By Zoya Gervis // SWNS
New York office – 646-873-7565 /

With more parents at home with their families, they’re facing tough questions from inquisitive kids, according to new research. In fact, parents field 468 difficult questions from their kids each and every year!  

The poll of 2,000 parents with children ages 2-12 found in a typical week, they creatively respond to 39 hard-to-answer questions a month at any given point of the day in this new normal.

The study, conducted by OnePoll in conjunction with online retailer Zulily, aimed to explore how parents handle kids’ difficult questions. It discovered “Is Santa real?” and “Where do babies come from?” are some of the most commonly asked questions parents had to rack their brains to answer, but questions also veered towards larger issues like the environment.

When answering these hard-hitting questions, nearly half (44%) of moms studied revealed they’ve had to google the answer before responding. And despite being stumped, many (43%) moms stated they are proud of their kids when they get asked these difficult questions because it shows that kids are deeply interested in the world around them and even more so during these dynamic times. 

Kids are engaging their parents about sustainability and the environment. A surprising 28% of moms have experienced their kids ask them why they have to recycle, while nearly a quarter (22%) of moms studied said their kids ask them what being “green” means.

“There is no single parenting guidebook that has all the answers. And in today’s complex world, we are seeing more parents wanting to raise children who are curious, conscientious and connected to their communities through their actions and products they buy for their families,” said Carmela Matthews, merchandise manager at online retailer Zulily and mom of three. “What’s important, more than ever, is that parents give kids the tools to fuel their inquisitive spirit and to care about the world around them.”

Eighty percent of mothers think that by making small changes in their purchasing habits, they can have a positive impact on the environment and community. They’re certainly thinking about the earth more: four in five of moms say they are more environmentally conscious since having kids. Yet, most (57%) of parents say that availability of products is a main reason that keeps them from purchasing eco-friendly products, compared to 47% who say price is a factor. 

“As a parent, it’s important to me to show my family that small changes can make a huge difference, and that you don’t need to spend a lot to do the right thing,” said Matthews. “That’s why I choose reusable food containers over single-use plastic, opt for toys made out of recyclable materials, and even line-dry clothes when I can. Kids ask their fair share of difficult questions, but they also ask the best questions and it all starts with one — ‘how can I help?’”


  1. Is Santa real?                                            37%
  2. Where do babies come from?                   36%
  3. Why do we have to recycle?                     29%
  4. Do animals get married?                           27%
  5. What does ‘green’ mean?                         27%
  6. What does (expletive) mean?                   26%
  7. Why is the sky blue?                                26%
  8. Why can’t I stay up as late as you?         25%
  9. What does love mean?                            25%


  1. Availability                                         58%
  2. Price                                                  50%
  3. Products don’t work as well              35%


  1. Stella McCartney                    34%
  2. George Clooney                     33%
  3. Leonardo DiCaprio                 33%
  4. Megan Markle                        27%
  5. Jessica Alba                          24%

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