A child’s earliest years are crucial to their development and life chances.
However, in 2025, 3 in 10 (30%) five-year-olds started school without the language, communication and literacy skills they need to thrive. These figures rise to almost half (48%) for those children in disadvantaged communities.
Without this firm foundation not only will their learning, confidence and wellbeing suffer in their early school days, but they are much more likely to struggle with their GCSEs and be unemployed by their 30s.
Children experiencing poverty are most likely to be affected.
We don't want where you are born and how wealthy your family is to determine your story.
What does the research show?
New research about the home learning environment published in March 2026 demonstrates that parents can play a vital role in supporting their children’s literacy at home. What parents do in and outside the home to support their child’s learning has a powerful impact on shaping a child's early language development, in terms of educational outcomes as well as wellbeing.
Further research published in September 2026 and supported by tonies® explores parents’ support for young children’s literacy at home. The report shows that more parents are reading, chatting and playing with their young children every day – the first rise we’ve recorded across all activities since 2019.
However, half of parents (49%) still do not read with their child daily and many parents are finding it hard to keep up these activities even though they recognise the enjoyment and connection it brings. This is due to pressures on their time, feeling stressed, the cost of activities and resources, and the availability of local support.
We know parents only want the very best for their children and want to give them the best start in life, but they are also under a lot of pressure and juggling the impact of competing internal and external factors.
What's the impact of Early Words Matter so far?
We’re working with local partners to empower more families with the tools they say they need to help support their child’s early literacy at home. The activity we continue to deliver aims to empower families and support children from their earliest years, so they grow up in a language-rich home, where play and shared storytelling is a part of everyday life.
70,000 families supported and counting
Evaluation insights from the first two years of delivering the Early Words Matter campaign has shown a positive impact in the areas we are working. So far we have helped 70,000 families gain the skills and confidence to support their young child’s literacy through simple, everyday moments.
The evaluation's findings illustrate that a coordinated collaborative, place-based and whole-system approach benefits families and their children directly, but also strengthens provision pathways and local systems across communities.
Together, we can make sure Early Words Matter
This is just the beginning.
Our Early Words Matter campaign urgently calls on local organisations, the business community, volunteers, community leaders and government to take practical action to empower families with more opportunities, practical programmes for families, and resources and training for the early years sector.
Together, we can equip and support parents and carers to build their children's early language, communication and literacy skills.
We've all got a part to play to change these young children's life stories:
Early Words Matter for families
Talking to your baby and responding to their babbles will help build their communication skills from their earliest moments. We have created FREE Little Moments Together cards with lots of playful tips and conversation ideas to help you chat to your 0 to 2 year old throughout your everyday moments.
It's the Gruffalo!
Find out how we are celebrating a brand new Gruffalo picture book from Julia Donaldson and Axel Scheffler as Macmillan Children's Books’ lead charity partner for Early Words Matter.
Early Words Matter in education
Discover training, resources and support for practitioners throughout the year, including our annual Early Words Matter conference.
How businesses can get involved
National Literacy Trust in partnership with Macmillan Children's Books and Magic Light offer you the opportunity to partner with the Gruffalo and change thousands of children's life stories.
