As part of the Generation Next season, the BBC has been asking famous figures for their thoughts about childhood - both their own and what they think of young people now.
Branson is head of the Virgin brand
Here, British entrepreneur Richard Branson gives his view.
I think that - and this might just be my family - but I think children today are marginally more spoilt than they were in my day in England.
In Africa it's bad, it's as tough as it comes and they still need, I think, a lot of help from the outside as well as from their own people.
When I was a child, a number of events had an influence on me - the Vietnamese war was an enormous influence.
There was also Kennedy's death and the Moon landing.
I think children know how to have fun better than adults.
Children party a lot, and adults start taking life too seriously.
I think actually adults should learn from children and not take themselves quite so seriously.