New research from Mutual of Omaha’s Wild Kingdom suggests childhood moments in nature do more than inspire nostalgia. They can help shape how people connect with and appreciate the natural world throughout their lives.
Some childhood memories have a way of staying with us, like seeing your favorite wild animal at the zoo or discovering new animals through shows on TV. For many Americans, these early experiences with nature become more than fond memories. They help spark a curiosity and appreciation for the wild that can last a lifetime.
At a time when many adults feel children are spending less time outdoors, the findings also point to the importance of giving a new generation opportunities to create nature-filled memories of their own.
What the survey found about childhood nature experiences
According to Mutual of Omaha’s Wild Kingdom’s survey of 500 U.S. adults:
- 90% of adults say their earliest experiences with nature remain some of their most nostalgic memories.
- 68% say childhood experiences in nature helped shape their appreciation for the natural world.
- Among adults who watched wildlife or nature programming as children, 84% say they watched with their family.
- 90% believe television shows and media play a role in introducing people to nature.
- Among adults who watched wildlife programming as children, 89% say it increased their interest in nature as an adult.
- 52% say time spent outdoors is the experience that has been most lost or reduced for kids today.
- 72% say it is extremely important for future generations to connect with nature.
Together, the findings suggest that our connection to nature is often rooted in experiences we remember not only for what we saw but for how they made us feel — and who experienced them alongside us.
How wildlife television fosters a love of nature
For generations, discovering nature has been as much about shared experiences as it has been about the wild itself. Television has played a unique role in that experience. Long before children could virtually explore nearly any corner of the planet, wildlife programming offered a window into places and animals they might otherwise never encounter. For some viewers, watching from the couch was the first step toward wanting to discover more about the world outside.
“Not everyone has the opportunity to see wildlife up close or explore the natural world firsthand, and that’s why shows like Wild Kingdom can have such a meaningful impact,” said Peter Gros, veteran wildlife expert and co-host of Mutual of Omaha’s Wild Kingdom Protecting the Wild.
“By bringing wildlife into people’s homes, we can introduce them to animals and places they may never otherwise experience and spark a sense of wonder, curiosity and appreciation for nature that can last a lifetime.”
That mission has guided Mutual of Omaha’s Wild Kingdom since its debut in 1963. More than six decades later, the series continues to connect new generations with wildlife and share stories that encourage audiences to learn about and protect the natural world.
Creating memories for the next generation
The survey also raises the question: What nature experiences will today’s children remember decades from now?
As adults see outdoor time becoming less common for kids, creating opportunities to connect with nature doesn’t have to mean planning a grand adventure. It can be exploring a neighborhood park, visiting the local zoo, looking for wildlife in the backyard or watching a program that introduces a child to an animal or ecosystem they’ve never encountered.
The setting may change from one generation to the next, but the opportunity remains the same: to create a moment of wonder that stays with a child long after childhood ends.
Mutual of Omaha’s Wild Kingdom continues that tradition today, spotlighting remarkable wildlife and the people dedicated to protecting it, with a mission of inspiring the next generation of conservation heroes.
Because today’s afternoon outside, family trip to the zoo or night spent discovering the wild together could become tomorrow’s favorite memory — and the beginning of a lifelong connection to nature.
Mutual of Omaha used a research vendor, quantilope, to conduct research on the topic of how early wildlife experiences shaped Americans’ emotional connection to nature, imagination and childhood identity. This research had a sample size of 500 respondents aged 18+. The research was conducted via a five-minute online survey from June 17-22, 2026. All data included in this report are based on Mutual of Omaha proprietary research unless otherwise noted.
