Three quarters of parents believe their children's imaginations are being held back by screen time, homework and packed schedules, according to a new poll.
The survey of 2,000 parents found that spending too much time on digital devices (49%) was the biggest barrier to children being more creative, followed by homework (47%), busy morning and evening routines (29%) and not having enough free time after school (20%).
Parents admit their own commitments get in the way
However, 62% of parents admitted that their own work commitments often get in the way of helping their child with creative activities. Half of parents put it down to their own tiredness, while 40% pointed to household chores, with cooking the evening meal cited by 39%.
The research was commissioned by Ben's Original, which has teamed up with parenting expert Sue Atkins to help parents take the pressure off mealtimes and allow families to find more time to be creative together.
Expert advice on everyday creativity
Sue Atkins said: "Creativity doesn't have to mean expensive toys, elaborate activities or hours spent making things.
"Some of the loveliest opportunities for children to use their imaginations happen in everyday moments - helping prepare dinner, inventing stories or simply chatting around the table.
"When children are invited to join in, experiment and have fun without worrying about getting things right, they're building confidence, curiosity and connection."
Pressure on children and campaign launch
The findings come as Ben's Original partnered with BBC Children in Need, releasing limited-edition Pudsey microwaveable rice packs and launching its "Do Something Great with Every Plate" campaign, pledging £200,000 to support children and young people facing challenges across the UK.
The study found 84% of parents believe children are under more pressure than ever, and 56% admitted to their little one avoiding creating things for fear of 'getting it wrong'. School tests and grades (57%), expectations from adults (49%) and fear of being laughed at (48%) were among the contributing factors.
However, 41% of parents are keen to enjoy more imaginative activities with their children. Those who want to encourage creativity do so to help their child's confidence and self-expression (75%), happiness and mood (68%) and mental health and emotional wellbeing (64%), with parents noticing their children are happier (31%), calmer (23%) and more confident (20%).
Celebrity support for youth club
Celebrity Ashley Banjo joined members of Devas Youth Club to help unleash their creativity by painting custom designs onto plates, followed by a DIY dinner.
Ashley Banjo said: "Let's be honest, finding the time to sit down and do anything creative with the kids when life is moving at a million miles an hour can feel impossible.
"As a dancer, you quickly learn that you're not going to get every move right first time. You have to give it a go, get things wrong and keep going; that's all part of the fun.
"I loved seeing the kids at the youth club this week, seeing them lose themselves in creativity, then sit down for a meal together.
"It was a reminder of why spaces and wider initiatives like this are so important in local communities."
