I recently stumbled onto a Reddit thread titled “Are Schools Stuck in the Past When It Comes to Working Families?” Many people responded, sharing candid stories about how school structures still assume there’s a stay-at-home parent in every household.

As someone who spends my days helping schools rethink how they engage families, curiosity got the better of me. Real, unfiltered parent feedback isn’t easy to come by!

So I set about analysing over 400 comments.

What parents are really feeling

The analysis painted a clear picture of two big emotions: resentment towards a system built for another era, and the heavy burden of guilt and exhaustion parents carry every day.

Here’s how some of the feedback broke down.

Resentment

Almost 20% of comments highlighted frustration with schools that seem to forget most families today rely on two incomes.

“We know society functioned with nearly exclusively single-income families, so it stands to reason it should be able to be done now—minus the misogynistic gender roles society forced at the time. But that’s not the case. Two full-time incomes are required just to get by, leaving no time for anything else, including being a parent.”

Guilt

Parents repeatedly expressed feeling they were somehow failing their children by not being more available during the day.

Exhaustion

Families described the relentless juggle of work, school schedules, homework, meals, and maintaining sanity.

Communication Breakdowns

Parents frequently noted frustration with last-minute notifications, confusing scheduling, and outdated communication methods.

“You can’t exactly throw a school-wide assembly at 6pm on a Wednesday and expect all staff and students to attend to fit the schedule of working parents. When you can’t make it work, you miss out. That’s what most working parents do.”

Homework Pressure

Many families felt overwhelmed by the expectation to support homework after already exhausting workdays.

Enrolment Processes

Several parents mentioned how complicated enrolment and re-enrolment processes added unnecessary stress, highlighting the disconnect between school systems and real-life demands.

“All paperwork that was completed by us on enrolment listed my husband as the first contact because he works from home and has the ability to go pick up if needed. But for some reason, the school keeps calling me instead. I don’t know if they altered it when they put it in the system, but it makes everything more difficult.”

Do we need to re-design the school experience?

These themes point to something deeper. They reveal gaps between what schools currently offer and what families actually need.

In the world of experience strategy, two powerful principles can help bridge these gaps: Jobs To Be Done (JTBD) and Time Well Spent.

When parents choose a school, they are ‘hiring’ them to navigate complex family logistics, emotional needs, and personal aspirations. We can think about these as the jobs to be done. For example:

  • Balancing family and work responsibilities
  • Schools could actively reduce friction by considering flexible schedules or digital solutions that accommodate busy parents.
  • Feeling confident and guilt-free about child wellbeing
  • Clear, proactive communication and thoughtful after-school programs can ease emotional burdens.
  • Minimising unnecessary stress and effort
  • Streamlining enrolment, event planning, and homework expectations can significantly ease day-to-day pressures.

Imagining schools built for today’s families

What if schools actually acknowledged that parents have real jobs and complex lives and designed experiences around that reality? This is the world of ‘Time Well Spent’.

Here’s how we could start:

  • Respect parents’ time
    Let’s challenge the necessity of midday events and find creative ways to share these moments—like digital updates or recorded events. Making each interaction meaningful and respectful of parents’ limited time aligns with the “Time Well Spent” philosophy.
  • Flexibility
    Virtual meetings, easy digital communication, and flexible scheduling could become the norm, not exceptions. Imagine enrolment tours you can take virtually or evening Q&A sessions available via webinar.
  • Empathy as a differentiator
    Schools that genuinely understand the realities of working families build better, more caring experiences.

Frustration = Opportunity

Whenever there is frustration, there is opportunity. For schools willing to think differently; ask different questions; involve families in the solutions.

So, here’s the big question:

If we built schools from scratch today — fully aware of how real families work, live, and dream — what might we create?