A new poll commissioned by The Wildlife Trusts has found that nearly half of UK adults spend just three hours or less outdoors a week, despite fond childhood memories of being outdoors.
The survey carried out by Savanta,(1) also found this concerning trend reflected by interviewees in the North West, where, whilst 87% had positive memories of spending time outside as a child, over a third (41%) of respondents said they now spend three hours a week or less outdoors.
The survey revealed deep connections between childhood and nature in the North West:
- Nearly two thirds (59%) of people spent more than half of their time outside as a child
- 66% of the people questioned said they were more likely to reconnect with nature after thinking about their childhood memories
- 83% 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.
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.”
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 the North West, 7% of people said they now spent an hour or less per week outside.
Dom Higgins continues: “We’re urging people to spend a few minutes recalling a childhood memory of being outside and then to venture outdoors and experience nature once more. Taking a moment this June to rewild yourself can be as simple as stopping for a few deep breaths at your local park, scattering wildflower seeds in your garden or window box, or lying on the ground looking up through the trees to the birds above.”
“However you choose to reconnect with nature, our 30 Days Wild challenge is packed full of ideas for both adults and children. Together, we can all be inspired to enjoy and also to help protect and restore our natural world.”
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.
To take part in this year’s 30 Days Wild challenge visit 30 Days Wild – Cheshire Wildlife Trust
(1) Savanta interviewed 2,016 UK adults online between 23 and 24 April 2026. Data was weighted to be representative of UK adults by age, gender, ethnicity, and region. Savanta is a member of the British Polling Council and abides by its rules.
