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Madrid, March 12
The LEGO Group has released the results of new global research into social trends affecting children's creative confidence. The study concludes that the pressure of perfection and everyday vocabulary pose a risk, especially for girls, that prevents them from developing their full creative potential. Adapting the language would help build a better future for girls, and that is the reality where the LEGO Group wants to focus.
In a study carried out with more than 61,500 parents and children between 5 and 12 years old from 36 countries (including Spain), the data calls for social change to ensure that girls can fulfill their creative aspirations and play unstoppably.
It follows that, at these ages, three quarters (76%) of girls feel confident in their creativity, but this decreases as they get older and two thirds often feel worried about sharing their ideas. Added to this is the weight of perfectionism and anxiety about making mistakes (72%). What's more, parents agree: 71% say that girls are more likely than boys to hold back the development of their ideas due to these pressures.
An important piece of information regarding trust is that it reveals that Spanish parents of girls aged 9 to 12 believe that they also like to try new ideas or ways much more (41%) than boys. The same thing happens with the attention they pay to effort versus results (33%), or when it comes to setting higher goals than their peers (21%), which shows how Spanish girls show their creativity and curiosity. .
More than 3 in 5 girls say they feel pressured by society's messages of perfection. Although this is a concern for all children, both parents and sons recognize that girls face greater pressure to be perfect and worry more about not making mistakes: 75% of parents say that girls face a greater pressure than boys, and 62% of boys believe that girls are expected to be more perfect than them.
In this sense, for Spanish girls aged 6 to 12, their concerns focus on 'being good at school' and 'having good manners', and these objectives also exert the greatest pressure on them according to data from the study. More than 60% of these girls have among their goals "to be good at school" compared to 52% of boys. Parents of girls aged 9 to 12 are the ones who think that 'being good at school' (66%) and 'being considered pretty' (43%) appear most frequently on the list of their daughters' goals. .
To avoid this feeling for girls, changing the language can help change the future. The study shows that everyday language prevents girls from freely expressing themselves creatively. In fact, almost two-thirds of girls aged 5 to 12 say that the language they hear makes them worry about making mistakes or reinforces the need to be impeccable.
More specifically, society is 7 times more likely to attribute terms like “sweet,” “pretty,” “cute,” and “beautiful” exclusively to girls. While terms like “brave,” “cool,” “genius,” and “innovative” are twice as likely to be attributed exclusively to boys. When it comes to the language that is most used in the Spanish media to refer to women, there are certain words that appear most frequently: "Charlatana", "Funny", "Creative", "Helpful", "Empathetic". " and "Perfect." Meanwhile, the words most frequently used to describe men are “Polite,” “Risky,” “Fun,” “Creative,” and “Independent.”
The data also finds that more than half of boys and girls believe that adults listen to boys' creative ideas more than girls'. 68% of parents also agree that society takes creative men more seriously than women.
With the video "More than perfect", the LEGO Group explores the effect that language can have on girls' creative confidence as they face two different challenges, and is reflected in the research results global. In addition, shocking reflections of the girls and the reactions of their parents are collected.
"The LEGO Group is committed to gender equality and encourages girls to break obsolete gender stereotypes through different initiatives and campaigns, and this highlights creativity, one of the most valued qualities for the future professional of the little ones. Through building and rebuilding, a foundation is created for creative confidence, courage and self-esteem. And this is key, because when girls have the space and freedom to fully express themselves, they are unstoppable. They are playful inventors, curious scientists, daring dreamers and bold adventurers, and that is exactly what our movement, Play without limits, celebrates," says Pilar Vilella, Brand Director of the LEGO Group for Spain, France and Portugal.
The LEGO Group is committed to inspiring and developing the builders of tomorrow through the power of play. Together with its collaborators and sector experts, the company is committed to continuing to focus on this problem and help break down the stereotypes and social prejudices that limit creative potential. This includes putting a focus on inclusion and gender equality in all its products and content with the support of the Geena Davies Institute on Gender in Media.
To help champion girls' creativity, the LEGO Group is launching its biggest ever campaign to celebrate girls and their creative worlds. As part of this project, a series of exciting free creativity workshops have been introduced in LEGO stores and on LEGO.com, aimed at young creators aged 6 to 12. Developed to showcase the power of creative freedom, the building workshops focus on entertainment, space, games, dreams and imagination, and will take place throughout the year, starting this March.
To help parents with fun tips to support creative development, the LEGO Group has developed a new “10 Steps to Building Creative Confidence” guide in collaboration with Jennifer Wallace, a Harvard-trained parenting researcher and best-selling author.
Discover the infinite worlds to create with LEGO® bricks and play without limits with the different lines: LEGO® Friends, LEGO® Animal Crossing™, Disney, Minecraft®, Botany, LEGO® Classic, LEGO® DREAMZzz and Creator 3in1 as part of Play Unlimited here.
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