Brits believe children’s vocabularies are shrinking and we’re ‘lost for words’

Many parents believe they are responsible for building vocabulary at home, only a small minority are confident about how to help their child do it according to a new study

Seven in ten Brits believe today’s children use fewer words than previous generations, with 67% saying kids now struggle to express themselves confidently, according to new research.

Adults place much of the blame on screen habits; 74% are convinced phones, tablets, laptops, TVs and other devices are stunting speech rather than supporting learning.

And while many parents believe they are responsible for building vocabulary at home, only a small minority are confident about how to help their child do it, according to the survey by malt loaf brand Soreen.

The company has now partnered with broadcaster, author and lexicographer Susie Dent to boost the nation’s word power. Limited-edition packs of Soreen Lunchbox Loaves, which include a source of iron to fuel focus and learning, include a Wordplay insert featuring new words, definitions and short origin stories. The aim is to spark curiosity, conversation, and aid learning.

Susie said: “Evidence suggests that around four in ten children are falling behind in their vocabulary development. Many parents will know that reading, one of the keyways to improve our word power, is often being sacrificed to screen time.

“But learning comes in many different forms, and we can find it even in the smallest moments of the day, including snack-time. From ‘kerfuffle’ to ‘hullabaloo’, the words selected by Soreen will make families smile, wonder and, crucially, talk together about the magic of the dictionary. Wordplay is all about bringing the joy back to language.”

Liz Jacobs, marketing director at Soreen, added: “Parents are looking for ways to support learning at home, but time is tighter than ever. Wordplay fits seamlessly into family life with a snack, a smile, and a new word to try out together.

“With Soreen Lunchbox Loaves containing a source of iron to fuel focus and learning, it felt like the perfect moment to champion vocabulary in a fun and accessible way.”

The nationwide launch will see one-and-a-half million limited-edition packs rolling out across major UK supermarkets. Wordplay is available now in five-packs of Soreen Lunchbox Loaves nationwide.

Five words that make language magic

The Wordplay pack features some of the most magical words in the English language. Here are five tongue-teasers and their definitions.

Snarf – to gobble something up quickly and happily

Kerfuffle – a small commotion

Quizzical – (of a person’s expression or behaviour) indicating mild or amused puzzlement

Splendiferous – excellent, or very beautiful and special

Zany – amusingly unconventional and idiosyncratic.