A few days ago Viacom released their latest global research study, KIDS OF THE WORLD. The researchers spoke to 6,000 kids aged 6-11 from 30 countries, along with in-depth video ethnographies in 11 countries, found that almost 90% believe they can accomplish anything.

KIDS OF THE WORLD also revealed that kids today embrace a fearless attitude towards life, despite growing up in fluid times full of uncertainty and change: 85 percent of all kids surveyed also believe it’s better to try things and risk mistakes than never trying at all.

Unlike a lot of research about kids, the findings in this study aren’t based on what parents or caregivers told the researchers but they talked to kids directly, seeking to understand their perspectives and represent their voices only.

Ending wars around the world is the top problem that kids want to solve globally (61 percent), with ending world hunger (58 percent) and bringing happiness to the world (53 percent) rounding out the top three. In the US and the UK, along with a full third of the countries surveyed, ending world hunger ranked as the top problem that kids want to solve.

Feeding kids’ empowered attitudes toward the world is their support system: family is cited as their number one source of happiness. In fact, more than 60 percent of kids around the world said their best friend is someone in their family!

You can find more information about the study here.


Research details: Viacom spoke to 5,837 kids aged 6-11 in total across 31 countries (Argentina, Australia, Brazil, Canada, Chile, China, Colombia, France, Germany, Hungary, India, Indonesia, Italy, Japan, Malaysia, Mexico, Netherlands, New Zealand, Nigeria, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, South Africa, Spain, Sweden, Turkey, UK, US). The study included an online survey of 5,724 kids in 30 countries, followed by an extensive qualitative phase with 113 kids in 11 countries.