NO KIDDING, KIDS ARE ACTUALLY LISTENING TO THEIR PARENTS WHEN IT COMES TO TALKING ABOUT UNDERAGE DRINKING
Parents are the Leading Influence in a Kid’s Decision to Not Drink Alcohol
In recognition of Alcohol Awareness Month,
The Century Council, the leading national not-for-profit funded by distillers dedicated to fighting
drunk driving and
underage drinking, released new survey results today which reveal that parents continue to be the
leading influence on their kid’s decisions
to not drink alcohol. Additionally, the survey demonstrates when it
comes to talking about underage drinking, kids are actually listening to
their parents when they discuss this serious, important, and sometimes
awkward topic.
According to the research, parental influence with regard to underage
drinking has increased significantly over the past 10 years. Today,
83% of youth ages 10-18 years old, cite parents as the leading influence
in their decision to not drink at all, or not to drink on occasion,
which is up 28% proportionally from 2003. Parents rank significantly
higher than friends/peers and teachers which tied for second as the
leading influence on their decisions about drinking at 33%. Rounding
out the top six influencers are; punishment (28%), brothers and sisters
(24%) and law enforcement (23%).
“Contrary to popular belief the survey shows that parents do have a
strong influence over their kids when it comes to underage drinking,”
said Ralph Blackman, President and CEO of The Century Council. “Over
the last 20 years, The Century Council has produced and provided
educational tools and resources to parents, teachers, kids, coaches and
other influencers to help make the conversation about underage drinking
between parents and kids easier and more effective.
Our
Ask, Listen, Learn
program is the most widely distributed underage drinking youth
educational program of its kind in the country. While we cannot take
sole credit for the improvement in conversations between caregivers and
kids over the past nine years, we are thrilled to see the message to say
no to underage drinking is resonating with kids.”
Risk of Underage Drinking is Resonating with Kids
Today’s survey indicates significant
improvement in the effectiveness of conversations between caregivers and
kids on the topic of underage drinking since first examined in 2003. A
decade ago, research showed a disconnect between kids and parents on the
topic of underage drinking. In 2003, only 26% of youth reported their
parents or grandparents had spoken to them four or more times in the
past year about the dangers of drinking alcohol, while 49% of parents
reported to have spoken with their children.
According to the new research, parents are talking to their kids
about underage drinking and they are listening. Nearly half of parents
surveyed (46%), reported talking with their 10-18 year-old son or
daughter four or more times in the past year about the dangers of
underage drinking, and a nearly equal number (42%) of youth ages 10-18
reported speaking as frequently with their parents, grandparents, or
another adult caregiver on the issue.
Underage drinking often becomes a discussion topic when there is an
incident that triggers the conversation. According to the latest study,
the top three conversation starters for parents and youth today are:
(1) a tragedy reported in the news (54% parents, 47% kids; (2) something
seen on TV or a movie (49% parents, 41% kids) or; (3) someone else
getting caught with alcohol or drinking (37% parents, 36% kids).
“Concrete real world examples of problem drinking behavior are
excellent places for parents to start a conversation with their kid
about drinking. But with or without the perfect lead in, honest
discussion of the negative consequences of underage drinking and the
benefits of a healthy life style need to happen often and early,” said
Anthony E. Wolf, Ph.D. clinical psychologist and bestselling author of
“I’d Listen to My Parents if They’d Just Shut Up” and “Get Out of My
Life, but First Could you Drive Me and Cheryl to the Mall?”
Additional conversation starters to help parents approach the topic
of underage drinking as reported by parents include: curiosity about
alcohol (35%); learning to drive/driving the car (34%) and; going to a
party or other social outing (33%). Additional topics youth identify as
a trigger to get them and their parents talking about underage drinking
are: curiosity about alcohol (31%); going to a party or other social
activity (30%); information from school (27%); and curiosity about
whether you have friends who are drinking (28%).
Visit
www.centurycouncil.org and
www.asklistenlearn.com
to learn about other activities through the month of April and beyond
as we place focus on National Alcohol Awareness Month and continue the
work to keep our nation’s youth safe and alcohol free.
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The Century Council
The Century Council, is a national not-for-profit leader in the fight
to eliminate drunk driving and underage drinking and is funded by the
following distillers: Bacardi U.S.A., Inc.; Beam, Inc.; Brown-Forman;
Constellation Brands, Inc.; DIAGEO; Hood River Distillers, Inc.; and
Pernod Ricard USA. Headquartered in Arlington, Virginia, The Century
Council promotes responsible decision making regarding beverage alcohol
and develops and implements innovative programs and public awareness
campaigns which ignite action through strategic partnerships.
Established in 1991, The Century Council’s initiatives are highlighted
on its website at
www.centurycouncil.org and
www.asklistenlearn.org.
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About the research
The Century Council contracted Toluna to conduct an online survey of
10-18 year olds and parents of 10-18 year olds living in the same
household. Using one of Toluna’s demographically diverse panels, the
survey matched parents of 10-18 year olds and their age appropriate son
or daughter at the same time. A nationally representative sample of 509
parents and 10-18 years was completed February 15-16, 2012. Toluna is
the world’s leading independent online panel and survey technology
provider to the global market research industry. The margin of error
among the national sample is
+ 4.3%.
TRU conducted the May 2003 research among 10-18 year olds and
Wirthlin Worldwide (now Harris Interactive) conducted the parent
research utilizing their April and May 2003 National Quorum surveys.
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