When it comes to choosing the right school for their children, today’s parents are doing things differently. Gen Z parents (adults born in the late 1990s through the early 2010s) are bringing their digital-first habits into the world of education. Instead of relying only on traditional inspection reports or word-of-mouth, many parents are turning to TikTok, parenting forums and even AI tools like ChatGPT to guide their decisions.
This shift is transforming how families gather information and it’s also reshaping how schools need to present themselves to the next generation of parents. Gen Z parents are digital natives. They’ve grown up searching, scrolling and streaming for everything from recipes to financial advice, so it’s no surprise that they’d approach school readiness and school selection the same way.
Some of the ways they’re making decisions include:
- Watching TikTok videos of classrooms, playgrounds and teacher Q&As.
- Reading parent experiences in Facebook groups and Reddit forums.
- Using AI tools to compare curriculums, summarise Ofsted reports, or find local school ratings.
For many, this feels faster, more relatable and more tailored than reading a lengthy official report from Ofsted.
So, what are the benefits of digital school research?
Done well, this trend can actually help parents feel more confident and connected in their school choices:
- Real parent voices – First-hand experiences can reveal what day-to-day life at a school is really like.
- Simplified information – AI can turn jargon-heavy Ofsted reports into easy-to-understand summaries.
- Accessible content – Short videos and online guides fit into busy family schedules.
There are risks to watch out for
However, there are also challenges to this digital-first approach:
- Misinformation – Not all reviews or videos are accurate or balanced.
- Algorithm bias – Parents may only see content that apps wantthem to see.
- Digital divide – Families with limited internet access could be left behind.
That’s why it’s important to cross-check digital insights with official reports and in-person visits, before making a final decision.
Author
Natalie is the co-founder and illustrator at Little Scholars Playground. She is passionate about literacy, learning, illustrating, women in STEM and the Montessori practice.