OREO Unveils Insights On ’Family Time’ In The Gulf

Parents across region spend an average of 3.69 hours with their families each day

OREO, the world’s favorite cookie from Mondelēz International, has recently revealed the results of a study that focuses on ‘Family Time’ trends in the Gulf Arab region.

The study is part of OREO’s deep commitment to encouraging parents in Saudi Arabia, the UAE and other Gulf countries to spend more time with their kids. It is also part of ‘The Family Leave Initiative’, a social campaign launched by OREO to encourage busy, working parents to leave their offices an hour earlier than usual, at least once a year so they can spend more time with their families.

The OREO ‘Family Time’ study is based on a survey conducted in Saudi Arabia, the UAE and Kuwait, and includes responses from 309 employees in 13 companies. The study reveals that, on average, parents in the Gulf spend 3.69 hours a day with their families, compared with 2.1 hours a day in Europe . However, whereas almost all the people in surveyed in the Gulf would like to spend more time with their families, in Europe the figure was only 28%.

Those who said they wanted more time with their familes not only believed that this brings families closer together but also sets a better example for children as they transition into adulthood. Other common reasons included helping solve family disputes and maintain family harmony. Many respondents also felt that additional family time helps pass on family values, keeps cultural values alive and alleviates emotional stress amongs family members. When asked what would enable them to spend more time with their family, most respondents answered better time management skills.

Said Mr. Vishal Tikku, Middle East Area Director, Mondelēz International: “The ‘Family Time’ study attempts to understand better the dynamics of family life across the Gulf and brings attention to the importance of families spending time together. The initiative draws on our global brand-philosophy which aims at ‘celebrating the child in you’. We truly believe that joyous moments spent with the family, indulging in pure fun, go a long way to ensuring the family’s well being, especially in stressful environments. We strongly advocate that everyone should make time for these simple pleasures-of-life, in parallel with the pursuit of other achievements.”

Ngozi Megwa, President, Women Leadership Network, MasterCard Middle East and North Africa, stated: “This inspiring initiative gave our employees a chance to step back and reflect on the time they spend away from their families owing to their professional duties. OREO’s initiative serves as a wakeup call for all of us, especially parents, to strive for a healthy, work-life balance and to commit more time to our families, especially our spouses and children.”

Silvio Liedtke, Chief Operating Officer, Landmark Leisure, one of the companies that participated in the study, observed: “When OREO approached Fun City for this unique initiative, we were happy to support and participate in their campaign. At Landmark Leisure, we encourage our employees to have a work-life balance that helps them spend quality time with their families. Hence, OREO’s ‘Family Leave Initiative’ was a welcome reminder for all of us to find a healthy equilibrium between our familial duties and our professional responsibilities.”

Emirate:  Dubai

Date: Mar 10, 2013

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