Choose to Learn 2024

The Choose to Learn K-12 initiative, launched in 2022, investigates the evolving landscape of parents’ K-12 education options, shedding light on the motivations, barriers, and aspirations of parents actively exploring alternative educational pathways for their children. 

Building on insights gained from Choose to Learn 2022, Choose to Learn 2024: Parts 1, 2, and 3 assesses the breadth of preferences from 2,000+ parents for alternative education pathways beyond public school and the barriers these parents face. Choose to Learn 2024 highlights the “Open-minded” parent segment, those most likely to take action over the next several years in exploring alternatives for their child. 

Part 1: K-12 Parents Poised to Explore New Educational Options

In this report, Tyton Partners covers:

1. How 48% of all U.S. K-12 parents fall into the Open-minded segment, expressing a strong interest in pursuing new and additional educational programs for their child.  
2. The three distinct parent personas that exist in the Open-minded segment.
3. The primary factors motivating parents to explore alternative education programs for their children.  
4. The key barriers that prevent parents from leaving their current environment: Mental health and affordability.

Part 2: The Open-minded K-12 Parent Journey and Barriers to Action

In this report, key findings include:

1. Two main barriers hinder K-12 parents from completing the journey to a new educational option: affordability and awareness of program options. 
2. 49% of parents identify affordability as a primary barrier, and 40% identify awareness as their primary barrier. 
3. A program that (re)ignites a child’s love for learning is what drives K-12 parents to choose a new education program. Program options aim to accomplish this goal by prioritizing custom, individualized activities based on the child. 
4. Why the market should take action and what it can do to address these barriers.