NEW YORK, NY -- Americans, including parents and teens, remain pessimistic about the next generation, a tracking study by the nonpartisan, nonprofit Public Agenda has revealed. As was the case in 1997 when Public Agenda's benchmark survey of American attitudes toward young children and teens was released, relatively few say today's children will grow up to make America a better place (37 percent of the general public in 1997, 38 percent in 1999). Additionally, Kids These Days '99: What Americans Really Think About the Next Generation finds that the public continues to be disturbed by the lack of values such as honesty, civility and responsibility in America's youth.

The deep concerns Americans voice about our nation's youth have not abated even in these more prosperous times. This means more urgent attention must be paid to finding solutions and this is exactly what Ronald McDonald House Charities does through our grant-making initiative, said Ken Barun, President and CEO of Ronald McDonald House Charities, a sponsor of the research along with The Advertising Council. Ronald McDonald House Charities will continue to address the needs of children and their families. It is incumbent upon other organizations to do the same.

Lazy, Spoiled and Rude

Children and teens are described by the majority of Americans in negative terms. In both the 1997 and 1999 surveys, 53 percent characterize children with words such as lazy, spoiled and rude. About seven out of ten call teens irresponsible and wild (67 percent in '97; 71 percent in '99).

Deborah Wadsworth, Public Agenda's Executive Director, said, The lack of change in public opinion over the last two years confirms both the validity and significance of the first study and suggests how deeply felt Americans' concerns about the next generation are.

Parents Held Chiefly Responsible

A larger percentage of Americans blame irresponsible parents (49 percent in 1999), compared to those who say problems stem from social and economic pressures on families (37 percent in 1999). And as was the case in '97, only one in five says it is very common for parents to be good role models and teach their children right from wrong. Instead, more than half say it is very common for people to have children before they are ready (59 percent). Other criticisms from the public are that couples dissolve their marriages too easily (53 percent say this is very common), and that parents think buying things for their children is the same thing as caring for them (52 percent).

Not Willing to Write Off Kids

About eight in ten Americans acknowledge it is much harder to be a parent these days (78 percent in 1999; 81 percent in 1997). The public also believes parents compete with outside forces, such as drugs, violence and crime, while attempting to raise good kids. Nearly seven in ten say kids abusing drugs or alcohol, or kids seeing too much violence or sex in the media are very serious problems. Despite their pessimism and disappointment with the nation's youth, however, very few are willing to write off kids. Nearly nine in ten agree that with enough attention and guidance almost all teens can get back on track, even those who are regularly in trouble.

The Ad Council viewed these findings as a wake-up call. We are further committed to developing and implementing communications programs that help kids and parents, said Ruth Wooden, President of The Advertising Council.

Little Support for Big Government Solutions

Consistent with 1997 findings, the new study shows that most Americans do not consider broad, national government programs as the key to finding solutions for the problems facing kids. Only one in three says additional government funding for child and health care programs (34 percent) or welfare programs (33 percent) would be very effective. And only one-quarter says a shortage of government programs that support kids is a very serious problem, although among minority Americans this rises to 37 percent. The public ranks other ideas as very effective solutions, such as improving public schools (68 percent); more after-school activities for kids (60 percent); employers offering parents more flexible work schedules so they can spend more time with their children (59 percent); and greater involvement by volunteer organizations dedicated to kids (52 percent).

Americans' concerns about the next generation's values and behavior emerge again and again in Public Agenda's research, and they cut across every demographic group, Ms. Wadsworth said. Yet, despite the depth and breadth of concern, these viewpoints get lost in leadership policy debates.

The second in a series of five studies, Kids These Days '99 is based on two national telephone surveys: one with 1,005 adults, including 384 parents of children under 18, and one with 328 children aged 12 to 17. The margin of error for the adult sample is three percentage points; for the teenage sample, six percentage points. The questionnaires were designed by Public Agenda, and all interpretation of data reflected in the analysis was done by Public Agenda.

Kids These Days '99 was prepared by Public Agenda's Assistant Director of Research Ann Duffett; Director of Programs Jean Johnson; and Director of Research Steve Farkas. Johnson and Farkas are also senior vice presidents.

Visit Public Agenda's Web site, www.publicagenda.org, for additional details on Kids These Days '99, and to find related information on the family, education, drugs and, in the near future, alcohol. The benchmark 1997 study can be ordered from Public Agenda for $12.50, shipping and handling included.

About Ronald McDonald House Charities

RMCH provides comfort and care to children and their families through its 27-country network of local charities. RMHC makes grants to not-for-profit organizations and provides support to the Ronald McDonald House program. Nearly $200 million in grants to children's programs has been awarded by RMHC and its global network of local charities. Its cornerstone Ronald McDonald House program, with 195 Houses in 15 countries, has provided a home-away-from-home for nearly two million family members. In conjunction with America's Promise, RMHC has committed to award $100 million in grants over five years.

About The Advertising Council

The Advertising Council is a private, nonprofit organization, which has been the leading producer of public service communications programs in the United States since 1942. The Ad Council supports campaigns that benefit children, families and communities. The communications programs are national in scope and have generated strong, measurable results. Ad Council campaigns have helped to save lives and resources and to educate the public about issues and concerns of the day. The Ad Council is financed through contributions from more than 300 corporations. In 1995, it launched a 10-year children's initiative to focus the majority of its resources on developing campaigns which improve the circumstances for children in this country.

About Public Agenda

Founded in 1975 by social scientist and author Daniel Yankelovich and former U. S. Secretary of State Cyrus Vance, Public Agenda works to help average citizens better understand critical policy issues and to help the nation's leaders better understand the public's point of view. Public Agenda's in-depth research on how citizens think about policy forms the basis for extensive citizen education work. Its citizen education materials, used by the National Issues Forums and media outlets across the country, have won praise for their credibility and fairness from elected officials from both political parties and from experts and decision makers across the political spectrum.