The struggle is real for working parents who are juggling jobs, businesses and kids.
Finding time to play can be hard, and getting children off devices and outside near impossible.
But a clinical psychologist says "simply being outside has significant wellbeing benefits for everyone in the family".
Computastyle Signs managing director Louise Chapman said kids these days don't have the same upbringing as we did - "where we would be outside from dawn till dusk".
She also found the older kids get, the harder it was to get them outside.
The mother of two banned her children from using devices during the week because it became self-perpetuating - "the more they do it, the more they need it".
"I am not against devices at all as I believe my kids are quite worldly and have learned a lot from what they are exposed to, but when you have children who are inclined to want more ... you have to be firm and draw the line somewhere."
"We have witnessed on many occasions the impact of staring at a device for too long - lethargy, grumpiness and lack of motivation."
The Chapmans tried to get out on the weekends for activities to balance weekly routines with solid family time.
They also encouraged their children, aged 10 and 13, to be involved with the business.
"We feel it's good for them to learn how the business works and to be exposed to a working environment. We find little projects for them to do in the holidays."
Tahlia Charleson, owner of The Pilates Fix and mother of two boys, said they were a family of "active relaxers".
"You won't find us lounging at home on too many weekends. Bike rides, out on the boat fishing, playing on the beach or kicking around a soccer ball keeps the kids moving.
"Things can get a little harder during the winter, but we still make an effort to get out or head to the snow."
However, Charleson said it sometimes could be a struggle.
"This means a juggling act between my husband and I, we also heavily rely on our parents to help with school pickups. We feel incredibly fortunate that our boys get to spend a lot of time with their grandparents, so the love and nurturing is still there."
"I might feel more guilty if the boys' day were stretched with longer daycare or after-school care hours, although I do know of some amazing programs around for kids too."
Charleson grew up on a farm and said being outside was the norm.
"Although our boys have more of a community upbringing, full of play dates and easy access to the local parks or playgrounds, I also try and encourage them to make their own fun and play independently.''
New research commissioned by home and lifestyle retailer Bunnings revealed 97 per cent of Kiwi parents believe it was important for their children to play outside, but only about half (59 per cent) did so regularly. One in 10 children rarely ventured out to play, the survey says.
Clinical psychologist Jacqui Maguire said simply being outside had significant wellbeing benefits for everyone in the family.
"Feeling connected to nature boosts positive emotion, decreases stress hormones and creates a sense of space from life's current challenges. Playing outdoors can build children's motor skills and inspire curiosity and inventiveness, as well as
improving their mood and feelings of happiness."
"I think as adults we can often overlook the importance of play, instead focusing on academic progress and achievement."
Covid had created mammoth challenges for parents, Maguire said.
"Never-ending to-do lists and sheer exasperation can often prevent parents downing tools and joining the kids outside. It might be helpful to remember that frequent mental, emotional, psychical and social recovery helps us perform better in the long run."
Meanwhile, retailers were also noticing a spike in consumer spending on items that were associated with health and wellbeing.
Briscoe Group managing director Rod Duke said Rebel Sport was experiencing its biggest increase in footwear and apparel sales.
"People are getting fit and getting outside. Rebel Sport will have the best year in the history of the company, including all the lockdowns."
He said the lockdowns had made everyone a little bit heavier.
"We ate more than usual and probably drank more than usual. So people are hitting the road and getting outside and walking."
Electrify NZ Tauranga franchise owner Dan Wallace said demand for bikes was high as more families looked to explore the outdoors.
He opened the business four years ago and the turnover had more than doubled.
"We're selling about 400 to 500 bikes a year. I bought the business because I lived abroad for 13 years and I saw the trend taking off in Europe, North America and Asia."
"Generally, New Zealand follows suit ... so it wasn't surprising and the technologies are getting better. It's pretty amazing how many kilometres you can do on a bike.''
Bunnings outdoor play national buyer David Butt said more customers were giving their backyards a makeover for their kids.
Some had ventured into DIY products while others favoured equipment such as swing sets and slides.