The survey commissioned by The Wildlife Trusts and carried out by Savanta,⁽¹⁾ also found this concerning trend reflected by interviewees in Wales, where whilst 88% had positive memories of spending time outside as a child, over a third (38%) of respondents said they now spend three hours a week or less outdoors.   

The survey revealed deep connections between childhood and nature in Wales: 

• Over two thirds (69%) of people spent more than half of their time outside as a child.
• 59% of the people questioned said they were more likely to reconnect with nature after thinking about their childhood memories.
• 75% of the parents asked to recall their childhood memories said they now wished to encourage their own children to have more natural childhoods. 

There is already a wealth of evidence to show that spending time in nature boosts happiness, health and wellbeing. The new poll reveals a strong connection between childhood and nature with people recalling happy times spent outdoors and wishing the same for their children. However, the fact that a significant proportion of adults spend a very small amount of time in nature every week is a cause for concern.  

The Wildlife Trusts now plan to tap into the power of positive childhood memories to help adults to venture outdoors more. The charities are calling on people to ‘rewild your inner child’ by taking part in the 30 Days Wild challenge in the month of June. 

Sign up for 30 Days Wild

Beth Hopkins, Wilder Engagement Manager at The Wildlife Trust of South and West Wales says: "It is genuinely saddening to see how many people in Wales are spending such little time outdoors each week, especially when so many associate their childhood experiences in nature with happiness and adventure. What is encouraging in these statistics, however, is it that for many adults these positive memories can unlock a rekindling of their connection to nature and that a large proportion actively wish to encourage their own children to get outdoors.” 

The survey results include people’s happy memories of making mud pies and forest dens, playing tag, running barefoot in the rain, spotting deer in forest clearings, marvelling at snails and even falling in cowpats. Of the many places people recalled these memories the most popular were local parks and woodlands and many respondents remembered the excitement of unstructured, imaginative play and the feeling of freedom. 

In Wales, 8.6% of people said they now spent an hour or less per week outside. 

Beth Hopkins continues: “Spending time in nature can make a meaningful difference to both physical and mental wellbeing – encouraging exercise, reducing stress and anxiety, improving mood, boosting creativity, and helping people feel a sense of belonging both to their communities and to the world around them. Importantly, the more time people spend enjoying nature, the more they value it and care for it, and are then motivated to protect it."

"An essential part of our work is to help provide opportunities for people to build those connections with wildlife and green spaces on their doorstep, and activities like 30 Days Wild are a brilliant way for people to get involved – both to rekindle treasured memories and to make new ones!" 

The annual challenge to take time out to notice nature during June happens when wildlife is in peak performance mode. People can ‘re-wild their inner child’ by making use of the free 30 Days Wild guides, wildflower seeds, activity packs and inspiring community events – and reconnect with everyday wildlife found in gardens, local greenspaces and beyond. 

30 Days Wild has attracted more than three million participants across the UK and, with thanks to players of the Postcode Lottery, has helped people to enjoy and connect with nature for over a decade.  

This year The Wildlife Trusts have teamed up with Acamar Films and Bing to create a new range of fun, inspiring activity resources, designed especially for the next generation of young nature explorers. With much-loved children’s TV character Bing by their side, children can enjoy simple outdoor adventures, spot wildlife, use their imagination and make their own lasting memories of being in nature.  

Commenting on the research, Dom Higgins, Head of Health and Education at The Wildlife Trusts, says: 

“At face value it was hard not to be alarmed by the number of people who spend so little time outdoors – but we need to factor in that not everyone has easy access to natural environments.  On the flip side, town parks featured strongly in happy childhood memories and this is incredibly reassuring as our precious urban green spaces can offer both access to nature and a strong sense of community and belonging.” 

“Being outdoors in nature has so much joy to offer us all – fresh air, sunlight, birdsong and so many proven health benefits.  And the more time people spend outdoors appreciating nature, the more likely they are to help protect it.” 

 Take part in 30 Days Wild