What do parents consider when choosing a school?

Fiona Mckenzie, Head of Education at Carfax Education, shares her advice on what parents are looking for in schools today and how that's changed over recent years.

Parents' expectations and priorities when choosing schools for their children have evolved over the years, reflecting changes in societal values and educational philosophies. Education is currently changing at an unprecedented pace, with the advent of new technologies and the use of AI shaping and changing the education landscape. While parents are still focused on many of the traditional values, there are now other key factors they need to evaluate when they are looking for schools.

What has traditionally been the focus for parents selecting schools, and how has this changed in recent years?

Historically, parents often prioritised schools with a strong emphasis on traditional academic subjects such as mathematics, science, languages and the arts. A school's reputation is often gauged based on its examination results and the success rates of pupils progressing to top universities. While academic excellence still remains a top concern for many families, there is increasing recognition of the importance of a well-rounded education. Parents are interested in finding schools that offer a diverse curriculum, including STEM (science, technology, engineering, and mathematics) programmes, arts, and a wide range of extracurricular activities, all of which foster skills beyond traditional academics.

How is the integration of technology changing education, and how should parents evaluate this?

Technology integration in education has undergone significant transformation. In the past, access to technology was not as prevalent, and parents may not have considered it a significant factor when choosing a school. Now, parents are keen to understand how technology is integrated into their child's learning and the benefits it brings to the education experience. Whilst parents are right to question how much 'screen time' their child will have in school, there is an expectation that each child will have access to laptops, iPads, and educational software that is designed to enhance their child's learning. Parents today will ask questions about the digital literacy of the teaching staff and how their child will be prepared with these skills. They may want to know about online learning options.

What other factors are parents now considering when looking at schools?

There is a growing emphasis on holistic development, ensuring that their child grows up in an environment that prioritises emotional and spiritual intelligence, EQ and SQ, as well as the more traditional IQ. Schools focus more on social-emotional learning and character education to help their pupils become well-rounded community members. Parents are now seeking schools that prioritise their children's overall well-being and personal growth.

What are the new areas of focus in education beyond traditional academics?

Schools are now promoting a balance between academic achievements and a broader set of skills. There is a recognition that academic knowledge and exam results are no longer enough to succeed in an evolving and fast-changing workplace. To be prepared to enter an unknown future requires pupils to have broader transferable skills such as critical thinking and problem-solving and an agile and flexible mindset. Increasingly, these 'future-proof' skills are being embedded into the curriculum, and pedagogy is evolving to incorporate these skills across all subjects. How well schools deliver this more balanced approach, emphasising character development and equipping students with tools for self-management, resilience, and the ability to cope with change, is an increasingly important factor in choosing the right school for each child.

How has the importance of digital literacy evolved in education?

Digital literacy is also considered a crucial skill. Digital literacy has become increasingly important in education. As technology plays a more prominent role, students are expected to use digital tools and be literate in navigating the digital landscape effectively.

How has the consideration of students' well-being changed over the years?

There is now much more focus on a pupil's overall well-being, particularly following on from the pandemic and also in relation to the challenges posed by technology and social media. Providing a solid pastoral support system is vital in every school, so there are adults in the community for pupils to turn to who are trained to support pupils through the different stages of development. Schools are much more conscious of equipping their pupils with the tools for self-management, building resilience, and developing the ability to cope with change to support and foster personal growth. There has also been a notable shift in the education environment to a greater awareness of equality, diversity, and inclusion (EDI). Schools are now striving to create safe environments that embrace neurodiversity, gender diversity and promote inclusivity.

How have learning environments shifted from traditional classrooms to more flexible models?

Learning environments have shifted from traditional classrooms and bricks-and-mortar structures to more flexible models. Parents are now more open to alternative forms of learning and willing to explore diverse educational approaches beyond the traditional classroom set-up.

This can include hybrid models that combine in-person and remote learning, as well as accessing additional courses online or embracing homeschooling as an alternative option.

Parents increasingly recognise the benefits of a more flexible approach, allowing pupils to adapt to different learning environments. Parents now appreciate the accessibility and convenience of online learning resources, allowing students to broaden their educational experiences beyond traditional boundaries by providing additional courses and resources for children of all ages.

What makes a school selected for the Global Schools Index' Ones to Watch' list?

For the 'Ones to Watch list', whilst we look at destination data and exam results, we mainly focus on how schools prepare children for life after school, their life after academia. We are increasingly interested in what they are bringing to the unique education landscape and seeing how some educationalists are challenging the status quo and developing innovative and engaging ways of delivering a variety of curriculums in new and exciting ways.

How has what parents are looking for in education changed?

Post-pandemic, many parents are now searching for something different from the education system. Many parents are coming to us now, saying they want something different. They want something that's not mainstream, and they want their children to have many skills and a richer education experience to prepare them for life rather than just exams. This could be considering a small school which offers a very personalised and bespoke education designed around each pupil's aims and ambitions. But it can also be the recognition that Parents are also much more aware of the curriculum choices which are opening up; they are discovering other programmes such as the International Baccalaureate, which offers more breadth than the curriculum compared to the more traditional British curriculum which prioritises specialisation and BTECS, offering a more hands-on learning experience not only prepare pupils effectively for the workplaces but are also a recognised pathway to university.

What type of schools are there that are doing things differently?

We are all aware of the debates around how education is offered - if we were to walk into our grandparents' classroom from 100 years ago, it would be instantly recognisable as it doesn't look substantially different to a classroom today.

However, there are several schools that are doing things very differently. The Global School instantly comes to mind as a very exciting and innovative approach to education. Each cohort of pupils moves to a different geographical location each semester. The curriculum is designed around specific locations, and experiential learning is delivered by getting involved in local projects and learning core academic and practical skills in a very hands-on way. Their graduates go on to secure places at top universities as they are independent and highly motivated learners. The Avenues is another educational environment that offers many intercultural experiences with the opportunity to move to different campuses worldwide as pupils progress through their education. The Green Schools have had a significant impact on focussing education around sustainability, which we are seeing filter through to mainstream education.

It's undoubtedly an exciting time to work in education and see these new initiatives and innovations taking shape.

About Fiona Mckenzie, Head of Education – Carfax Education

Fiona's love for education started with her own education at Rugby School and then at St Andrew's University, which led to her becoming a History of Art Teacher. For the past 30 years, she has worked in independent education in Australia, the UK, and the UAE. Her roles in schools have encompassed teaching, marketing, recruiting, and running alumni relations. Fiona's comprehensive understanding of how schools run was built up as the wife of a Headmaster, a Governor of several UK schools, and as the parent of four children who have all been educated in a variety of British schools. Along with her team of consultants at Carfax Education, as Head of Education, Fiona leads a team that expertly help hundreds of students get into the top 50 UK and US universities. From cradle to career, Fiona and her team go the extra mile and are truly committed to helping families find the best education for each child to set them up for success. Carfax Education also publishes the Schools Index.