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MAKE A LIFE, NOT JUST A LIVING

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Centrepoint study shows quality time with family leads to increased happiness and encourages families to put their loved ones first.

The Middle East has always been a region that places high importance on family values. However, recent studies show that there is an increasing imbalance between time spent at work versus quality family time. Centrepoint, Middle East’s largest fashion retailer, conducted a survey last year that showed over 48% of respondents claimed that they do not get sufficient time with their family. This year the brand surveyed over 500 people across the region and found that close to 40% state that they’ve missed out on a special occasion due to work obligations.

Research has shown that close bonds to family and having a strong emotional support system have a significant positive impact on our health. Centrepoint has taken it upon itself to encourage families in the region to balance their priorities and make time for loved ones to celebrate the upcoming World Family Day on May 15th The region’s leading retailer understands the benefits that quality family time can have on an individual’s well-being and wants to play its part in the happiness of its customers across the Middle East.

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In these tech-drenched, immediate-gratification days, individuals are in a constant need to be living in the fast track and striving for successful career growth. With many parents working longer hours, there is lesser time spent with children. The recent survey also showed that over a fifth of the respondents have less than one meal a day with their families, leading to loved ones complaining that they do not get to spend enough time with them. Studies have shown that a start of a healthy work life balance is having a meal with your children away from distractions such as the TV, video games and cell phones. This goes a long way in encouraging conversations that you would like to, or need to have with your children.

Among the respondents surveyed, an overwhelming 96% live with families. This continues to be a popular trend in the region and the numbers are significantly higher than families in the Western world. However, despite a high rate of individuals living with families, lack of quality time spent with family continues to be an issue that can be addressed. However, it is heartening to note that a majority of the respondents claimed that they treasure meaningful one-on-one time spent together with family. In particular, parents surveyed said that balancing your priorities as parents also teaches children to bring balance to their lives.

Centrepoint’s latest initiative, #MakeTimeForFamily highlights the most important factor in balancing your priorities through a campaign that stems from the brand’s continued work in support of families in the run up to World Family Day. Centrepoint has partnered with Fun City to gift free rides passes across stores in UAE, Kuwait, Qatar, Oman, Bahrain and select stores in KSA for every purchase made on 15th May.

 Simon Cooper, Head of Centrepoint, says,” It wasn’t always the case where I realised how much I have been consumed by work obligations until I started missing on important events. Promising my personal time to my family at least once a day is important to develop that quality time with them. I want my children to start balancing their priorities and we at Centrepoint have always encouraged our loyal customers to never take quality time with family for granted and create irreplaceable memories.”

This year, the brand is sharing family conversation series on social media to show different scenarios of parents putting their families first, and is also launching a video contest on social media encouraging fans to share their own shared family moments as short videos, in order to win family vouchers.

 About Centrepoint

Centrepoint represents the Landmark Group’s strategy to synergize its core retail concepts, Babyshop, Splash, Shoe Mart, and Lifestyle, under one identity, thereby projecting a single fashion destination for an aspiring generation of shoppers.

The most visible benefit of this convergence has been the enhanced design and stimulating shopping experience for consumers. Centrepoint offers the same great value for money in a visually exciting destination for the whole family. It is shaping consumer perceptions, increasing brand worth and fueling future growth for the group in the mid-market retail section.

Centrepoint has received numerous accolades for its marketing initiatives and was recently awarded Gold for both the Film and Film Craft categories at the Dubai Lynx Festival. It also received nine awards, including three Gold, at the coveted Cristal Festival in France, one of the biggest advertising events in the world. The regional retailer won under the categories of Film and Film Craft for its superbly creative work on the 2016 sale campaign. It has also won the Images RetailME Awards’ Golden Ribbon of Excellence for the Most Admired Marketing Campaign of The Year in 2015 and the Most Admired Social Media Campaign of The Year for the past two consecutive years – 2015 & 2016. The retailer was also awarded Gold in the Social Media Marketing category at ICSC 2015 MENA Shopping Centre and Retailer Awards for its retail strategy and innovative marketing campaign, Brand Brilliance & Brilliance in Marketing awards at the BOC Brilliance awards. Its successful Family Time campaign has won awards at the MENA Cristal Awards 2016 and at the MEPRA awards 2015, Retail Awards Middle East Most Admired Social Media Campaign of the year and MEPRA 2016 Awards Gold Winner.

First launched in Kuwait in 2005, Centrepoint already has 140 stores across UAE, Saudi Arabia, Kuwait, Oman, Bahrain, Qatar, Egypt, and Lebanon.

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