picture of a mum giving child a card and some flowers

Naughty but nice: The kindness of today’s kids revealed

  • Nine in 10 kids think being kind is the best personality trait a person can have
  • Children carry out as many as four acts of kindness a day
  • Nearly a third (32 percent) even say please and thank you to Alexa or Siri
  • As part of their #ToMyBaby campaign, Fairy Non Bio has partnered with Great Ormond Street Hospital Children’s Charity (GOSH Charity) to shine a light on the importance of kindness, love and care

Fairy Non Bio has launched the #ToMyBaby campaign to support Great Ormond Street Hospital Children’s Charity (GOSH Charity), to shine a light on the importance of kindness, love and care by encouraging parents to share letters with their children to remind them of the things that truly matter, however busy life gets. 

According to new research* positive traits kids have taken from mum and dad include always saying please and thank you (72 percent) and giving hugs to friends and family (46 per cent). Children believe they carry out as many as four acts of kindness in a typical day such as opening doors for other people and helping around the home - almost a third (32 percent) even say please and thank you to electronic devices like Alexa or Siri. 

A poll of 1,000 kids aged 6 to 16, commissioned by Fairy Non Bio,  found that children credited their parents with teaching them how to be nice (51 percent), make people smile (44 percent) and the difference between right and wrong (93 percent). While 93 percent think their parents have done well in teaching them kindness, they have also picked up some more mischievous traits from them such as being messy (15 percent), procrastinating (15 percent) and not listening (15 percent).

Other naughtier habits children reckon they’ve learnt from their parents include being sarcastic (25 percent), impatience (17 percent) and staying up late (26 percent).

Charlotte Ainslie, Senior Brand Manager at Fairy Non Bio says: "Kids clearly pick up more than parents realise! Every word we speak, every action we take, leaves an impression on our children's personalities. But it’s heart-warming and reassuring to see that in such a fast-paced world where we’re constantly thinking about ‘what’s next’, kids are learning that kindness, love and care are the qualities that truly matter, helping to create a more kind and compassionate society. 

“At Fairy Non Bio, we understand just how important this is and why every child deserves unconditional care which is why we’ve partnered with GOSH Charity to ensure every child is wrapped in kindness, love and care."

For every pack of Fairy Non Bio purchased at Home Bargains Fairy Non Bio will donate 5p to GOSH Charity to help support seriously ill children and their families from across the UK. 

picture of Vogue Williams

TV presenter, podcaster and Fairy Non Bio ambassador Vogue Williams is supporting the #ToMyBaby campaign by writing her own letter to her children on the importance of kindness, love and care. 

Vogue says: "A few years ago I wrote a letter to Theodore telling him what I hoped and dreamed for his future, so now I'm writing one for Otto. Fairy Non Bio is at the heart of family and have once again teamed up with GOSH Charity to help support families when they need it most.”


Liz Tait, GOSH Charity’s Director of Fundraising said: “When a child is facing serious illness, making special memories together as a family and spreading kindness as much as possible is more important than ever, so we’re thrilled to once again be partnering with Fairy Non Bio on their #ToMyBaby campaign. All the money raised will help provide vital support for children and their families during what can be an extremely challenging time, so we’d like to say a huge thank you to everyone who buys a special pack from Home Bargains -every penny makes a huge difference.”


To support the campaign write your own #ToMyBaby letter and head to Home Bargains now to buy a pack of Fairy Non Bio. 

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