A survey of 1,250 young women, mothers and grandmothers found that 98% believe confidence, kindness and resilience are the qualities young girls will need to navigate the challenges of the world today. The research, commissioned by The Walt Disney Company EMEA, also revealed that more than a quarter of mothers (26%) want their daughters to emulate Moana, making her the most desired Disney Princess role model.
Kindness rated top quality to pass down
Grandmothers (76%) and mothers (65%) rated kindness as the number one quality they wanted to pass down to their granddaughters and daughters. Nine in 10 respondents agreed that TV shows and films influence young girls' behaviour, and 94% said it is important for young girls to look up to strong female role models like Disney Princesses.
Nearly eight in 10 (79%) of mothers believe Disney Princesses seen on screen shape young girls' traits and behaviour as they grow older. Three in 10 mothers said the princess franchise has helped them improve their confidence.
Princess values endure into adulthood
Lee Jury, SVP of marketing for The Walt Disney Company EMEA, said: “Stories have always been a powerful way for children to learn about the world and this research confirms those lessons endure well into adulthood.” He added that women of all ages draw on the values learnt from their favourite princesses and pass them onto the next generation.
The study also found that grandmothers believe showing courage in the face of adversity (36%) is what being a Disney princess means today, while 39% associate the princesses with kindness and 30% with being a confident leader. Respondents felt kindness (71%), confidence (61%) and resilience (50%) are traits apparent in Disney Princess films.
Mothers share princess activities with daughters
Mothers have passed down their enjoyment of the franchise, with 78% engaging in activities related to the films with their children at least monthly. Of the mums surveyed by OnePoll.com, 95% have noticed young girls copying the behaviour of a Disney heroine. A further 81% agreed that traits learned from watching these protagonists as young girls continue to be relevant as they grow up.
Overall, 30% of Millennials and 27% of Gen Zs said the iconic characters helped them be kinder to others, while 31% of mothers said the franchise helped them feel more confident.
Dancer and TV presenter Motsi Mabuse, ambassador for Disney’s World Princess Week, added: “Music and dance have shaped my whole life, so Tiana, who follows her dream with warmth and determination, will always have a special place in my heart.” She noted the joy of sharing princess stories with her own daughter, knowing the qualities she hopes her daughter carries through life are the ones found in the characters they love.
