Supporting early childhood development

This week we launched our Everyday Magic campaign in partnership with the Royal Foundation Centre for Early Childhood.  Everyday Magic aims to inspire Co-op members to share everyday magic and help make a difference to the development and wellbeing of babies and young children. 

For our Co-op this is an exciting opportunity for members to use their voice and share their ideas and inspiration for finding those simple everyday magic moments with young children. We’ve heard from over 9,000 of our members that helping young children thrive is an issue they care about and is also rooted in Co-op’s social value strategy about providing opportunities for children and young people. 

We have been working really closely with The Royal Foundation & Dr Nicola Canale, an early childhood psychologist to develop the campaign.  

The Current Picture: How Are Our Youngest Children Doing? 

The science is crystal clear: the period from pregnancy to age five lays the foundation for lifelong learning, resilience, and wellbeing. Yet, according to research from The Royal Foundation Centre for Early Childhood, only around half of UK adults feel confident in their understanding of how early social and emotional skills actually develop. 

Add to this the rising pressures on families — financial strains, busy lifestyles, limited access to support — and the impact is showing.  More children are struggling with settling into school and nursery settings, managing emotions, navigating friendships, communicating clearly, and building key self‑care and attention skills. 

Without the right support, these early hurdles can snowball into challenges with learning, behaviour, relationships and mental health as children grow. The good news? Early support can change the story. When we prioritise nurturing, responsive relationships and tackle the barriers families face, we strengthen the wellbeing not just of children today — but of generations to come. 

The “Everyday Magic” of Playful Connection 

Here’s the beautiful part: supporting a child’s development doesn’t require fancy toys, complicated routines or expensive activities. The real magic happens in everyday moments. 

Think of a shared smile. A silly song. A quick round of peekaboo. These back‑and‑forth interactions may look simple, but they’re doing extraordinary things behind the scenes. 

UNICEF emphasises how these things are essential for building young brains — helping children develop communication skills, emotional regulation, social understanding and even the ability to concentrate. They strengthen relationships and reduce stress for both children and adults. They’re tiny—but mighty. 

These moments are the gold dust of childhood: short, joyful, playful interactions that leave long-lasting positive imprints. 

What Happens When We All Pause, Play and Connect More? 

Imagine a society where every child grows up with strong early relationships, emotional resilience and the confidence to communicate and explore. The ripple effects would be enormous. 

When caregivers regularly pause, play and connect, children develop stronger attachment bonds, greater empathy, better emotional regulation and more robust communication skills. Over time, this contributes to: 

• Children who thrive in life and at school 

• Young people who handle stress more effectively 

• Adults who form healthier relationships 

• Communities that are more cooperative, compassionate and connected 

And as these benefits accumulate, they ease pressure on education, health and social care systems. The investment is small — a few moments of presence each day — but the societal return is huge. 

Why is Co-op involved? 

Co-op is well placed to support Everyday Magic because we are a community retailer embedded in everyday family life, present in every postcode, in every community across the UK. 

We see families in the rhythm of daily life: shopping together after school or nursery, grabbing some lunch while out on family adventures, learning about shopping and choosing what to eat, supporting children as they grow. That everyday presence gives Co-op both reach and responsibility when it comes to supporting early childhood. 

In the End, It’s Simple 

Every smile, every gentle word, every playful moment is shaping a child’s future. When we support young children and babies and those who care for them, we’re not just helping families thrive today — we’re planting the seeds of a brighter, healthier, more connected society. 

The magic is already in your hands. All it takes is a pause, a breath… and a moment of connection. 

Take a look at the Everyday Magic Website for inspiration and share your magic moment with us.