Engaging the Next Generation of School Parents
Article submitted by Grant Dusting, Director of Strategy at McCrindle.
Understanding the emerging generation of parents
You don’t need me to tell you that the education landscape is transforming. But while everyone is talking tech and AI, our stakeholders are people at the end of the day (at least, for now)! Engaging your parent community means understanding Generation Y (born 1980-1994) and Generation Z (born 1995-2009), who over the next decade will become the dominant cohort of parents. As digital natives expecting greater flexibility, accessibility, and approachable leadership, this emerging generation of parents brings distinct expectations for communication and engagement to schooling.
Realities for today’s parents and barriers to engagement
Our latest research reveals parents, despite a strong desire for involvement, are often time-poor. The increasing number of women and mothers in the workforce, and families feeling rushed, highlights the need for flexible school involvement. Common barriers like lack of time and work schedule conflicts exist. Schools must develop robust engagement strategies with clear communication, minimising administrative burdens, and aligning with the digital expectations of Gen Y and Z.
Shifting parental expectations: from contributor to consumer?
We’re observing a subtle but significant shift towards a ‘consumer’ approach to education. While parents desire partnership, many view the school as leading, sometimes transactionally. Schools that can reframe this mindset and foster genuine partnership are more likely to have a highly engaged parent community.
Leadership response: develop a robust parent engagement strategy
Looking to the decade ahead, creating strong partnerships with parents is crucial for fostering thriving learning environments. Effective leadership demands a robust engagement strategy to enhance trust and collaboration. This strategy must acknowledge the evolving expectations of Gen Y and Z, supporting their involvement, mitigating barriers, and adapting to the shifting parent-school dynamic. McCrindle’s Thriving Schools Index offers a valuable framework for enabling schools to understand community needs, pinpoint barriers, and craft targeted approaches for stronger connections.
For a deeper dive into these insights and an exploration of the future of education, the full Reimagining Education Towards 2035 report is available. Access it free with your McCrindle+ subscription for exclusive content.
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