Annual Public Perceptions Survey
Every year, we ask the public about their attitudes to, and understanding of, early childhood. This includes their views on its importance, and its links to areas such as mental health. Find out what people think by reading our report.
Public Perceptions Survey 2024
Our annual survey series tracks public perceptions of early childhood.
View the first report in the 2024 series
The new data shows an increase in awareness of the importance of early childhood over the past year with 94% of people recognising the importance of early childhood in shaping our lives.
However, there is still relatively low recognition relating to the importance of early childhood compared with other life stages. Only one in five (19%) believe that the period from the start of pregnancy to five is the most important period in childhood.
There has been a small uplift in the belief that the development of children in early childhood is a top priority for wider society, but 72% think it should be prioritised further.
94% of people believe that social and emotional skills are important to happiness in adult life, yet over two in five (42%) of the UK population have little or no idea about how these skills develop during early childhood.
In fact, these vital skills begin to develop before a baby is even born. Important development happens during the earliest weeks, months, and years of a child’s life and is shaped by a child’s early relationships and experiences. It is during this time that the brain is at its most malleable and develops faster than at any other time of our lives. These skills continue to be refined and enhanced throughout our lives, but the older we get, the harder that gets, which is why early childhood presents such a golden opportunity to get this right from the very start.
Public Perceptions Survey 2023
Our annual survey series tracks public perceptions of early childhood. The 2023 research provides tracking data on key measures of public awareness, knowledge and attitudes in relation to early childhood. In addition, the research explores key areas in more depth, including the perceived role of wider society in supporting early childhood and the public’s understanding of the role of key actors in the ecosystem around children and families.
View the full Public Perceptions Survey 2023 report
View the first report in the 2023 series
The new data shows an increase in awareness of the importance of early childhood over the past year. Nine in ten (93%) recognise the importance of early childhood in shaping later life, with a small uplift in the proportion saying it is very important (70%, +4ppts).
Similarly, slightly more, now nearer one in five (19%, +2ppts), identify pregnancy to five as the most important period for shaping a child’s future life. However, despite the small uplift since last year, this still reflects relatively low recognition of the specific importance of early childhood compared with other life stages.
The research shows that parents and grandparents are more likely to perceive the early years as important – and increasingly so when comparing figures to last year. Women and older groups also tend to place more value on the early years; male, ethnic minority and younger age groups less so.
Three in five say they know something about how children develop, while roughly a third still say they know just a little or nothing. Over two in five say early childhood has a great deal of impact on a person’s future mental health, happiness and ability to maintain relationships as an adult.
Importantly, the public are most motivated by wanting to see children living healthy, happy lives and protecting their mental health.
View the second report in the 2023 series
Over half the public (56%) say they know little or nothing about the role of health visitors in supporting children, parents and carers during early childhood – despite health visiting being a universal preventative public health service for pregnancy through to age five.
Of those who said they know something of the role, they were more aware of health visitors providing feeding support (61%) and conducting health reviews (60%). There was lower awareness of their role in supporting mental health (43%), parent infant relationships (42%) social and emotional development (40%), and speech, language and communication (39%). This pattern held true for parents too.
View the third report in the 2023 series
Two in three people (67%) agree that the love and support they received from wider family and friends in early childhood has had a big impact in shaping who they are today and the majority (55%) said the same about wider society more generally.
View the fourth report in the 2023 series
A third of people cite financial challenges as the biggest issues facing parents and carers of children under five. This is followed by childcare, including both cost and availability.
Public Perceptions Survey 2022
The first publication of our annual survey series tracking public perceptions of early childhood. The 2022 report focuses on three key areas: the prioritisation of the early years, the link between the first five years of life and lifelong outcomes for mental health and wellbeing and the support parents seek when raising young children.
While there was near unanimous agreement (91%) that the early years are important in shaping a person’s future life, only 17% recognise the unique importance of the 0-5 period.
Detailed analysis shows that around 1 in 3 (36%) adults report knowing just a little or nothing about how children develop in early childhood. Even among parents of those aged 0-5, one in five (20%) similarly report knowing just a little or nothing. Depth of knowledge is variable, and a significant minority (31%) struggle to describe social and emotional development.
Following the 2022 public perceptions survey, we commissioned a second phase of research to build on the findings in more depth through qualitative research. This research explored parent’s understanding and concerns around early child development, their own childhood experiences, barriers and motivators to accessing parenting support, and views on wider societal perceptions.
This research found that parents tended to think in terms of physical and cognitive milestones in the early years, whereas social and emotional development wasn’t front of mind. It was common for parents to feel that there was a limited amount they could do to influence social and emotional development between 0-5.
