Back to School: While Children Might Be Sad, Parents Are Glad

Latest Report from the DDB Life Style Study® Reveals Attitudes About School, Homework and the Back-to-School Season

Aug 29, 2013, 16:14 ET from DDB Worldwide

NEW YORK, Aug. 29, 2013 /PRNewswire/ -- As the nation gears up for the start of the 2013-14 school year, DDB Worldwide, part of Omnicom Group (NYSE), has issued a new report using data from the DDB Life Style Study® about parental attitudes in the US regarding the back-to-school season, homework and the length of time their kids are in school. 

While 83% of parents with children ages 6 to 17 are glad to have their kids around during the summer, the majority, 76%, are also happy to get their households back to a fixed schedule and routine when back-to-school time rolls around.  Only 24% of parents with school age children admit that they are as bummed as the kids are when school starts again, and these feelings are fuelled by the challenges of juggling schedules, something that most parents can appreciate.

The survey also reveals interesting attitudes about the length of time children are in school.  Only 44% of parents with school age kids would want their children to attend school for more hours each day and similarly, only 47% would want their kids to attend school for more months of the year. When asked if they would trade homework for a longer school day, only 51% of parents would want that.

There are interesting and significant gender differences that surface when looking at the amount of time children spend at school. Only 37% of moms, vs. 51% of dads, would advocate for a longer school day. If it were an option for their children to stay in school for more months of the year, only 42% of moms, vs. 52% of dads, would want that. 

"Moms appear to have a greater appreciation and understanding of how stressful school can be for their kids. This might be in part attributable to the fact that they are more likely to be the ones who first hear the responses their children offer to the question, 'how was school today?'" says Denise Delahorne, SVP, Group Strategy Director, of DDB US. 

For all the hype about the amount of homework that children are given these days, 70% of parents think it is the right amount, while 17% believe it's too much, and only 13% believe it is not enough.  So while the nation's children might be moaning about having to spend their days in the classroom again, and evenings doing their homework, it turns out that while their parents might be sympathetic, deep down, they are probably smiling.

Click here to view the full report.

About the DDB Life Style Study®

The DDB Life Style Study® is the nation's longest running and largest longitudinal study of attitudes and behaviors.  Conducted annually since 1975, the sample is balanced to the US Census on gender, age and race.  This proprietary survey, with its 600+ questions, enables DDB to provide exceptional insight into American consumer attitudes and behaviors.  The 2013 study was fielded among 6,429 respondents during January 2013. 

About DDB  
DDB Worldwide ( is one of the world's largest and most awarded advertising and marketing networks. In 2012 DDB was named Advertising Network of the Year by Campaign, as well as Agency of the Year and Digital Agency of the Year by Strategy magazine. At the prestigious 2013 Cannes International Festival of Creativity, DDB won 93 Lions, the most ever for the network. In addition, The Gunn Report has listed DDB as one of the Top 3 Global Networks for the last 12 years. The agency's clients include Volkswagen, McDonald's, Unilever, Mars, Johnson & Johnson, and Exxon Mobil, among others.

Founded in 1949, DDB is part of the Omnicom Group (NYSE) and consists of more than 200 offices in over 90 countries with its flagship office in New York, NY.

About Omnicom Group Inc. 
Omnicom Group Inc. (NYSE-OMC) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

For further information on Omnicom and its brands, please visit

Christie Giera 

SOURCE DDB Worldwide