Social media, loneliness and health − Nordic parents' biggest fears for their children's future

Being a parent involves caring deeply about someone else's future, not only physical but also emotional and social wellbeing. It means paying attention to risks and carrying concerns that rarely go away. In Nordic countries, that sense of responsibility is widely shared among parents. 

As part of If's annual Nordic Health Report, parents across Sweden, Norway, Finland and Denmark with children below 18 years old were asked what worries them most about their child's future. The results reveal a region of parents who are alert, engaged - and in some areas, strikingly divided.  

One worry unites the Nordics − social media

Across all four countries, one worry arises: social media's impact on children's mental health and social life. 44% of Nordic parents name it as their primary concern - a figure that holds remarkably steady across borders, ranging from 43% in Sweden and Finland to 46% in Norway. The concern is particularly pronounced among parents aged 30–39 − the generation currently navigating parenting in the age of social media.   

"What worries parents is not simply time spent online, but the emotional conditions digital environments create. There are constant comparison, social exposure and pressure to always be visible and available” − Kristina Ström Olsson, Nordic Health Strategist at If  

According to the European Commission Joint Research Center, children between 9−15 years old spend around three hours per day on screens and social media 

Across the Nordic countries, policymakers are increasingly discussing age-related safeguards and regulatory measures for children’s use of social media:

Sweden: the Government appointed a Special Investigator during 2025 to examine whether a statutory age limit should be introduced for children’s use of social media. Recommendations for children under 13 are already in place.
(Source: https://www.regeringen.se/pressmeddelanden/2025/10/regeringen-tillsatter-utredning-om-aldersgrans-for-sociala-medier/)

Norway: the Government has announced plans to introduce legislation establishing a minimum age of 16 for social media use.
(Source: https://www.regjeringen.no/en/whats-new/norwegian-social-media-age-restrictions-law-on-track-to-be-introduced-this-year-this-is-how-the-age-limit-for-social-media-will-work/id3157276/)

Finland: the Prime Minister’s Office is investigating whether additional measures and age-related restrictions for children’s use of social media should be introduced.
(Source: https://stm.fi/-/hallitus-haluaa-suojella-lapsia-sosiaalisen-median-aiheuttamilta-haitoilta)

Denmark: Political agreement has been reached to introduce a minimum age limit of 15 for access to certain social media platforms.
(Source: https://www.digmin.dk/digitalisering/nyheder/nyhedsarkiv/2025/nov/ny-politisk-aftale)

Protecting children in an unpredictable world

Close behind social media, 43% of parents worry about their child's future health − covering mental wellbeing, serious illness and serious accidents. A worry that’s constant across age groups in all Nordic countries, indicating that the health aspect as a worry never really leaves a parent.  

Together, these two concerns point to something broader than individual risks alone. Many parents seem to feel that childhood today is increasingly difficult to fully protect or predict. Children today move between digital environments, school, sports, social contexts and everyday situations where parents cannot always influence what happens – only try to prevent and prepare for it.   

“Parents are navigating a risk landscape that is both emotional and practical. Concerns about mental well-being, social belonging and physical health often overlap. What many families are looking for is not perfect control, but greater reassurance and support when life becomes uncertain”, says Ström Olsson.  

For many families, creating security is therefore not only about prevention and everyday support but also about being financially prepared if something serious happens. Having the right personal insurance coverage can help create financial security when life takes an unexpected turn − and greater peace of mind for parents and children.  

What many families are looking for is not perfect control, but greater reassurance and support when life becomes uncertain

The fear of being left out 

The third most common worry among Nordic parents is one that connects directly to a growing public health concern that moves beyond mental health: that their child will not find a social community or friends. Across the Nordics, one in three parents name this as a top concern.  

The figures are highest in Norway and Denmark, where four in ten parents respectively express this worry - significantly above the Nordic average.   

This finding mirrors broader trends in the region. Loneliness and social exclusion have emerged as central health challenges. The fear is not only that a child may struggle socially, but that the consequences − for mental health, for confidence, for long-term wellbeing − may be lasting.  

Sweden's school anxiety

Swedish parents stand out on one concern in particular: issues relating to school and studies. At 36%, Sweden scores somewhat higher than Norway (28%), Finland (31%) and Denmark (32%) on this measure.  

The finding reflects a broader conversation taking place in Sweden about educational outcomes, pressure on young people and the long-term consequences of underperformance in school.   

Finland's economic shadow

Perhaps the sharpest divergence in the data concerns the financial situation in the country. While the Nordic average stands at 29%, fully half of Finnish parents − 50% − say they worry about the country's economic situation and what it means for their child's future. The contrast with Denmark, where just 15% share this concern, could hardly be more striking.  

Finland's result reflects a specific national context. As explored in a previous article in this series, fear of job loss among Finnish workers runs significantly above actual unemployment rates − a sign that economic uncertainty has become a persistent backdrop to everyday life. For parents, that uncertainty does not stay abstract. It translates directly into worry about what kind of economic conditions their children will grow up in.   

But concerns about the future financial situation are not limited to Finland. In both Norway (27%) and Sweden (26%), a substantial share of parents also express worry about the economic conditions their children will grow up to.   

In Norway in particular, the findings may reflect a broader shift in sentiment, with rising insecurity and changing expectations in a country long associated with strong economic stability. For example, nearly four in ten Norwegian parents (39%) say they worry about increasing housing costs. 

Geopolitical insecurity

Geopolitical insecurity is the fourth most common concern among Nordic parents regarding their child’s future, shared by around one in three parents. Around three in ten also say they are worried about the current geopolitical situation. That figure sits well below 72% of EU citizens who say they are worried about active conflicts near the EU, according to the European Parliament's Autumn 2025 Eurobarometer survey. Nordic parents, it seems, retain a degree of calm that much of Europe does not. 

(Source: European Parliament Eurobarometer, 4 February 2026)  

Top worries among Nordic parents for their child's future

In this chart you can see the top worries among parents in the Nordics. Health (mental wellbeing, serious illness, serious accident); Social media's impact on mental health and social life; Issues relating to school/studies; Not finding a social community/friends; Geopolitical insecurity; Financial situation in own country.

Source: If Nordic Health Report 2026

Raising children in a changing world

What unites these findings is not a single worry, but a shared awareness among Nordic parents that the conditions shaping childhood are changing. Social media, mental well-being, social belonging, educational pressure and economic uncertainty are not isolated issues. Together, they form a broader picture of how modern parenthood is increasingly shaped by uncertainty and complexity.  

At the same time, the findings also reflect something more hopeful: a generation of parents who are highly engaged in their children’s well-being and future. Behind the worries lies care, attentiveness and a strong desire to create security, resilience and good conditions for children growing up in a rapidly changing world.  

About the survey 

This article is based on a Nordic survey, conducted by YouGov on behalf of If insurance, with responses from 4 036 people in Sweden (n=1008), Norway (n=1001), Finland (n=1008) and Denmark (n=1019) between 3 February and 21 February 2026. The results are weighted for gender, age, and location to represent the population’s attitudes.   

Read our previous reports and articles

Here you can find reports and articles we’ve published over the years.

Our health reports
Share on
Topics