Skip Nav

Nature Valley Generations of Kids Having Fun Ad

This Look at How 3 Generations of Kids Had Fun Will Make You Concerned For the Future

Nature Valley asked three generations the same question: when you were a kid, what did you do for fun?

Blueberry picking, said an elderly woman. Turning an old sign into a toboggan, said an older man. Building massive forts, recalled a woman. Just going to a field and playing baseball, said a man.

When it came time for the youngest generation — kids barely over the age of 10 or 12 — to respond, their answers were disheartening at best. Playing video games. Texting. Sending email.

"Just last week, I watched 23 episodes of a TV series in just four days," said one boy.

These kids aren't the only ones to blame. Nature Valley has launched a new campaign urging parents and grandparents to do their part to reintroduce the youngest generation to the wonders of the outdoors. As one mom put it best, "That special connection with nature . . . it's innate in all children but needs to be nurtured."

Latest Family