A recently published poll shows that an overwhelming majority of children aged 8-15 years old feel happy being outdoors, seeing wildlife around them and enjoy visiting wild places.
The poll also reveals that two of the four animals - badgers and hedgehogs - depicted in John Lewis’s Christmas advert are rarely seen by children in the wild. The poll of over a thousand children by YouGov was commissioned by The Wildlife Trusts following the release of the John Lewis Christmas advert #BusterTheBoxer.
The Wildlife Trusts are John Lewis’s Christmas campaign charity partner; the advert celebrates the joy of encountering wildlife in a garden using a cast of wild creatures - a fox, badger, squirrel and hedgehog.
The online poll* questioned 1,200 children at the end of November 2016. It revealed:
- 89% children agreed that being outdoors makes them happy
- 81% like seeing wildlife in their garden or local area like birds or trees
- 80% enjoy visiting wild places like rivers, lakes or woodlands
- 70% enjoy playing outside e.g. climbing trees and building dens
The poll also asked children when they last saw the animals depicted in the advert in the wild.
Focusing on the highest percentages, it reveals that:
- Badger – 67% had never seen one in the wild
- Hedgehog – 20% saw one more than a year ago; 25% had never seen one in the wild
- Fox – 23% had never seen one in the wild
- Squirrel – 45% saw one in the last week