Obsurvant conducted research for Energy PR on behalf of My Nametags exploring “parenting lasts” – exploring the moments that happen for the final time as children grow up.
The research found that children stopped calling their parents “mummy” or “daddy” at an average age of 7.3. The findings have been featured in the South Wales Argus.
Methodology
Obsurvant surveyed 1,000 UK parents of children aged 8–14 between 15 and 17 July 2026. The research was commissioned by Energy PR on behalf of My Nametags.
View the full data tables and question wording.