Almost five years on from national lockdowns and bans on foreign travel, the world is nearly back to where it was before the pandemic. However, many industries are still noticing the aftereffects all this time later, and few are seeing this as much as children’s services. Brands in the children’s services sector have a unique opportunity to offer additional support for the children who started school this academic year or will do in the next couple of years after being born in the height of the pandemic.
In July last year, a study was launched by City, University of London to see if being born in the pandemic has affected the talking and thinking skills of children. This is known as the “Born in Covid Year – Core Lockdown Effects (BICYCLE)”[1] study. Its timing coincides nicely with this key generation starting school and beginning to explore the world outside the home with more extracurricular activity options and opportunities to make new friends during this formative time. This also brings to light the nation’s concerns over the lasting impact being born in the days of lockdowns has had on our youngest generation.
This is where franchises operating children’s services have an opportunity to truly help and support young families who may also be nervous about the impact of the Covid years on their children. Whilst starting school and being around other children is a core part of children’s development, it can also be an overwhelming time for young children, with many parents opting to introduce them to new extracurricular activities when they feel their child is more settled at school. Franchises and franchisees operating in the children’s sector can use this knowledge to welcome in this generation and reassure parents that they are aware of the concerns for children of this age. You can also share your expertise by following studies like BICYCLE and making sure you’re equipped to answer how your extracurricular activity can support children in your area after living through the pandemic at such an early age.
There are many ways children’s services and extracurricular activities have positive effects on children’s development. For example, sports help with motor skills and arts activities help build confidence and communication skills. Furthermore, the Department of Education says, “creative expression supports children’s emotional wellbeing and reduces anxiety”. [2] This is a really key detail for any parents who find themselves being unsure of whether they feel their child is ready to take on an activity outside of the home and their school. Whilst children’s anxiety could be higher for this generation, parental anxiety can be too. This is completely understandable given the landscape in which they became a parent, especially if they had their first child during the pandemic. Therefore, being able to explain to a parent that giving their child a chance to take part in an activity where they can make new friends, explore self-expression, learn new skills and set them on a path for good mental health is not only a great way to market your franchise business, but also a claim rooted in psychology.
As a children’s activity franchisee, you have a special opportunity to serve the children in your community by helping them build skills and boost their confidence. There are few individuals who enter the world of franchising in the children’s sector who don’t have an interest in supporting the lives of children, and this is just one example of how you can do just that, with pride.
Consider how you speak to parents of younger children, especially parents with children born in the pandemic, let them know you’re aware of the current key topics in children’s education and reassure them of the positive impact your activity can have. You really do have the power to improve the lives of children with your service, and it’s never been as important as it right now.
This article comes courtesy of Stagecoach Performing Arts, the UK’s largest extracurricular performing arts school provider for children. To find out more about investing in your own Stagecoach school click here.
