The dawninga play revolu1
IKEA Play report 2024About IKEA Play Report 2024We live in a turbulent time and children are moreworried and stressed about grown-up things thanthey were just a few years ago. But there is anantidote – play.Our aim is to understand and convey the deeperlayers of children’s lives, emotions, needs, behaviours,and activities at home – and how that affects theirplay, happiness and wellbeing.At IKEA, we believe that children are the mostimportant people in the world, meaning that wetake play and a playful everyday life seriously. In thisreport, we delve into the role of play in relation towellbeing today compared to five years ago and darea guess at how it will look five years from now.We also take a closer look at the role and perceptionof play at home and how children and their familieslive out play to connect with each other and buildtrust, self-confidence, empathy, creativity, andimagination.2
IKEA Play report 2024Executive summaryThis report contains the findings from an extensive international research study on play and playfulness at home, carriedout by the Insights & Innovation consultancy Future Minds. Four key conclusions are at the core of the research:The dawning of a play revolution3 human priorities connected to playParents today are carving the way for a play revolution driven byconcerns for their children’s mental wellbeing and happiness in anuncertain, ambiguous, and ever-changing world. Both adults andchildren consider play a way forward – the key to escaping frompressure and stress and increasing happiness and wellbeing.Three human priorities are at the forefront of the play revolution:the desire for a stress-free and happy life, the wish to nurturechildren’s self-love and advocacy, and connection and familytogetherness.The home as the centrePlay isn’t equalof the play revolutionPlay might be a priority for a growing group of families, butthe play revolution is still not very equal. Many people wantmore playfulness in their lives but feel that time, space, andmoney don’t allow it.The home is not just a place, but a vital epicenter for leading amore playful life – and increasingly so. Both children and parentssee the world as a dangerous place, and they want the safe andcomforting space that is their home to meet the needs for increasedmental wellbeing, self-love and family togetherness. The home iswhere everything happens which means that it must 3
IntroductionIKEA Play report 202404 Introduction90%of children say theyalways or sometimesfeel happier whenthey play51%of children are happywith the amount of timethey have to play06 From play to playful living10 4 key conclusions11 The dawning of a play revolution17 Play isn’t equal21 3 human priorities connected to play95%26 The home as the centre of a play revolution32 What’s next?of parents say thattheir child’s happinessis closely or som...
