Duchess of Cambridge's new research highlights need to increase awareness of the importance of the early years

It is based on a survey of 4,682 adults and 1,114 interviews with parents of children up to the age of five, carried out by Ipsos Mori on behalf of the Royal Foundation.

The aim of the research was to understand public perceptions of early childhood -  focusing 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.

It comes two years after the Duchess’ landmark survey – '5 Big Questions on the Under-Fives’.

Key findings from the research, which were discussed at a roundtable event with the early years sector, ministers and civil servants, include:

• Nine in ten of those surveyed agreed that the early years are important in shaping a person’s future life, but less than a fifth recognised the unique importance of the birth to five period.
• Seven in ten said they think the early years should be more of a priority for society.
• More than half of parents with children up to the age of five cited family or friends as key sources of information on emotional and social development.
• Parents are more likely to seek support for their child’s physical wellbeing, such as advice on nutrition and vaccinations, than their social and emotional development.
• When seeking advice on social and emotional development, parents were most likely to refer to parenting books and their child’s red book than contact a professional at their local authority or visit their local children’s centre.

'The findings present us with a huge opportunity.'

The Duchess of Cambridge said, ‘Our experiences in early childhood fundamentally impact our whole life and set the foundation for how we go on to thrive as individuals, with one another, as a community and as a society. 

‘The findings published today present us with a huge opportunity and demonstrate there is real appetite from the public to bring this issue up all of our agendas. There is more we can all do – every member of society can play a key role, whether that is directly with a child or by investing in the adults around them – the parents, the carers, the early years workforce and more. 

‘If we come together to raise the importance of early childhood development, we’ll soon see that healthy, happy individuals make for a healthier, happier world. Which is why every second we spend with a child, is an investment in our collective future.’

The Early Years Alliance said it hoped the ‘findings give ministers real pause for thought’, while the National Day Nurseries Association (NDNA) said it was ‘important’ to see that there is so much public support for the early years – a ‘crucial stage for children.’

Neil Leitch, chief executive of the Alliance, said, ‘It’s disappointing, but sadly not at all surprising, that less than a fifth of the general public are aware of the unique importance of the first five years of a child’s life.

‘All too often discussions about this critical stage of life are focused on the provision of childcare and the need for children to be "looked after" while their parents work, rather than the provision of quality early education that effectively supports early learning.

‘At a time when Government policy threatens to undermine and devalue the work of our vital sector, we hope that these findings give ministers real pause for thought.’

Purnima Tanuku, chief executive of the NDNA, said, ‘This research shows that there is a lot of public support for investing in children’s early years as people understand more about how it shapes children’s futures. However, there is clearly more to do.

‘We know that access to high quality early education and care stays with children through primary school and into their secondary education; it is vital in closing the attainment gap for disadvantaged children and shapes who they will become.

‘Ministers need to support the early years sector as underfunding and rising costs are seeing nurseries close across the country.

‘NDNA is launching a big campaign First Five Years Count at our Nursery Conference next week. Our key aims are to raise awareness of the vital work that goes on to support children with their early development and learning and to encourage more talented people into the sector.’