Listening to parents: why helping families recognise quality matters. 

Choosing early learning is one of the most important decisions families make and increasingly, one  of the most complex,  a new campaign has been launched to help families ask the right questions. 

For many parents, the process is shaped by practical constraints such as location, availability and  cost. But beyond those factors research shows many families are also navigating a deeper  uncertainty: What does quality early learning actually look like? 

Recent parent research conducted by Goodstart Early Learning found that while families care  deeply about quality, many do not feel confident identifying it or asking the questions that might  help them assess it. 

Parents describe relying on instinct and “feel” when visiting services, while also expressing a desire  for clearer, more practical guidance. They wanted to know what to look for, what questions to ask,  and how to feel reassured they were making the right decision. 

This insight has informed the development of Good Choices, a national campaign designed to  support families at the very beginning of their early learning journey. 

Importantly, the campaign does not direct families to specific providers. Instead, it focuses on  building parent confidence and capability across the sector. Helping families to better recognise  the hallmarks of quality wherever they are. 

As Goodstart CEO Ros Baxter explains: 

“Parents told us they wanted simple, practical advice, what to look for, what questions to ask, and reassurance that they were making the right decision.”

At its core, Good Choices responds to a simple but important gap. While the ECEC sector has well established frameworks for defining and assessing quality, these are not always easily understood  by families. This represents an opportunity. 

When families feel more confident: 

• They are more likely to engage meaningfully with services

• Conversations between educators and families become more open and productive

• And trust in early learning is strengthened 

The Good Choices campaign also reinforces elements critical to quality, including stable educator teams, strong relationships, and safe, supportive environments but does so in a way that resonates  with how parents experience services.  

Rather than adding complexity the intention is to reduce it.  

“We know how hard it can be for parents to spot quality early learning… parents told us what they  wish they’d known earlier and that’s exactly what this campaign provides.” Ros Bater notes. 

Good Choices will help strengthen alignments between how quality is defined, how it is delivered,  and how it is experienced and identified by families. 

Because ultimately, improving outcomes for children relies not only on delivering high-quality early  learning but also on ensuring families feel confident finding and choosing it. 

All families can access the Good Choices toolkit via the First Five Years website, which provides practical resources, advice and guidance tailored to each stage if a child’s development.