% 2% Skipped 1% 1% * Important (Net) 85% 82% 88% Unimportant (Net) 5% 5% 4%

2.HOWCONCERNEDAREYOUABOUTEACHOFTHEFOLLOWINGRIGHTNOW? 2.HOWCONCERNEDAREYOUABOUTEACHOFTHEFOLLOWINGRIGHTNOW?

Concerned Summary Table

Total Parents Millennial Gen X

Amount of time your child spends distracted on electronic devices 64% 65% 63%

Your child’s emotional wellbeing 54% 58% 49%

Your child’s patience and self-control 46% 54% 37%

How your child is treating you 31% 39% 22%

How your child is treating their siblings 30% 38% 23%

How your child is treating children outside your family 26% 34% 17%

How your child is treating other authority figures (e g teachers, coaches, spiritual leaders) 25% 32% 19%

a. Your child’s emotional wellbeing

Total Parents Millennial Gen X

Very concerned 26% 29% 22%

Somewhat concerned 28% 29% 27% Not very concerned 30% 26% 35% Not at all concerned 16% 16% 16% Skipped * *Concerned (Net) 54% 58% 49% Unconcerned (Net) 46% 41% 51%

b. How your child is treating children outside your family

Total Parents Millennial Gen X

Very concerned 13% 19% 8%

Somewhat concerned 12% 16% 10% Not very concerned 31% 28% 34% Not at all concerned 43% 38% 48% Skipped * - 1%

Concerned (Net) 26% 34% 17% Unconcerned (Net) 74% 66% 82%

c. How your child is treating their siblings

Total Parents Millennial Gen X

Very concerned 12% 16% 9%

Somewhat concerned 18% 22% 14% Not very concerned 29% 26% 31% Not at all concerned 41% 35% 46% Skipped * * * Concerned (Net) 30% 38% 23% Unconcerned (Net) 70% 62% 77%

d. How your child is treating you

Total Parents Millennial Gen X

Very concerned 14% 19% 9%

Somewhat concerned 17% 21% 13% Not very concerned 33% 29% 37% Not at all concerned 36% 31% 41% Skipped * *Concerned (Net) 31% 39% 22% Unconcerned (Net) 70% 61% 78%

e How your child is treating other authority figures (e g teachers, coaches, spiritual leaders )

Total Parents

Millennial Gen X

Very concerned 13% 17% 8%

Somewhat concerned 13% 15% 11% Not very concerned 29% 27% 31% Not at all concerned 46% 41% 50% Skipped **

Concerned (Net) 25% 32% 19% Unconcerned (Net) 75% 68% 81%

f Your child’s patience and self-control

Total Parents Millennial Gen X

Very concerned 16% 21% 11%

Somewhat concerned 30% 33% 27% Not very concerned 32% 28% 37% Not at all concerned 22% 18% 26% Skipped * *Concerned (Net) 46% 54% 37% Unconcerned (Net) 54% 46% 63%

g. Amount of time your child spends distracted on electronic devices

Total Parents Millennial Gen X

Very concerned 19% 20% 18%

Somewhat concerned 44% 45% 44% Not very concerned 24% 23% 26% Not at all concerned 12% 12% 12% Skipped * 1%Concerned (Net) 64% 65% 63% Unconcerned (Net) 36% 34% 38%

3.THINKABOUTSOMEONEWHOYOUWOULDDESCRIBEASHAVING“GOOD 3.THINKABOUTSOMEONEWHOYOUWOULDDESCRIBEASHAVING“GOOD CHARACTER.”WHATQUALITIESORCHARACTERSTRENGTHSDOESTHISPERSON CHARACTER.”WHATQUALITIESORCHARACTERSTRENGTHSDOESTHISPERSON EXHIBIT? EXHIBIT?

OPEN-ENDED RESPONSES PROVIDED SEPARATELY

4.INYOUROPINION,WHATKINDOFANIMPACTDOTHEFOLLOWINGHAVEONYOUR 4.INYOUROPINION,WHATKINDOFANIMPACTDOTHEFOLLOWINGHAVEONYOUR CHILD’SDEVELOPMENTASAHUMANBEING? CHILD’SDEVELOPMENTASAHUMANBEING?

Total Positive Impact Summary Table

Total Parents Millennial Gen X

Your child’s teachers 89% 90% 89%

Your child’s coaches or other mentors (e.g. theatre directors, instrument teachers, religious leaders, etc ) 82% 81% 83%

Your child’s friends 76% 74% 79% Video games 14% 18% 12% Social media 11% 9% 12%

a. Your child’s friends

Total Parents Millennial Gen X

Major positive impact 11% 11% 11%

Positive impact 65% 63% 68% No impact 13% 14% 12% Negative impact 8% 10% 6%

Major negative impact * 1% *

Does not apply 2% 2% 2%

Skipped 1% 1% 1%

Positive impact (Net) 76% 74% 79% Negative impact (Net) 9% 10% 7%

b Your child’s teachers

Total Parents Millennial Gen X

Major positive impact 25% 31% 20%

Positive impact 64% 59% 69% No impact 7% 6% 7% Negative impact 2% 10% 6%

Major negative impact **

Does not apply 2% 2% 2% Skipped * * *

Positive impact (Net) 89% 90% 89% Negative impact (Net) 2% 3% 1%

c. Your child’s coaches or other mentors (e.g. theatre directors, instrument teachers, religious leaders, etc.)

Total Parents Millennial Gen X

Major positive impact 21% 21% 20%

Positive impact 61% 60% 63% No impact 8% 7% 8% Negative impact 1% 1% 1%

Major negative impact **

Does not apply 9% 11% 8% Skipped * * *

Positive impact (Net) 82% 81% 83% Negative impact (Net) 1% 1% 1%

d Social media

Total Parents Millennial Gen X

Major positive impact 1% 2% 1%

Positive impact 9% 8% 11% No impact 22% 22% 20% Negative impact 46% 41% 51%

Major negative impact 12% 12% 11% Does not apply 10% 2% 6% Skipped * * 1% Positive impact (Net) 11% 9% 12% Negative impact (Net) 58% 53% 62%

e. Video games

Total Parents Millennial Gen X

Major positive impact 1% 1% 1%

Positive impact 13% 17% 10% No impact 41% 37% 44% Negative impact 33% 31% 34%

Major negative impact 5% 5% 4% Does not apply 8% 9% 6% Skipped 1% * 1%

Positive impact (Net) 14% 18% 12% Negative impact (Net) 37% 36% 37%

5.LOOKINGBACKONTHELASTYEAR,TOWHATEXTENTDIDTHEFOLLOWINGIMPACT 5.LOOKINGBACKONTHELASTYEAR,TOWHATEXTENTDIDTHEFOLLOWINGIMPACT YOURCHILD’SSTRESSAND YOURCHILD’SSTRESSANDEMOTIONALWELLBEING? EMOTIONALWELLBEING?

Major Impact Summary Table

Total Parents

Millennial Gen X

The Covid-19 pandemic 24% 23% 24%

Remote learning 20% 19% 21% Mass shootings 15% 15% 14% Current political climate in the U.S. 8% 6% 10%

Economic uncertainty 8% 8% 9% Climate change 6% 5% 7% War in Ukraine 4% 3% 4%

a. The Covid-19 pandemic

Total Parents

Millennial Gen X

Major impact 24% 23% 24%

Moderate impact 36% 36% 37% Minor impact 27% 24% 30% No impact 13% 17% 10% Skipped * * *

b. Mass shootings

Total Parents Millennial Gen X

Major impact 15% 15% 14%

Moderate impact 18% 13% 22%

Minor impact 31% 28% 34% No impact 36% 44% 29% Skipped * 1% *

c. War in Ukraine

Total Parents Millennial Gen X

Major impact 4% 3% 4%

Moderate impact 10% 10% 10% Minor impact 26% 20% 30% No impact 61% 67% 56% Skipped * * *

d. Economic uncertainty

Total Parents Millennial Gen X

Major impact 8% 8% 9%

Moderate impact 16% 16% 14% Minor impact 27% 24% 29% No impact 49% 52% 47% Skipped * * 1%

e. Climate change

Total Parents Millennial Gen X

Major impact 6% 5% 7%

Moderate impact 11% 11% 11% Minor impact 22% 20% 25% No impact 60% 65% 57% Skipped **

f. Current political climate in the U.S.

Total Parents

Millennial Gen X

Major impact 8% 6% 10%

Moderate impact 18% 16% 19% Minor impact 28% 24% 32% No impact 46% 54% 38% Skipped * * *

g Remote learning

Total Parents Millennial Gen X

Major impact 20% 19% 21%

Moderate impact 27% 28% 27%

Minor impact 23% 20% 26% No impact 30% 33% 26% Skipped **

6.OFTHECOREVALUESLISTEDBELOW,WHICHTHREEDOYOUMOSTWANTYOUR 6.OFTHECOREVALUESLISTEDBELOW,WHICHTHREEDOYOUMOSTWANTYOUR CHILDTOCAREABOUT? CHILDTOCAREABOUT?

e. Climate change

Total Parents

Millennial Gen X

Honesty 62% 61% 62% Responsibility 59% 59% 60%

Respect 52% 56% 49% Kindness 39% 37% 42% Hard-work 39% 40% 39% Gratitude 19% 19% 18%

Courage 11% 12% 10% Curiosity 7% 7% 7% Fairness 6% 5% 7% Other 2% 1% 2%

None of the above * -Skipped **

7.HOWEASYORDIFFICULTISITTOTEACHYOURCHILDTOBEAGOODPERSON? 7.HOWEASYORDIFFICULTISITTOTEACHYOURCHILDTOBEAGOODPERSON?

Total Parents Millennial Gen X

Very easy 29% 26% 31%

Somewhat easy 38% 39% 37%

Somewhat difficult 26% 29% 25% Very difficult 4% 4% 4% Don’t know 2% 2% 2% Skipped ** Easy (Net) 67% 65% 69% Difficult (Net) 30% 33% 29%

8.TOWHATEXTENTDOYOUAGREEORDISAGREEWITHTHEFOLLOWINGSTATEMENTS 8.TOWHATEXTENTDOYOUAGREEORDISAGREEWITHTHEFOLLOWINGSTATEMENTS ABOUTHOWYOUTEACH ABOUTHOWYOUTEACHYOURCHILDTOBEAGOODPERSON? YOURCHILDTOBEAGOODPERSON?

Agree Summary Table

Total Parents Millennial Gen X

I am always teaching my child the importance of our family’s core values 96% 96% 96%

My child knows the values that are most important to me 95% 95% 95%

I believe I have more influence on my child’s character development than teachers and other role models 89% 86% 91%

I depend on teachers to back me up by reinforcing the core values I’m trying to teach at home 69% 71% 67%

I believe teachers and other role models have more influence on my child’s character than I do 26% 30% 22%

a. I believe I have more influence on my child’s character development than teachers and other role models

Total Parents Millennial Gen X

Strongly agree

agree

Somewhat disagree 10% 13% 7% Strongly disagree 1% 1% 1%

Skipped * * 1%

Agree (Net) 89% 86% 91% Disagree (Net) 11% 14% 8%

b. I am always teaching my child the importance of our family’s core values

Total Parents Millennial Gen X

Strongly agree 54% 51% 57%

Somewhat agree 41% 45% 38% Somewhat disagree 4% 3% 3% Strongly disagree 1% 1% 1% Skipped * * *

Agree (Net) 96% 96% 96% Disagree (Net) 4% 4% 4%

c. I depend on teachers to back me up by reinforcing the core values I’m trying to teach at home

Total Parents Millennial Gen X

Strongly agree 17% 17% 16%

Somewhat agree 53% 54% 52% Somewhat disagree 22% 21% 23% Strongly disagree 9% 8% 9% Skipped 1% * 1%

Agree (Net) 69% 71% 67% Disagree (Net) 30% 29% 32%

d. I believe teachers and other role models have more influence on my child’s character than I do

Total Parents

Millennial Gen X

Strongly agree 6% 6% 6% Somewhat agree 20% 23% 16%

Somewhat disagree 46% 44% 48% Strongly disagree 28% 26% 30% Skipped 1% 1% 1% Agree (Net) 26% 30% 22% Disagree (Net) 74% 70% 78%

e. My child knows the values that are most important to me

Total Parents

Millennial Gen X

Strongly agree 54% 48% 59%

Somewhat agree 42% 47% 36% Somewhat disagree 3% 3% 3% Strongly disagree 1% 1% 1% Skipped 1% 1% 1% Agree (Net) 95% 95% 95% Disagree (Net) 4% 4% 4%

Total Parents

Millennial Gen X

Praise and encourage your child when they display good behavior 88% 90% 86%

Lead by example for your child 87% 87% 87%

Hold my child accountable to our family values 83% 83% 85%

Provide clear expectations to your child on what positive behaviors are most important to you 82% 84% 80%

Have conversations with your child about what it means to be a good person 68% 73% 65%

a. Have conversations with your child about what it means to be a good person

Total Parents Millennial Gen X

Always 33% 35% 32%

Most of the time 35% 38% 34% Sometimes 27% 23% 29% Rarely 4% 3% 4% Never 1% * 1% Skipped 1% 1% 1%

Always/Most of the time (Net) 68% 73% 65% Rarely/Never (Net) 4% 3% 5%

b. Lead by example for your child

Total Parents Millennial Gen X

Always 36% 34% 37%

Most of the time 51% 53% 50% Sometimes 12% 12% 11% Rarely 1% 1% 1% Never * -Skipped 1% 1% 1% Always/Most of the time (Net) 87% 87% 87% Rarely/Never (Net) 1% 1% 1%

c. Provide clear expectations to your child on what positive behaviors are most important to you

Total Parents

Millennial Gen X

Always 39% 41% 38%

Most of the time 43% 44% 43% Sometimes 16% 14% 17%

Rarely 1% 1% 2% Never ** Skipped 1% 1% 1%

Always/Most of the time (Net) 82% 84% 80% Rarely/Never (Net) 2% 1% 2%

d. Praise and encourage your child when they display good behavior

Total Parents Millennial Gen X

Always 50% 52% 48%

Most of the time 38% 38% 38% Sometimes 11% 8% 11% Rarely 1% 1% 1% Never * -Skipped 1% 1% 1% Always/Most of the time (Net) 88% 90% 86% Rarely/Never (Net) 1% 1% 1%

e Hold my child accountable to our family rules

Total Parents Millennial Gen X

Always 36% 36% 37%

Most of the time 47% 47% 48% Sometimes 13% 13% 12% Rarely 2% 2% 2% Never 1% 1%Skipped 1% 1% 1% Always/Most of the time (Net) 83% 83% 85% Rarely/Never (Net) 3% 3% 2%

110.WHICHSTATEMENTMOSTCLOSELYMATCHESYOURVIEWS,EVENIFNEITHERIS 0.WHICHSTATEMENTMOSTCLOSELYMATCHESYOURVIEWS,EVENIFNEITHERIS

COMPLETELYRIGHT?CHOOSEONEOFTHETWOSTATEMENTS. CHOOSEONEOFTHETWOSTATEMENTS.

COMPLETELYRIGHT?

Statement Pair A

Total Parents

Millennial Gen X

Kids learn how to be a good person from the people around them 94% 95% 95%

Kids have to figure out for themselves what it means to be a good person 5% 4% 4%

Skipped 1% 1% 1%

Statement Pair B

Total Parents

Millennial Gen X

Teachers should reinforce moral values 94% 95% 95%

Teachers should teach only the academic curriculum (reading, writing, math) 5% 4% 4%

Skipped 1% 1% 1%

Statement Pair C

Total Parents

Millennial Gen X

Employers should prioritize skills more than good character when hiring 31% 34% 28%

Employers should prioritize good character more than skills when hiring 67% 64% 71%

Skipped 2% 2% 1%

Statement Pair D

Total Parents Millennial Gen X

Being a good person helps you succeed in life 85% 82% 87%

Being a good person doesn’t matter because the system is rigged for the rich and powerful 14% 17% 12%

Skipped 1% 1% 1%

Statement Pair E

Total Parents Millennial Gen X

Coaches in all sports have a responsibility to focus on character development 94% 95% 95%

Coaches in all sports have a responsibility to win games 5% 4% 4%

Skipped 1% 1% 1%

Statement Pair F

Total Parents Millennial Gen X

Good character is more important to having a happy life than good income 94% 95% 95%

Good income is more important to having a happy life than good character 5% 4% 4%

Skipped 1% 1% 1%

111.HOWIMPORTANTISITFORSCHOOLSTOTEACHTHEFOLLOWING? 1.HOWIMPORTANTISITFORSCHOOLSTOTEACHTHEFOLLOWING?

Statement Pair A

Total Parents Millennial Gen X

Responsibility 97% 98% 96%

Honesty 96% 96% 96% Hard work 95% 95% 95%

Respect 95% 95% 95% Kindness 93% 96% 92% Gratitude 88% 89% 87% Fairness 88% 91% 86% Courage 84% 84% 84%

Curiosity 81% 84% 79%

a. Courage

Total Parents Millennial Gen X

Very important 51% 55% 47% Somewhat important 33% 29% 37% A little important 12% 14% 12% Does not need to be taught in school 3% 2% 3% Skipped 1% * 1%

Very/Somewhat important (Net) 84% 84% 84%

b. Honesty

Total Parents Millennial Gen X

Very important 83% 86% 80%

Somewhat important 13% 11% 16%

A little important 3% 3% 3%

Does not need to be taught in school 1% 1% 1% Skipped * * 1%

Very/Somewhat important (Net) 96% 96% 96%

c Respect

Total Parents Millennial Gen X

Very important c. Respect 82% 80%

Somewhat important 14% 13% 15%

A little important 3% 3% 4%

Does not need to be taught in school 1% 1% 1% Skipped 1% 1% 1%

Very/Somewhat important (Net) 95% 95% 95%

d. Kindness

Total Parents Millennial Gen X

Very important 74% 78% 69%

Somewhat important 20% 18% 22%

A little important 5% 3% 6%

Does not need to be taught in school 2% 1% 1% Skipped 1% * 1%

Very/Somewhat important (Net) 93% 96% 92%

Total Parents Millennial Gen X

Very important 76% 79% 72%

Somewhat important 19% 16% 22%

A little important 3% 4% 3%

Does not need to be taught in school 1% 1% 1% Skipped 1% * 1%

Very/Somewhat important (Net) 95% 95% 95%

f. Responsibility

Total Parents Millennial Gen X

Very important 84% 85% 82%

Somewhat important 13% 12% 14%

A little important 2% 2% 2% Does not need to be taught in school 1% 1% * Skipped 1% - 1%

Very/Somewhat important (Net) 97% 98% 96%

g. Gratitude

Total Parents Millennial Gen X

Very important 61% 65% 57%

Somewhat important 27% 24% 30%

A little important 9% 9% 10%

Does not need to be taught in school 3% 3% 3% Skipped 1% * 1%

Very/Somewhat important (Net) 88% 89% 87%

h Curiosity

Total Parents Millennial Gen X

Very important 51% 54% 48%

Somewhat important 30% 30% 30%

A little important 14% 12% 16% Does not need to be taught in school 5% 4% 4% Skipped * - 1%

Very/Somewhat important (Net) 81% 84% 79%

i. Fairness

Total Parents Millennial Gen X

Very important 62% 63% 60%

Somewhat important 27% 28% 25% A little important 9% 8% 11% Does not need to be taught in school 2% 1% 3% Skipped 1% * 1% Very/Somewhat important (Net) 88% 91% 86%

112.TOWHATEXTENTDOYOUAGREEORDISAGREEWITHTHEFOLLOWING 2.TOWHATEXTENTDOYOUAGREEORDISAGREEWITHTHEFOLLOWING STATEMENTS? STATEMENTS?

Agree Summary Table

Total Parents Millennial Gen X

Having good manners is an important part of having good character 92% 91% 93%

Civility in the United States is getting worse 88% 86% 88%

Character is less emphasized today than when I was growing up 72% 69% 75%

I need to be more proactive when it comes to my child’s character by teaching them what’s right instead of waiting until they make a mistake 68% 71% 67%

I worry about my child making the same mistakes I made 52% 59% 47%

I wish I had more resources to help me inspire my child to be a good person 47% 54% 40%

As my child has gotten older, it has become more difficult to teach them good character at home 34% 36% 33%

Selfish people are more successful in life than others 29% 32% 26%

a. Having good manners is an important part of having good character

Total Parents Millennial Gen X

Strongly agree 57% 56% 57%

Somewhat agree 35% 35% 36%

Somewhat disagree 6% 6% 5%

Strongly disagree 2% 3% 2%

Skipped 1% 1% 1%

Agree (Net) 92% 91% 93% Disagree (Net) 8% 8% 7%

b. As my child has gotten older, it has become more difficult to teach them good character at home

Total Parents Millennial Gen X

Strongly agree 6% 7% 5%

Somewhat agree 28% 29% 27%

Somewhat disagree 37% 40% 35% Strongly disagree 28% 23% 32% Skipped 1% 1% 1%

Agree (Net) 34% 36% 33% Disagree (Net) 65% 63% 67%

c. I need to be more proactive when it comes to my child’s character by teaching them what’s right instead of waiting until they make a mistake

Total Parents Millennial Gen X

Strongly agree 26% 29% 25%

Somewhat agree 42% 42% 42% Somewhat disagree 23% 21% 24% Strongly disagree 8% 7% 8% Skipped 1% 1% 1%

Agree (Net) 68% 71% 67% Disagree (Net) 31% 28% 33%

d. I worry about my child making the same mistakes I made

Total Parents Millennial Gen X

Strongly agree 6% 7% 5%

Somewhat agree 28% 29% 27%

Somewhat disagree 37% 40% 35%

Strongly disagree 28% 23% 32%

Skipped 1% 1% 1%

Agree (Net) 34% 36% 33% Disagree (Net) 65% 63% 67%

e. I wish I had more resources to help me inspire my child to be a good person

Total Parents Millennial Gen X

Strongly agree 6% 7% 5%

Somewhat agree 28% 29% 27% Somewhat disagree 37% 40% 35% Strongly disagree 28% 23% 32% Skipped 1% 1% 1%

Agree (Net) 34% 36% 33% Disagree (Net) 65% 63% 67%

f. Character is less emphasized today than when I was growing up

Total Parents Millennial Gen X

Strongly agree 30% 28% 33%

Somewhat agree 42% 41% 43%

Somewhat disagree 22% 25% 19% Strongly disagree 5% 5% 5% Skipped 1% 1% 1%

Agree (Net) 72% 69% 75% Disagree (Net) 27% 30% 24%

g. Civility in the United States is getting worse

Total Parents

Millennial Gen X

Strongly agree 46% 41% 51% Somewhat agree 42% 46% 38% Somewhat disagree 10% 11% 9% Strongly disagree 1% 1% 2% Skipped 2% 2% 1%

Agree (Net) 88% 86% 88% Disagree (Net) 11% 12% 11%

h. Selfish people are more successful in life than others

Total Parents Millennial Gen X

Strongly agree 4% 4% 4%

Somewhat agree 25% 28% 22% Somewhat disagree 44% 43% 46% Strongly disagree 27% 25% 27% Skipped 1% 1% 1%

Agree (Net) 29% 32% 26% Disagree (Net) 71% 67% 73%

113.HOWCONCERNEDAREYOUABOUTTHEFOLLOWINGBEHAVIORSINTODAY’S 3.HOWCONCERNEDAREYOUABOUTTHEFOLLOWINGBEHAVIORSINTODAY’S SOCIETY? SOCIETY?

Concerned Summary Table

Total Parents Millennial Gen X

Children not treating others with respect 90% 91% 91%

Children not showing gratitude 85% 85% 86%

Children not being honest 85% 84% 88%

Children being lazy 84% 83% 85%

Children caring only about themselves 83% 80% 87%

a. Children not treating others with respect

Total Parents Millennial Gen X

Very concerned 54% 52% 57%

Somewhat concerned 36% 39% 34%

Not very concerned 7% 7% 7% Not at all concerned 2% 1% 2%

Skipped 1% 1% 1%

Concerned (Net) 90% 91% 91% Not concerned (Net) 9% 8% 9%

b. Children being lazy

Total Parents Millennial Gen X

Very concerned 48% 46% 49%

Somewhat concerned 36% 37% 36% Not very concerned 12% 12% 12% Not at all concerned 4% 4% 4% Skipped 1% 2% 1% Concerned (Net) 84% 83% 85% Not concerned (Net) 15% 16% 14%

c.

Children not showing gratitude

Total Parents Millennial Gen X

Very concerned 41% 40% 42%

Somewhat concerned 44% 45% 44% Not very concerned 11% 10% 12% Not at all concerned 2% 3% 2% Skipped 1% 2% 1% Concerned (Net) 85% 85% 86% Not concerned (Net) 14% 13% 13%

d. Children not being honest

Total Parents Millennial Gen X

Very concerned 47% 47% 47%

Somewhat concerned 39% 37% 41% Not very concerned 12% 13% 11% Not at all concerned 2% 1% 1% Skipped 1% 2% 1% Concerned (Net) 85% 84% 88% Not concerned (Net) 14% 14% 12%

e. Children caring only about themselves

Total Parents Millennial Gen X

Very concerned 41% 39% 43%

Somewhat concerned 43% 42% 44% Not very concerned 13% 16% 10% Not at all concerned 3% 2% 2% Skipped 1% 2% 1% Concerned (Net) 83% 80% 87% Not concerned (Net) 16% 18% 13%

114.INTHELASTSIXMONTHS,MYCHILDHAS… 4.INTHELASTSIXMONTHS,MYCHILDHAS…

Yes Summary Table

Total Parents

Millennial Gen X

Acted spoiled or entitled 47% 53% 41%

Been disrespectful to me 42% 48% 38% Lied to me or others 38% 47% 32%

Been disrespectful towards teachers or other authority figures 12% 17% 8%

Made a discriminatory remark 8% 10% 5%

a. Lied to me or others

Total Parents

Millennial Gen X

Yes 38% 47% 32%

No 61% 53% 67% Skipped 1% 1% 1%

b. Been disrespectful to me

Total Parents

Millennial Gen X

Yes 42% 48% 38%

No 58% 52% 62% Skipped 1% 1% *

c. Been disrespectful towards teachers or other authority figures

Total Parents

Millennial Gen X

Yes 12% 17% 8%

No 87% 83% 91% Skipped 1% 1% *

d. Acted spoiled or entitled

Total Parents Millennial Gen X

Yes 46% 53% 41%

No 53% 47% 58% Skipped 1% 1% *

e. Made a discriminatory remark

Total Parents Millennial Gen X

Yes 8% 10% 5% No 92% 89% 94% Skipped 1% 1% *

115.CHILDRENDON’TALWAYSDOTHERIGHTTHINGBECAUSE…PLEASESELECTWHAT 5.CHILDRENDON’TALWAYSDOTHERIGHTTHINGBECAUSE…PLEASESELECTWHAT YOUTHINKARETHETOP YOUTHINKARETHETOPTWOREASONS. TWOREASONS.

Yes Summary Table

Total Parents Millennial Gen X

The pressure to fit in with their peers 45% 43% 46%

The influence of social media and online content 36% 34% 37%

Parents haven’t done enough to teach and model the importance of good character 33% 33% 33%

They lack self-control 27% 29% 28%

Kids do not practice a religious faith that emphasizes moral and spiritual values 11% 9% 13%

They don’t have the courage to do the right thing 10% 9% 11%

The pressure from their parents to do whatever it takes to succeed in a competitive world 6% 6% 5%

Other 6% 6% 5%

Don’t know 5% 7% 3% Skipped 1% 1% 1%

116.WHICHCHARACTERSTRENGTHARETHEMOSTDIFFICULTFORYOUTO 6.WHICHCHARACTERSTRENGTHARETHEMOSTDIFFICULTFORYOUTO CONSISTENTLYMODELFORYOURCHILD? CONSISTENTLYMODELFORYOURCHILD?PLEASESELECTTHETOPTWOMOST PLEASESELECTTHETOPTWOMOST DIFFICULT. DIFFICULT.

Yes Summary Table

Total Parents Millennial Gen X

Courage 24% 23% 26%

Curiosity 19% 18% 20% Gratitude 15% 15% 15% Hard-work 14% 14% 14%

Responsibility 14% 14% 14%

Respect 12% 14% 9% Fairness 11% 12% 11% Kindness 9% 10% 9% Honesty 8% 11% 4%

None of the above 28% 26% 30% Skipped 1% 1% 1%

117.[ASKEDONLYIFCHILDAGEIS12OROLDER]ASYOURCHILDGETSOLDER,HOW 7.[ASKEDONLYIFCHILDAGEIS12OROLDER]ASYOURCHILDGETSOLDER,HOW CONCERNEDAREYOU CONCERNEDAREYOUABOUTTHEFOLLOWING? ABOUTTHEFOLLOWING?

Concerned Summary Table

Total Parents (N=724)

Millennial (N=201) Gen X (N=451)

They will be negatively influenced by social media 60% 60% 62%

They will start thinking they know everything already 52% 59% 49%

They will begin to listen more to their peers than me 45% 53% 41%

They will get tired of hearing me repeat the same thing 41% 46% 39%

They will be negatively influenced by what is going on in politics 41% 42% 42%

They will lack caring teachers, coaches, and role models 40% 48% 36%

They will stop practicing our family’s religion 29% 35% 25%

a. They will begin to listen more to their peers than me

Total Parents (N=724)

Millennial (N=201) Gen X (N=451)

Very concerned 15% 23% 11%

Somewhat concerned 30% 29% 30% A little concerned 36% 35% 37% Not at all concerned 18% 12% 20% Skipped 1% - 1%

Concerned (Net) 45% 53% 41% Not concerned (Net) 55% 47% 58%

b. They will be negatively influenced by social media

Total Parents (N=724) Millennial (N=201) Gen X (N=451)

Very concerned 28% 32% 27%

Somewhat concerned 33% 29% 35%

A little concerned 28% 29% 26%

Not at all concerned 11% 11% 10%

Skipped 1% - 1%

Concerned (Net) 60% 60% 62% Not concerned (Net) 39% 40% 37%

c. They will get tired of hearing me repeat the same thing

Total Parents (N=724)

Millennial (N=201) Gen X (N=451)

Very concerned 15% 21% 11%

Somewhat concerned 27% 25% 27%

A little concerned 30% 26% 32%

Not at all concerned 28% 27% 28%

Skipped 1% 1% 1%

Concerned (Net) 41% 46% 39% Not concerned (Net) 58% 54% 60%

d. They will start thinking they know everything already

Total Parents (N=724) Millennial (N=201) Gen X (N=451)

Very concerned 22% 31% 18%

Somewhat concerned 30% 29% 31%

A little concerned 30% 26% 31% Not at all concerned 18% 15% 18% Skipped 1% - 2% Concerned (Net) 52% 59% 49% Not concerned (Net) 48% 41% 50%

e. They will stop practicing our family’s religion

Total Parents (N=724)

Millennial (N=201) Gen X (N=451)

Very concerned 11% 16% 9%

Somewhat concerned 18% 19% 16% A little concerned 20% 21% 20% Not at all concerned 50% 44% 53% Skipped 1% * 2%

Concerned (Net) 29% 35% 25% Not concerned (Net) 70% 65% 73%

f. They will lack caring teachers, coaches, and role models

Total Parents (N=724) Millennial (N=201) Gen X (N=451)

Very concerned 13% 17% 11%

Somewhat concerned 27% 31% 25%

A little concerned 33% 31% 35%

Not at all concerned 26% 21% 28%

Skipped 1% - 1%

Concerned (Net) 40% 48% 36% Not concerned (Net) 60% 52% 63%

g. They will be negatively influenced by what is going on in politics

Total Parents (N=724)

Millennial (N=201) Gen X (N=451)

Very concerned 11% 11% 12%

Somewhat concerned 30% 31% 30%

A little concerned 33% 31% 35% Not at all concerned 25% 28% 22% Skipped 1% - 2%

Concerned (Net) 41% 42% 42% Not concerned (Net) 58% 58% 57%

118.WHATKINDOFSUPPORTANDRESOURCESWOULDBEUSEFULTOYOUASYOUTRY 8.WHATKINDOFSUPPORTANDRESOURCESWOULDBEUSEFULTOYOUASYOUTRY TOTEACHYOURCHILDTO TOTEACHYOURCHILDTOBEAGOODPERSON?PLEASESELECTYOURTOPTWO. BEAGOODPERSON?PLEASESELECTYOURTOPTWO.

Total Parents

Millennial Gen X

Activities at my child’s school that emphasize character 41% 44% 39%

Resources on how to set clear expectations 26% 30% 23%

An opportunity for my child to find a mentor 20% 17% 24%

Religious education programs 17% 15% 18%

An opportunity to talk to other parents 12% 11% 13%

An online resource on character 8% 9% 6%

None of the above 25% 24% 25% Skipped 1% 1% 1%

119.TOWHATEXTENTDOYOUAGREEORDISAGREEWITHTHEFOLLOWING 9.TOWHATEXTENTDOYOUAGREEORDISAGREEWITHTHEFOLLOWING STATEMENTS? STATEMENTS?

Agree Summary Table

Total Parents

Millennial Gen X

Online content has a negative influence on my child’s character (YouTube, Podcasts, Websites) 65% 67% 65%

Social media has a negative influence on my child’s character (TikTok, Instagram, Snapchat) 64% 64% 65%

The current political climate and polarization of the U.S. has a negative influence on my child’s character 46% 44% 46%

Gaming as a negative influence on my child’s character 45% 46% 44%

a. Social media has a negative influence on my child’s character (TikTok, Instagram, Snapchat)

Total Parents Millennial Gen X

Strongly agree 21% 22% 21%

Somewhat agree 43% 42% 44%

Somewhat disagree 23% 22% 23%

Strongly disagree 12% 12% 12% Skipped 1% 2% 1%

Agree (Net) 64% 64% 65% Disagree (Net) 34% 34% 34%

b. Online content has a negative influence on my child’s character (YouTube, Podcasts, Websites)

Total Parents Millennial Gen X

Strongly agree 16% 18% 14%

Somewhat agree 49% 49% 50% Somewhat disagree 23% 21% 24%

Strongly disagree 10% 11% 10% Skipped 1% 1% 1%

Agree (Net) 65% 67% 65% Disagree (Net) 34% 32% 34%

c. The current political climate and polarization of the U.S. has a negative influence on my child’s character

Total Parents Millennial Gen X

Strongly agree 11% 10% 12%

Somewhat agree 34% 34% 34%

Somewhat disagree 34% 34% 34%

Strongly disagree 19% 21% 18% Skipped 1% 2% 2%

Agree (Net) 46% 44% 46% Disagree (Net) 53% 55% 52%

d. Gaming has a negative influence on my child’s character

Total Parents Millennial Gen X

Strongly agree 12% 14% 10%

Somewhat agree 33% 33% 34% Somewhat disagree 33% 34% 33% Strongly disagree 20% 18% 22% Skipped 2% 2% 2%

Agree (Net) 45% 46% 44% Disagree (Net) 53% 52% 55%

20.WHATISAFAVORITEEXPRESSIONORSAYINGABOUTCHARACTERTHATYOU 20.WHATISAFAVORITEEXPRESSIONORSAYINGABOUTCHARACTERTHATYOU SHAREWITHYOURCHILD?(E.G., SHAREWITHYOURCHILD?(E.G.,HONESTYISTHEBESTPOLICY) HONESTYISTHEBESTPOLICY)

Total Parents Millennial Gen X

Yes [OPEN END RESPONSES PROVIDED SEPARATELY] 76% 73% 74%

I do not share any expression or saying with my child 24% 25% 23% Skipped - 2% 3%

21.DOYOUKNOWWHATTHE“GOLDENRULE”ISABOUT? 21.DOYOUKNOWWHATTHE“GOLDENRULE”ISABOUT?

Total Parents Millennial Gen X

Yes 71% 64% 77% No 28% 35% 22% Skipped 1% 1% *

22.INYOUROWNWORDS,WHATDOESTHE“GOLDENRULE”MEANTOYOU? 22.INYOUROWNWORDS,WHATDOESTHE“GOLDENRULE”MEANTOYOU?

OPEN-ENDED RESPONSES PROVIDED SEPARATELY

23.HOWOFTENDOYOUUSETHEPHRASE“GOLDENRULE”WHENTALKINGWITHYOUR 23.HOWOFTENDOYOUUSETHEPHRASE“GOLDENRULE”WHENTALKINGWITHYOUR CHILDABOUTTHEIR(HIS/HER) CHILDABOUTTHEIR(HIS/HER)BEHAVIOR? BEHAVIOR?

Total Parents Millennial Gen X

Always 5% 7% 5% Often 9% 9% 9% Sometimes 19% 18% 21% Rarely 20% 15% 25% Never 27% 24% 29%

I don’t know what the “Golden Rule” means 19% 26% 12% Skipped 1% 1% 1% Always/Often (Net) 14% 16% 14% Rarely/Never (Net) 47% 39% 53%

For more information on this news release, please contact:

Jennifer Berg Director, US Public Affairs +1 312 526 4224 jennifer.berg@ipsos.com

TECHNICAL TECHNICALNOTES NOTES

This Ipsos Poll was conducted August 31 - September 16, 2022, by Ipsos using the probability-based KnowledgePanel® – a division of Ipsos. This poll is based on a nationally representative probability sample of 1,034 parents of children’s ages 6 to 18. The sample includes 411 parents from the Millennial generation, and 545 parents from Generation X.

The survey was conducted using the web-enabled KnowledgePanel®, which is the largest and most well-established online panel that is representative of the adult US population. Our recruitment process employs a scientifically developed addressed-based sampling methodology using the latest Delivery Sequence File of the USPS – a database with full coverage of all delivery points in the US. Households are randomly selected from all available households in the U S Persons in these households are invited to join and participate in the web-enabled KnowledgePanel® For those potential panel members who do not already have internet access, Ipsos provides a tablet and internet connection at no cost to the panel member Those who join the panel and who are selected to participate in a survey are sent a unique password-protected log-in used to complete surveys online As a result of our recruitment and sampling methods, samples from KnowledgePanel cover all households regardless of their phone or internet status and provide fully representative online samples to the research community

The study was conducted in both English and Spanish The data were weighted to adjust for gender by age, race, education, Census region, metropolitan status, household income, and party identification The demographic benchmarks came from the 2021 March supplement of the U S Census Bureau’s Current Population Survey (CPS). The language proficiency benchmarks came from the 2019 American Community Survey (ACS). The weighting categories were as follows:

Gender (Male, Female) by Age (18-34, 35-39, 40-44, 45-49, 50+)

Race-Ethnicity (White/Non-Hispanic, Black/Non-Hispanic, Other/Non-Hispanic, Hispanic, 2+ Races/Non-Hispanic)

Census Region (Northeast, Midwest, South, West)

Metropolitan Status (Metro, Non-Metro)

Education (Less than High School, High School, Some College, Bachelor or higher) Household Income (under $25K, $25K-$49,999, $50K-$74,999, $75K-$99,999,

$100K-$149,999, $150K and over)

Language Proficiency (English Proficient Hispanic, Bilingual Hispanic, Spanish Proficient Hispanic, Non-Hispanic)

The margin of sampling error is plus or minus 3.35 percentage points at the 95% confidence level, for results based on the entire sample of adults. The margin of sampling error takes into account the design effect, which was 1.21. The margin of sampling error is higher and varies for results based on sub-samples. In our reporting of the findings, percentage points are rounded off to the nearest whole number. As a result, percentages in a given table column may total slightly higher or lower than 100%. In questions that permit multiple responses, columns may total substantially more than 100%, depending on the number of different responses offered by each respondent.