From sleep scores to step counts, productivity hacks have infiltrated modern life, creating an optimisation culture that many are beginning to question. New research from Nord Anglia Education shows parents believe that constant tracking and optimisation of daily life is making us more anxious and less happy.
The Permission to Play Report, based on responses from more than 500 UAE parents, as well as education experts, explores attitudes towards play, wellbeing, and modern life in an era increasingly defined by performance, measurement, and achievement.
Elizabeth Lamb, Regional Managing Director – Middle East, Nord Anglia Education, said:“Play is an integral part of a balanced, healthy society. But somewhere along the way, adults have forgotten that.
“Children rarely need permission to play, but many adults feel they need permission to stop. Our research shows that while we understand the value of play, modern life has made it increasingly difficult to prioritise.
“In a culture that celebrates productivity and optimisation, play can often feel like a luxury rather than a necessity. Yet the evidence is clear: play is not time wasted. It is essential to our wellbeing, relationships, creativity, and resilience.”
The results come amid growing discussion around “optimisation culture”, fuelled by the rise of wellness tracking, productivity content, and self-improvement influencers. While many parents recognise the benefits of ambition and personal growth, the report suggests there is growing concern about the pressure to constantly improve every aspect of life.
Dr Ruba Tabari, Consultant Educational Psychologist, commented:“We seem to live in an age where the pressure to optimise every aspect of life has become almost unavoidable. But there is an irony in trying to achieve wellbeing through constant measurement.
“By becoming so dependent on external indicators, we may gradually lose touch with our inner sense of direction. Intuition, presence, and the ability to trust our own experiences are difficult to quantify, yet they are central to understanding ourselves.
“As we grow older, playfulness often fades because it can seem trivial or unproductive. Yet those carefree moments can help us relax, strengthen our relationships and bring us joy. In our efforts to extend life, we may sometimes lose sight of how to enjoy it.”
This sentiment is echoed in the survey findings. While 91% of parents say play and enjoyment are important for adult wellbeing, more than half feel guilty spending time on activities with no productive output. A majority 53% fear constant tracking and optimisation of our activity is making us more anxious. Only 8% believe it makes us happier.
The report builds on Nord Anglia Education’s recent Permission to Play campaign, launched last week on International Day of Play. The campaign saw students write permission slips for their parents, encouraging them to switch off, spend time together, and rediscover the joy of play.
The findings highlight an important lesson that children instinctively understand: not everything needs a measurable outcome to be valuable.
Kathryn Kelly, Assistant Head – PYP Coordinator, Swiss International Scientific School Dubai, added:“In a culture increasingly driven by optimisation and measurable outcomes, play reminds us that curiosity, wellbeing, creativity, and human connection are not distractions from success, they are foundations for it.
“One of the greatest misconceptions about play is that it sits outside of learning. In reality, play is how children learn best. It’s through play that children build relationships, develop confidence, practise communication, solve problems, and learn to navigate challenges.
“As educators, we see every day that children do not separate play from learning, creativity from achievement, or enjoyment from growth. Play is a vehicle for deep learning rather than something separate from it. Perhaps there is something adults can learn from that.”
