Excellence in Schools 153
Trust, the study shows, is no longer automatic. Eighty eight percent of parents say they would hesitate to enrol in a new school without a proven track record, citing transparency, teaching quality and safeguarding as the foundations of confidence. Only a small minority say innovation alone influences their decision. Parents are also highly conscious of value. Within the AED 45,000 to 65,000 fee range, families prioritise academic progress, teaching quality and leadership stability above facilities or image.
Aparna Verma, Chairperson of Scholars International Group, explains the shift. “This is not a moment for louder voices; it is a moment for deeper listening. Families are making some of the most important decisions of their lives for their children. They are seeking clarity, proven outcomes, visible leadership and the reassurance that comes from consistency. These are the principles we believe truly matter - and they are shaping every aspect of how The Scholars School is being built.” Parents Want Trust, Clarity and Stability The research highlights growing anxiety among families navigating Dubai’s increasingly competitive school landscape. Many parents say they feel overwhelmed by the sheer volume of marketing and messaging surrounding school choice
93 percent of parents surveyed say they felt overwhelmed by school marketing, while 91 percent say exaggerated claims reduced their trust in schools.
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