Magazine article Marketing

Business and Industry Can No Longer Ignore the Increasingly Bitter Debate over Education

Magazine article Marketing

Business and Industry Can No Longer Ignore the Increasingly Bitter Debate over Education

Article excerpt

Business and industry can no longer ignore the increasingly bitter debate over education

While the profile of political debate has been lowered during the summer recess, the backroom planners of all major parties have been working on the key issues for the next election. The economy and the NHS will continue to occupy a central platform but so too, we believe, will the education system. Education has always been a contentious subject, but there are grounds to believe that it will become the central issue of social policy in the next decade. There are a variety of reasons for this.

First, there is the continuing trend towards middle class living which rising affluence underpins. Middle class values and education standards have always been pre-eminent in middle class life. Equally, if paradoxically, while the 80s generation fed on the notion that success depends on what you do (and how much you get for it) rather than how much you know, this group is wily enough to realise that providing a "good" education is still the best investment you can make for your children. Moreover, education and breeding remain the way to turn what the Americans term "new" money into "old".

Second, there are powerful demographic factors at work. All those babies so beloved of adland at the present time will be growing up soon. While the baby boom is set to peak in the mid-90s, five to 14-year-olds will be growing strongly to the end of the decade and beyond. It is no surprise that parents (and especially parents of older children) are concerned about education. …

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