Choose to Learn 2024

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.