The bell’s officially rung! Back to School Begins TODAY. And Here’s What Parents Really Want From Brands
For those who don’t know me, I’m Sophia. I’m proudly Made in Wales and I’m Brazen’s Planning and Strategy Director.
Schools have officially opened their gates after a hot and hectic summer, our social feeds being flooded with obligatory uniform-at-front-door pictures and that feet-finding moment of a new routine is all to real. So, I wanted to pause and check in on what’s hot-topic for parents this September.
‘How did you do that?’ I hear you ask. Well, it wasn’t just through chatting to parent friends who can juggle better than the most experienced Covent Garden street theatre acts…
I tapped into SOUND – our influencer-led insights tool that delivers real-time, unfiltered truths from the people who matter most – and chatted with a cross section of influencers to better understand what was top priority for them.
The best bit? Everything is summarised below – A* (or Grade 9) for me? Absolutely!
1. Affordability is a Non-Negotiable
Everyday families are under pressure and value is top of mind. But it’s not just about being the cheapest.
Parents are prioritising quality that lasts – especially with schoolwear and shoes, which have been top of mind for creators like Skye Brown.
Back to School sales and deal drops are dominating engagement across platforms – Ocean Khelani’s followers are actively hunting for them, in fact.
With school costs averaging an eyewatering £1,000* for primary and £2,300 for secondary per year, 4 in 10 parents are now “value seekers”. They’re swapping convenience for cost-saving and researching before they buy.
👩🏫 The lesson here? Think value, not discount. Highlight longevity, versatility and bundles that help stretch the budget. As Skye put it, it’s about “value per wear”. Brands that pass the affordability test get top marks.
2. Sustainability Meets Savvy Shopping
Sustainable choices are rising, often as a smart budget move.
Platforms like Vinted and eBay are booming for second-hand school uniforms – echoed by Rashi Singh and Skye Brown, who both flagged pre-loved as a major trend.
Sporting uniforms are a big-ticket item and parents are actively seeking ways to save here.
Adapted features like velcro, elasticated waists and adjustable hemlines are helping uniforms last longer – a key ask from Skye’s community.
Even stationery is getting the eco-treatment, with recycled and recyclable materials gaining traction.
👩🏫 The lesson here? Showcase sustainability in terms of smarts and savings. Offer ways to mix old and new or promote “buy less, buy better” principles. It’s not just green – it’s clever.
3. The Rise of the First-Time BTS Parent
Mums remain the core audience but first-time BTS parents are your most active and engaged consumers.
Primary school parents (ages 4–11) are the biggest demographic creating and engaging with content, according to Rashi.
These parents are looking for guidance, tips and product recommendations from influencers they trust – especially “mumfluencers” like Skye.
Dads, same-sex couples and grandparents are increasingly involved, reflecting changing family dynamics.
👩🏫 The lesson here? Position your brand as the reliable expert – helpful, friendly and inclusive. Create bite-sized content to help reduce overwhelm, especially at this time in the summer holiday calendar when BTS anxiety peaks. Be the teacher’s pet of trusted advice.
4. Wellness is on the Timetable
Mental and physical wellbeing are climbing the agenda this year.
Parents are seeking advice for easing school anxiety and talking about emotions with their kids – a theme all three creators flagged as growing.
Healthy, regulation-friendly lunchbox content is booming. Skye’s audience is asking about snacks and lunch ideas that meet stricter school rules.
Vitamins and immune-boosting products are also trending, with Ocean’s followers keen to minimise sick days.
👩🏫 The lesson here? Help take the pressure off. Focus on easy wins for emotional wellbeing and practical, health-first food hacks. It’s time to make wellness top of the class.
5. Kids Want to Stand Out on Their Own Terms
Self-expression is now part of the uniform.
Gender-neutral schoolwear is gaining traction and colour is coming to the fore – giving kids more choice and confidence, as Skye noted.
Customisable accessories like backpacks, pencil cases and lunchboxes are must-haves – Rashi flagged this as a major trend, with “funky backpacks” in high demand.
Labelling hacks are also trending – anything that makes prep easier and more personal is getting saved and shared.
👩🏫 The lesson here? Give kids the tools to tell their story. Look for personalisation and inclusivity opportunities across your range. Let them ace their style test.
So, in summary…
Back to School 2025 is more than pencils and plimsolls. It’s a cultural moment where support, self-expression and smart choices matter more than ever.
If you want to show up meaningfully for your audience this September as parents navigate the hardest part of the year, Brazen SOUND has the answers.
Want to chat about how these insights can fuel your upcoming campaigns? Drop me a line at sophia@wearebrazenpr.com
