Parent shaming - just plane wrong

• Over three million travellers have been ‘parent shamed’, criticised or made to feel inadequate, when flying with their children in the last five years
• A fifth (20 per cent) of mothers who experience negativity have been made to feel uncomfortable about breastfeeding on a flight
• One in ten (10 per cent) of parent-shamed adults have had their child physically moved or hit by someone on their flight
   

New research from Direct Line Travel Insurance¹ reveals over three million (32 per cent) parents travelling with young children in the last five years have experienced ‘parent shaming’, being criticised or made to feel inadequate, by fellow passengers.

Over a third (32 per cent) of parents travelling with babies and toddlers in the last five years have experienced ‘parent shaming’ from other passengers, with 50 per cent overhearing other passengers complaining about their children. This equates to as many as 600,000²Brits facing negativity from fellow travellers every year.

What is even more shocking is that one in five (20 per cent) women were ‘parent shamed’ by other passengers when breastfeeding on a plane, with one in 11 (nine per cent) feeling uncomfortable as a result of negative comments or behaviour of their fellow passengers. Some mothers were even explicitly asked to stop breastfeeding (11 per cent), or to do so in a bathroom (three per cent). As a result, over a quarter (26 per cent) of parents admit to avoiding breastfeeding whilst flying to ensure they are not ‘shamed’ by others.

One in five (20 per cent) parents who have been ‘shamed’ have been asked to move seats because of their child’s behaviour and one in 10 (10 per cent) parents have had their child physically moved or hit by someone else on their flight. Others have been subject to passengers directly telling them how they should manage their child’s behaviour (28 per cent), asking them to stop their child crying (15 per cent) or had their child told off by someone else (9 per cent).

Parents experiencing negativity have also experienced indirect ‘parent shaming’ by witnessing fellow passengers complaining to the cabin crew about their child (23 per cent). A quarter (25 per cent) have overheard someone say they should not be flying with their child and 20 per cent have been outwardly glared at when their child made any noise.
 

Table one: Steps taken by parents who have flown with a child to ease the pain

 Source: Direct Line Travel Insurance 2017
 

To avoid being shamed, parents who have flown with children are forking out extra to fly direct (33 per cent), travel in another class of cabin (24 per cent) and bribing their children to encourage good behaviour and avoid judgement. Over a quarter (27 per cent) even admit to giving their children medicine to encourage them to sleep thought the flight, and a further 25 per cent give them homeopathic sleeping aids, just to avoid passing comments from other passengers.
 

Tom Bishop, head of travel insurance at Direct Line, commented: “Time spent on planes is rarely fun for stressed parents who are likely to have spent the last few hours desperately organising sleepy children, trying not to lose said children in the airport, misplacing passports and the incessant ‘are we nearly there yet?’. 

“Travelling with children is hard enough without having to worry about other passengers complaining about sitting near children, and being given advice about how to look after your kids. We’re all jetting off for a little rest and relaxation after all, so when flying with families it’s important for travellers to remember a little patience and some ear plugs go a long way.”

Parent shaming issues are unfortunately not restricted to just flying. Nearly one in ten (nine per cent) of those who have experienced negativity have been asked to stop breastfeeding on a coach or ferry, seven per cent –have been told to stop on a tube and five per cent have been asked to stop on a train. Furthermore, nearly a quarter (17 per cent) have had their child hit by a disgruntled passenger on a ferry and one in ten (ten per cent) have had their child hit on a train due to their behaviour.  

Bishop continues: “Travelling with children or not, it’s important for holidaymakers to always buy their insurance when they book their holiday, so they can rest and relax with the peace of mind that they’re covered, should anything unexpected happen.”
 

- ENDS -
 

Notes to Editors

• ¹Research conducted by Opinium amongst 4,014 UK adults between 29 August and 4 September 2017.
• ²247 of 4,014 (6%) adults claim to have experienced negative comments and behaviour about their children in the last five years. 6% of 51,767,000 (UK adult population as of mid-2017) = 3,185,463. Averaged over five years this is 637,093 annually.
   

For further information please contact:
 

Claire Jarrett
 
Media Relations Executive

Direct Line Group

Tel: 01651 832 411

Email: claire.jarrett@directlinegroup.co.uk
 

Antonia Green

Citigate Dewe Rogerson

Antonia.green@citigatedewerogerson.com

0207 282 2967
 

Direct Line

Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home, travel and pet insurance cover direct to customers by phone or on-line.

Direct Line general insurance policies are underwritten by U K Insurance Limited, Registered office: The Wharf, Neville Street, Leeds LS1 4AZ. Registered in England and Wales No 1179980. U K Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

Direct Line and UK Insurance limited are both part of Direct Line Insurance Group plc.
 

Customers can find out more about Direct Line products or get a quote by calling 0345 246 3761 or visiting www.directline.com/travel-insurance