How Education Brands Must Evolve to Meet Millennial Parents' Expectations

It’s my birthday today, and as I walked my children to school this morning, I remembered going to school on my 5th birthday. I wore a birthday badge and gave marshmallows out in the playground – neither of which would be allowed now.

PINS?! SUGAR?!!

How times have changed.

This led me to consider: what else has changed since my primary school days? I get the feeling that things are quite different in the classroom, but I wouldn't know that from the education brands I encounter every day.

How do education brands need to evolve to meet the needs and expectations of today's parents and stakeholders?

From my recent research, here are five key factors I see driving millennial parents' decision-making:

1. Future Focus: Preparing for a Radically Different World

With AI and automation likely to take over many current job roles, it’s crucial that we help children develop their uniquely human skills. Millennial parents know that we need to prepare our children for a radically different future – it’s time for education brands to address this reality too.

2. Values alignment: More Than Just Ofsted Reports

While many educational brands are still talking about Ofsted reports and "inspiring excellence", today's parents and stakeholders prioritise educational platforms, schools and communities that align with their core values - sustainability, inclusivity, and authentic community engagement.

3. Heart-led communication: Authentic Stories Over Formal Letters

A letter from the Headteacher doesn’t have the same clout as it once did. Millennial parents connect with authentic narratives that tell a story about their children's development. They don’t want to be told that the school is “transforming lives”, they want real stories of how children are being nurtured and prepared for the future.

4. Experiential spaces: Creating Environments That Feel Right

Educational stakeholders – parents, funders, local authorities – no longer just care about what kind of facilities are available. They care about how learning environments feel - spaces that foster creativity, collaboration, and psychological safety.

5. Holistic development: The Rise of EQ Over IQ

I know I sound like a broken record here, but interpersonal skills are as (if not more) crucial as academics, now. Parents and stakeholders recognise that EQ may outweigh IQ in their children's futures, and want to know that their education providers understand this too.

Education Excellence Is No Longer Enough

It’s time for education leaders to start rethinking how they’re marketing their schools, communities and technology to today’s parents. Educational excellence is no longer a priority – today’s parents want to understand how their children are going to thrive emotionally and socially, as well as academically.