Raising Selfless Children in a Selfie World

Washington, DC- In today's digital world, parents overwhelmingly agree it is important to nurture good character in their children, including traits like honesty and compassion. However, a recent national parent survey conducted by Ipsos and sponsored by Primrose Schools indicates nearly 50 percent of parents are unaware of when they can and should start helping their children develop positive character traits.

Key Findings

• 92% of parents surveyed believe that in today's social media-focused world, nurturing positive character traits in children is more important than it used to be.
• Despite this, 48% of parents think preschool is too young for children to start learning social-emotional skills, like generosity.
• Over half of the parents surveyed feel their child did not or will not acquire honesty (54%), generosity (54%) or compassion (62%) during their early education experience.

For more information and detailed methodology, the topline results are available on the right side of this page.

These are findings from an Ipsos poll conducted for Primrose Schools September 7- 12, 2016. For the survey, a sample of 769 parents ages 18+ from the continental US, Alaska and Hawaii were interviewed online in English. This sample included 352 parents whose children will be attending, are currently attending or previously attended early education programs designed for children aged 3-5. The precision of the Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 5.5 percentage points for all parents and 7.5 percentage points for parents with children who will be, are currently attending or previously attended early education programs. For more information about credibility intervals, please see the appendix.

The data were weighted to the U.S. current population data by gender, age, education, and ethnicity. Statistical margins of error are not applicable to online polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Figures marked by an asterisk (*) indicate a percentage value of greater than zero but less than one half of one per cent. Where figures do not sum to 100, this is due to the effects of rounding.

For more information on this news release please contact:

Chris Jackson Vice President Ipsos Public Affairs 202.420.2011 [email protected]

About Ipsos Public Affairs

Ipsos Public Affairs is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.

Ipsos has media partnerships with the most prestigious news organizations around the world. In Canada, the U.S., UK, and internationally, Ipsos Public Affairs is the media polling supplier to Reuters News, the world's leading source of intelligent information for businesses and professionals. Ipsos Public Affairs is a member of the Ipsos Group, a leading global survey-based market research company. We provide boutique-style customer service and work closely with our clients, while also undertaking global research.

To learn more visit: www.ipsos- na.com

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks third in the global research industry.

With offices in 87 countries, Ipsos delivers insightful expertise across five research specializations: brand, advertising and media, customer loyalty, marketing, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of e1,785.3 million ($1,981 million) in 2015.

Visit www.ipsos.com to learn more about Ipsos' offerings and capabilities.