A poll of 1,250 young women, mums and grandmas found 98% believe confidence, kindness and resilience are the qualities young girls will need to prepare themselves for life in the modern world. Grandmas (76%) and mums (65%) rated kindness as the number one quality they wanted to pass down to their granddaughters and daughters to equip them for tackling modern life.
Strong female role models on screen
Nine in 10 also agreed TV shows and films can influence young girls’ behaviour, with 94% saying it’s important for young girls across the country to be able to look up to strong female role models, like Disney Princesses. Nearly eight in 10 (79%) of mums believe Disney Princesses seen on screen shape young girls’ traits and how they behave as they get older – with more than a quarter wanting their daughters to emulate Moana (26%).
Lee Jury, SVP, marketing for The Walt Disney Company EMEA which commissioned the research, 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. Women of all ages draw on the values learnt from their favourite princesses growing up to navigate the world today - and in time pass those values onto the next generation. It’s inspiring to see these characters play such a meaningful role across a lifetime.”
What being a Disney princess means today
The study also found grandmas 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 also felt kindness (71%), confidence (61%) and resilience (50%) are traits that are shared by Disney Princess film characters.
Mums have passed down their enjoyment of the franchise to their daughters too, with 78% engaging in activities related to the films with their children at least monthly. And 95% of mums who took part in the study by OnePoll.com, have noticed young girls copying the behaviour of a Disney heroine.
Lasting influence of Disney Princesses
A further eight in 10 (81%) agreed 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. Meanwhile, 31% of mums 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. I adored princesses as a child and now it’s a true joy to share that with my own daughter. Whether we’re dancing around the living room or lost in a story together, I love knowing the qualities I hope she carries through life are the very ones she finds in the characters we love so much.”
The research also highlighted the important traits young girls need to navigate the challenges of the world today, including confidence, kindness, resilience, independence, emotional intelligence, courage, problem-solving skills, compassion, creativity, and curiosity. Disney Princesses mothers and grandmothers most want their (grand)children to emulate include Moana, Belle (from Beauty and the Beast), Merida (from Brave), Cinderella, Snow White, Mulan, Rapunzel (from Tangled), Pocahontas, Jasmine (from Aladdin), and Ariel (from The Little Mermaid).
