Starting school can be overwhelming. Thankfully, there’s help available.

Local mum, educator and founder of The Reading Village Kellyanne Cazeau has 16 years of classroom experience. 

Her advice to parents and carers with children starting school in the next year or so is simple – start now.

It’s a marathon, not a sprint

“I first want to preface this by saying, please don’t think about doing this the week before school starts. This is year long… think of it long term.”

She explained that preparation actually begins much earlier than many would think.

The reason for this extended timeline becomes clear when considering what school demands of children: “School is a massive change for children just because of the length of the day and also what it’s requiring of them emotionally, mentally, socially.

“It’s so demanding. And many Prep children have meltdowns every day.”

Independence is Key

Rather than focusing solely on academic skills, Kellyanne emphasised the importance of fostering independence: “One of the best ways you can prepare your child for the first year of school is to help them to become more independent.

“They’re not going to have you with them all the time as a shadow.”

She suggested practical ways to build independence: “Ways we can help them become more independent is to give them opportunities to be away from you, their main caregiver.

“If they’re not going to kindergarten already, maybe it’s play dates with a friend. There’s lots of different opportunities.

“But also give them independence with opening their lunchbox and doing up their bag.”

For parents worried about certain skills, Kellyanne offered reassurance: “Shoelaces isn’t a big thing because you can have Velcro.

“But making sure they can toilet themselves properly. Just giving them as many skills as you as you can for them to be able to be independent and to communicate what they need to their caregiver.”

Preparing for social challenges

Drawing from her experience as a mum, Kellyanne shared specific social preparation needs: “In my case, I have an only child, so socially I needed to prepare him in being able to take turns sharing.

“This is going to be taught in school anyway, so they don’t have to have it all perfect, but just preparing them as well that it’s different from home.”

She explained a crucial reality children need to understand: “The teacher has 20 plus kids in front of them, not just you.

“So you may not be heard straight away and you’re going to have to wait to be heard.”

Better Ways to Connect after School

Many parents struggle with getting information about their child’s day.

Kellyanne offered practical advice based on her own experience: “My son does not want to talk as soon as he jumps into the car.

“Timing is key. Asking them as soon as they’ve hopped in the car is probably not the best time.”

She suggested being more strategic with questions: “Also being more specific with your question… if you know their timetable, that they had Art today, that they had PE today…

“Are you trying to find out how they’re doing emotionally, or are you just trying to build connection with them?”

Kellyanne reminded parents that connection doesn’t have to come through questioning: “We don’t have to build connection by asking about their school day.

“It could just be by going for a run with them or kicking a ball with them.”

For parents who do want to ask about school, she recommended specific questions like: “who did you play with today?”, “did you have fun playing that?”, “what did you guys do?”, “how was sport today?”, and “what did you learn?”

“They’re more direct questions than how was your day?”

Managing Separation Anxiety

For children who struggle with being away from their parents, Kellyanne shared practical strategies from her own experience: “Some things that I do for my child is to leave something with him that reminds him of me… little love notes in their lunchbox… he can read now, so that’s great.

“It could be a photo of the two of you. It could be just a little trinket… I’ve got a little stone love heart that I give him.”

The purpose of these items is clear: “Just things that, when he’s thinking of me or he needs something to connect with me, he’s got that in his pocket.”

Parents need support too

Kellyanne was honest about her own struggles and how they affect children and she encouraged parents to seek their own support: “Do whatever you need to do to feel supported with letting go. Cause it’s hard. It’s really hard.”

The challenge of losing control was something Kellyanne related to personally: “It’s so hard letting go and wanting to be in control. I’m a control freak.

“When you send your child to school, you do not have control over their day at all.”

Article supplied with thanks to Hope Media.

Feature image: Canva

About the Author: Joni Boyd is a writer, based in the Hawkesbury Region of NSW. She is passionate about the power of stories shared, to transform lives.

Bullying in schools has changed over the years, but its impact remains serious. Craig Hunter, Principal of Kalamunda Christian School, sheds light on how parents and schools can work together to protect children.

“Twenty-five percent of kids will experience bullying in their lifetime,” Craig explained. “It’s not just a right of passage. Some scars last for life.”

While past generations often dismissed bullying, today’s educators recognise the long-term damage it can cause. Schools now focus on resilience, culture change, and best practices to reduce harm.

When and Where Bullying Peaks

According to Craig, bullying is most common in Year 5 and Year 9. Developmental changes and social dynamics fuel these spikes. “Year five is when kids start asserting themselves, and in Year nine, identity and hormones come into play,” he noted.

Unlike previous generations, today’s students face cyberbullying. Social media, gaming chats, and messaging apps create new spaces for harassment. Craig warned, “It’s hidden, and often we only notice when a child’s behaviour changes.”

Defining Bullying vs. Conflict

Not all disagreements are bullying. “Bullying is a pattern of behaviour with a power imbalance,” Craig clarified. Conflict, on the other hand, usually involves both parties feeling sorry and working it out.

How Parents Should Respond

Parents often struggle with the right response. Craig advises, “Take a deep breath. Listen to your child without rushing in emotionally.” He encourages parents to jot down details, contact teachers first, and escalate only if needed.

Importantly, he cautions against confronting other parents directly. “Kids need to be heard and taken seriously,”he stressed.

What Schools Do to Address Bullying

Schools aim for early intervention. “If kids don’t feel safe, they won’t learn,” Craig said. Staff investigate, separate students, and involve parents when patterns emerge. Restorative practices, counselling, and clear communication are key tools.

When the Bully Is Your Child

Sometimes parents face the tough reality that their child is the bully. Craig encourages honesty and openness: “We’ve got to be honest about ourselves and our kids. Get help, model respect, and work with the school.”

Craig’s biggest tip is to stay calm, document everything, and work in partnership with schools. “Parents have the right to know their child is safe. Keep schools accountable, but aim for restoration, not punishment.”

Article supplied with thanks to Sonshine.

Feature image: Canva

In an increasingly competitive and dynamic education landscape, school marketers are navigating more than just enrolment targets.

They’re adapting to a new wave of students, increasingly discerning parents, shifting demographic patterns, and a broader cultural shift in how education is perceived and prioritised.

At McCrindle, we work with a range of schools to understand the changing needs and expectations of families, and how best to communicate a school’s value in a cluttered marketplace. Whether it’s responding to the changing parent-school relationship, engaging a multi-generational audience, or marketing within the context of economic pressures, the role of school marketing professionals has never been more strategic, or more complex.

In this article, we explore five key trends reshaping school marketing today and what they mean for your enrolment strategy, communication style, and community engagement in the years ahead.

1. A New Wave of Students

In just five years’ time, the first Generation Beta children (born 2025-2039) will start their schooling years. Born typically to Gen Y and Gen Z parents, these children are being raised in an era of technological acceleration. They will only know a world of Artificial Intelligence (AI), and predictive generative technology, where the interaction between the digital and physical world is seamless. Gen Beta will be characterised by AI integration, borderless lifestyles, hyperconnectivity, global citizenship and immersive experiences. These characteristics may then flow into classroom experiences, where AI and technology are viewed as co-creators, learning is personalised and on-demand, borderless lifestyles bring greater flexibility to school structures, and learning is truly an immersive experience. As you market your school, consider how you position the opportunities that these changes present, as well as how you will help students to navigate the challenges.

2. From Contributors to Consumers: Understanding Today’s Parent-School Relationship

Time-poor and often rushed, many parents are shifting from a contributor to a consumer mindset when it comes to their child’s education. While some still prioritise involvement, others bring clearer expectations and less capacity to engage. This evolution is reshaping the parent-school dynamic. Our latest Education Future Research reveals that only 37% of parents and 32% of educators view the relationship as a true partnership, where both parties actively support the child’s development. More commonly, it’s seen as a collaborative partnership—led by the school but with some parent involvement (51% parents, 52% educators). Notably, 15% of educators and 11% of parents describe the relationship as transactional, where schools are seen as service providers. For marketing professionals, understanding these shifting expectations is key to strengthening trust, engagement, and communication with today’s families.

3. The Big Build and Population Growth

As Australia experiences rapid population growth fuelled by net overseas migration, urban expansion is reshaping the nation’s landscape. For schools, this “Big Build” era offers significant opportunities. Growing regional areas, new housing developments, and increased infrastructure investment mean new communities – and new families – emerging in growth corridors. School marketers can capitalise on this by targeting these areas with tailored campaigns. Highlighting modern facilities, proximity to expanding infrastructure, and programs designed for diverse student needs can appeal to relocating families. Collaborating with local developers or councils on community events can further cement a school’s presence in these regions. By positioning your school as a cornerstone of new neighbourhoods, you can foster early connections with families looking for education that aligns with their aspirations and values.

4. Marketing Schools in An Era of Consumer Trade-Offs

Rising living costs are driving families to make tough decisions about their spending and is impacting consumer behaviour. For school marketers, this environment of “consumer compromise” means clearly communicating the value of your offering. Parents want reassurance that tuition fees are not just a cost but an investment in their child’s future. Schools that showcase programs emphasising academic excellence, extracurricular opportunities, and personalised learning pathways will stand out. Additionally, incorporating themes of sustainability and social responsibility – values increasingly important to families – can help justify costs. Transparency about scholarships, flexible payment options, or community contributions also builds trust. In this era of financial trade-offs, school marketers must craft messages that highlight not only the tangible benefits of their education but also the long-term value it delivers to students and families.

5. Adapting School Marketing for Diverse Audiences and Generations

With the emergence of Generation Beta (born from 2025) and the growing influence of Generation Alpha, marketers are now navigating a complex generational landscape. Today’s school decision-makers include younger, tech-savvy Millennial parents and older Gen X families, each with unique values and expectations. Tailoring messaging to meet their preferences is critical. Millennial parents value authenticity, digital engagement, and sustainability, while Gen X families often prioritise stability, tradition, and proven outcomes. School marketers will do well to leverage data to personalise campaigns, utilise social media platforms to connect with younger parents, and offer in-depth, results-driven content for older audiences. Highlighting intergenerational programs and community inclusivity will also resonate. By recognising generational nuances and adapting strategies, marketers can build stronger connections and position their schools as leaders in catering to the diverse needs of today’s families.

In a time of rapid change, school marketing professionals are not just storytellers – they are strategists, data translators, and community connectors. As the education landscape continues to evolve, staying attuned to emerging trends and the needs of both current and future families is essential. Tools like McCrindle’s Thriving Schools Index can provide schools with valuable insights into parent perceptions, student experience, and community engagement, equipping leaders with the evidence they need to communicate their strengths and shape strategies for long-term success. Get in touch today to find out how we can help your school measure it’s impact and have data at the ready for informed, strategic decisions.

Article supplied with thanks to McCrindle.

About the Author: McCrindle are a team of researchers and communications specialists who discover insights, and tell the story of Australians – what we do, and who we are.

Feature image: Canva

The educational landscape is continually evolving, and with each new generation, the dynamics of parent-school engagement shift.

Engaging today’s school parents begins with understanding them. While the Builders (born 1925-1945), Baby Boomers (born 1946-1964), and Generation X (born 1965-1979) continue to have influence, Generations Y and Z will emerge as the dominant parental cohorts over the next decade.

Generation Y (born 1980-1994, aged 31-45 in 2025) are largely the parents of Generation Alpha (born 2010-2024). This generation has significantly invested in their education and has been shaped in an “always-on” work culture. They are the first generation to grow up with the internet and smartphones as parents, leading to blurred work/life boundaries. When considering new employment, Generation Y highly values flexible working hours, convenient location, and an accessible and approachable leader. The qualities they prioritise in a leader include clear communication, approachability, and integrity/accountability.

Generation Z (born 1995-2009, aged 16-30 in 2025) were schooled in a social media age and grew up in an era of diversity and inclusion. Labelled by some as “The Anxious Generation,” they bring a global perspective and have had unparalleled agency through the online world from their teenage years. For Generation Z, the most important factors when considering new employment are accessibility and approachability, learning and development opportunities, and career progression opportunities. They seek leaders who are approachable, clear communicators, and demonstrate empathy.

Realities for Today’s Parents and Barriers to Engagement

Our research reveals a crucial reality: while parents desire involvement, they are often time-poor. Currently, three-quarters of females aged 30-34 are employed (77%), which is double the rate of 1971 (38%). Furthermore, over half of couple families with children under 15 years (52%) report “always or often feeling rushed or pressed for time.” This reality underscores the importance of flexibility for these parents, particularly for Generation Y, who, as noted earlier, highly value flexible working hours in their professional lives. Schools can recognise this by providing flexible options for parental involvement, such as a variety of timeslots for important events and meetings.

This evolving context, marked by information overload and digital distraction, highlights a profound shift in parent engagement from previous generations. Despite these pressures, our study shows a strong desire for involvement: a substantial 83% of parents consider practical involvement in their child’s schooling to be extremely or very important.

However, several barriers impede effective parent engagement. The primary barriers identified by parents include:

• Lack of time due to work or other commitments (36%)
• Work schedule conflicts with school hours or activities (33%)
• Family responsibilities that limit availability (26%)

Additional Barriers Encompass:

• Limited communication or information from the school about opportunities (21%)
• Uncertainty regarding how to get involved (15%)
• Difficulty accessing school events (15%)
• A perception that involvement is not valued by the school (15%)

Only 15% of parents reported no barriers to involvement, while a minority (5%) indicated they do not believe practical involvement is necessary. Notably, non-government school parents (20%) are twice as likely as government school parents (10%) to identify administrative effort (e.g., obtaining a Working with Children’s Check) as a barrier.

Schools can respond to these barriers by developing robust parent engagement strategies that alleviate influenceable barriers, such as ensuring clear communication regarding opportunities and minimising administrative burdens. For the strategies to resonate, they should align with the digital fluency and information expectations of Generations Y and Z, who anticipate accessible and often immediate updates and efficient processes.

Shifting Parental Expectations: From Contributor to Consumer?

Our research identifies a subtle but significant shift from a ‘contributor’ to a ‘consumer’ approach to education. While 37% of parents and 32% of educators perceive the relationship as a true partnership, half view it as a ‘collaborative partnership’ where the school takes the lead (51% parents, 52% educators). For some educators (15%), the reality leans more towards a transactional relationship.

Parental expectations for regular feedback are growing significantly. Current parents are twice as likely to anticipate daily updates on their child compared to 2019 (15% today vs. 7% in 2019). This escalating demand for real-time information reflects the digital fluency of these generations; particularly Gen Y’s ‘always-on’ culture and Gen Z’s upbringing in the social media age, where immediate updates are the norm. This indicates that traditional biannual parent-teacher interviews are unlikely to suffice for future parents, highlighting a clear need to rethink feedback mechanisms.

Regarding responsibility for fostering various aspects in children, parents in 2025 largely perceive instilling values and beliefs (63%), enforcing discipline (62%), and character development (61%) as entirely or mostly their responsibility. However, compared to 2019, parents are less inclined to view themselves as entirely or mostly responsible for these areas. Schools that can find ways to reframe this consumer mindset and foster a sense of genuine partnership are more likely to have a highly and positively engaged parent community (see our 2024 report Building Thriving School Communities for more on the ingredients of a thriving parent community).

Leadership Response: Develop a Robust Parent Engagement Strategy

Looking towards 2035, creating strong, meaningful partnerships with parents is crucial for fostering a learning environment where students thrive. Developing a robust parent engagement strategy, one that enhances trust, communication, and collaboration within the school community, is therefore a key consideration for effective leadership. This strategy must specifically acknowledge the evolving characteristics and expectations of Generations Y and Z parents, supporting their desire for involvement while mitigating identified barriers, and adapting to the subtle shift in the parent-school dynamic, to truly position schools for success over the decade ahead.

Developing insight-driven engagement strategies helps schools bridge the gap between parental desire for involvement and the realities of modern family life. 

Article supplied with thanks to McCrindle.

About the Author: McCrindle are a team of researchers and communications specialists who discover insights, and tell the story of Australians – what we do, and who we are.

Feature image: Canva

Education plays a pivotal role in society.

In school, students’ minds are expanded, they are introduced to new ideas, and taught to think critically. Schools nourish the development of knowledge, character, and skills to equip young people for life.

The world, however, is becoming increasingly complex, and so is the role of schools. The expectations of schools extend beyond literacy and numeracy to character development, arts, creativity, physical education and mental, emotional, and social health. Many educators are feeling this burden and are navigating how to respond.

Consumer mindset fuelling the growing expectation on schools

In many areas of society, people are becoming consumers rather than contributors. Education is no different. With 9,629 schools across three sectors, many parents have options around where they will send their children. This choice can create a competitive schooling landscape.

When parents operate from a consumer and fee-for-service mindset of ‘how will this school benefit my child’ rather than a contributor mindset of ‘partnering together to equip their child for a life well-lived’, it can inflate expectations. To counter this, there is an opportunity for schools to shift the relationship from a transaction to a partnership, enabling schools and parents to stand in alignment to navigate challenges.

Schools are mediating institutions for social change

The role of schools as mediating institutions in social change has also grown. Historically, many clubs, societies, and gathering points have been hubs for learning, development, and social transformation. These intermediary organisations often play a crucial role in community building and fostering societal shifts. Over time, however, membership in these clubs and organisations has evolved, and two of the remaining institutions of social change where almost everyone is involved are schools and workplaces.

Therefore, educational leaders are in a unique position, where they are not just a mediating institution to younger generations through students, but also to older generations through the workforce and, more broadly, to parents. This can put pressure on schools to be the avenue for addressing change for people, across the generations.

Educational leaders have agency over the health of their school community

Schools are uniquely positioned to influence social change and the nation’s future. Many educational leaders are feeling stretched with external factors such as public perception, funding changes and curriculum updates impacting schools. Numerous elements are outside a leader’s control; however, the health of the school community is not one of them.

There is an opportunity for leaders to be counter-cultural and build thriving hubs of community and partnership. Indeed, this may be an antidote to a consumer approach to education, where community is fostered, belonging is experienced, and there is a commitment across all stakeholders to building a thriving learning community.

Building thriving learning communities

A school’s influence is significant. A young person can spend up to 15,600 hours in school across 13 years; it would take 120 years of weekend sport to reach this same level of influence (based on contact of 2.5 hours per week). Educational leaders have an opportunity to curate an environment that stimulates learning, develops character, facilitates belonging and sets up young people for a life well lived.

To help educational leaders create thriving learning communities, McCrindle has developed a six-part Thriving Schools Index to help schools identify their strengths and highlight areas for improvement.

The effectiveness of a school’s learning community is measured across the following six areas:

1. Student development
2. Teaching
3. Student wellbeing
4. Schooling experience
5. Connection and belonging
6. Leadership

Conduct the Thriving Schools Index (TSI) with your school

Every child deserves a school environment where they can flourish, grow, and thrive. Picture a place where students feel empowered, teachers are inspired, and parents are engaged. Our Thriving School Index helps makes this vision a reality.

Your school’s culture isn’t just a backdrop – it’s the heartbeat of learning, shaping every interaction and opportunity. But how do you measure its pulse? Our Thriving Schools Index provides a benchmark against the national average and helps illuminate the path towards a vibrant, nurturing educational community.

Article supplied with thanks to McCrindle.

About the Author: McCrindle are a team of researchers and communications specialists who discover insights, and tell the story of Australians – what we do, and who we are.

Feature image: Photo by LinkedIn Sales Solutions on Unsplash