Drink as I do
We have worked on many projects with Claremont communications. They are an agency specialising in social issues and we were delighted when they approached us to undertake some important work on behalf of their client, The National Hydration Council. The NHC is a not for profit organisation dedicated to researching the science and communicating the facts about health hydration. We have been lucky enough to work with the organisation on several projects now and were delighted to be approached to investigate how parents’ drinking habits can influence their children.
In June 2016, we interviewed 1000 parents and one of their children across the UK via an online survey. The children were aged between 4 and 8 years old. The survey revealed the significant influence that parents have on what their children drink. For example, children living with parents who often drink fizzy drinks were almost 3 times more likely to drink fizzy drinks than other children. However, as well as influencing unhealthy drinking habits, the survey also identified how parents could positively influence healthy hydration habits. 63% of the children interviewed drank plain water on any given day which rose to 87% in households where parents drink plain water often.
As Kinvara Carey, General Manager of the Natural Hydration Council, explains “children ‘parrot’ our behaviours from an early age. So, to encourage healthy eating habits, we need to express pleasure in what we eat and drink, placing particular emphasis on doing this for healthier foods and drinks, while toning this down for less healthy products.”
“Working with PCP is a pleasure – they are my ‘go to’ research company. I have worked with them for two years and nothing has ever been too much to ask. Peter in particular is always very helpful and happy to answer numerous questions. He always offers his expertise too so that you feel in safe hands throughout working with them. The whole team are polite, flexible and always happy to help. On many occasions I have given very tight deadlines and PCP has never let me down. I would definitely recommend working with them” Emma Prince (Consultant at Claremont Communications).
For more information on this project and the work that the National Hydration Council does, visit their website http://www.naturalhydrationcouncil.org.uk/press/drink-as-i-do/
