5 Trends Shaping the School Marketing Landscape
By: Mark McCrindle
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
