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A new phenomenon is appearing in focus groups composed of youngsters: a desire for more time with their parents. They are even happy to accompany Mom and Dad during chores like picking up the dry cleaning and going to the grocery store. When one major advertising agency asked a group of children if it was "cool" or "uncool" to rebel against or make fun of parents, the unanimous answer was: "Uncool."

"The research clearly shows kids miss the quantity time, and the quality time isn't cutting it," says Rick Cronin, president of Fox Family Worldwide.

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Preserve the family
May 3, 1999
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