Trends and insights from across our research and work

Millennial parents – now the dominant group in the independent school sector – are reshaping how schools engage with families. Drawing on our research and consultancy work across the UK, we’ve identified seven key trends influencing parental expectations, behaviours and decision-making. Below is a high-level summary of four of these themes. The themes are explored in detail in our latest thought leadership presentation of sector-wide trends.

A shift in attitudes

Born between the early 1980s and late 1990s, millennial parents now dominate the school landscape. They are more diverse, more highly educated, and more likely to be managing economic pressures than previous generations. Their expectations of schools – and their relationships with education more broadly – are different.

They tend to marry and become parents later in life. Many are in dual-career households, with increasing involvement of both parents in daily family life. There is a marked shift away from traditional gender roles, and a more open attitude to identity and diversity. These demographic changes shape what they seek from schools, not only in academic outcomes but in values and everyday interactions.

The desire for alignment between a school’s ethos and a family’s personal values is more pronounced. Parents are not only looking for academic excellence, but for schools that nurture individuality, creativity, social awareness and wellbeing. They are also more likely to voice concerns when expectations are not met.

What this means for schools:

  • Communicate your ethos clearly – values matter as much as results.
  • Recognise and reflect the diversity and complexity of modern families.
  • Demonstrate how your school supports the whole child, not just academic outcomes.

The digital default: Information, access and overload

Millennial parents are digital natives – their expectations for digital access, speed, and convenience extend to every interaction with schools. They favour video meetings and real-time updates via apps or portals, but they also expect a sense of community and care in how these are delivered.

At the same time, this generation is feeling the weight of digital overload. Parents can feel overwhelmed by information, while children may face pressure from constant online comparison. Schools must carefully balance transparency with simplicity, and ensure their digital communication is not just frequent, but meaningful and well-curated.

What this means for schools:

  • Review your digital comms strategy – is it parent-first or school-led?
  • Consider how to make digital touchpoints feel personal, not transactional.
  • Avoid adding noise – help parents feel informed, not overwhelmed.

Economic pressures and price sensitivity

Many millennial parents are managing tight household budgets. Compared to previous generations, they are more likely to be renters than homeowners and face higher childcare and living costs than previous generations.

This makes them price-conscious. They will evaluate the value of a school not just in terms of academic outcomes, but in the breadth and quality of the whole experience. Discounts, scholarships, and bursaries are increasingly attractive. Schools that can clearly articulate their value proposition – and show that it aligns with a family’s priorities – will be better placed to maintain pupil numbers in a challenging economic environment.

Financial decision-making is not just about affordability; it is about confidence that the school is delivering a rich, supportive, and future-focused education.

What this means for schools:

  • Be transparent about fees, discounts and the full costs of education.
  • Focus messaging on the outcomes and experiences families value.
  • Help families feel confident in the return on their investment.

Word of mouth and the power of reputation

For many families, the first step in choosing a school is a recommendation. Our research shows that over 50% of parents initially consider a school based on advice from friends, family, or colleagues. Seeing how other children are thriving in a school is often the most powerful form of endorsement.

This highlights the importance of parent satisfaction. Schools that build strong relationships with their current families are more likely to see organic growth in interest and enquiries.

All staff – not just those in marketing or admissions – play a role in shaping the parent experience. From the front office to the classroom, every interaction contributes to a family’s sense of connection and confidence in the school. A consistent, empathetic, and responsive approach across all touchpoints reinforces trust and builds reputation.

What this means for schools:

  • Prioritise parent satisfaction – happy families become your best marketers.
  • Empower all staff to contribute to a consistent, positive parent experience.
  • Capture and share authentic stories of pupil and family success.

Want the full picture?

These headlines only scratch the surface. Our in-depth session explores the detailed findings, real-world implications, and practical actions for your school. Ideal for an after-school CPD session or as part of an INSET day.

Contact us to discuss availability and fees. Let’s work together to equip your team with the insight needed to meet the expectations of today’s parents.

info@rsacademics.com
+44 (0)204 626 9790