Millennials, Gen Z and the Future of Child Care

Millennials, Gen Z and the Future of Child Care

As a company submerged in the world of child care, we know how vital child care providers are to our economy. Child care is essential for working parents. Additionally, students who attend high quality child care facilities early in life develop stronger skills, are less likely to require special education classes, and are more likely to earn higher wages and have fewer interactions with the justice system as adults.

With an ongoing pandemic and an upcoming election, what does that mean for the future of child care? The answer relies on Millennials and Gen Z.

Millennials make up roughly 35% of the workforce, which makes their generation the largest generation in the U.S. labor force (source). Gen Z, while up and coming into the workforce, is reported as the hardest hit for job loss before and during the pandemic (source). The child care industry should look to these two generations to understand where the industry is headed.


Where do the younger generation’s priorities lie?


  • According to Next100 and GenForward, 81 percent of young adults (in these two generations) believe that access to affordable, high-quality child care is an important issue.
  • 72 percent of respondents said that the lack of high-quality child care programs and their cost is a barrier to achieving their professional goals.
  • This data is confirmed by the United States Census Bureau, which finds that one in five of working adults said they are not working is because COVID-19 disrupted their child care arrangements.
  • Of those not working, women ages 25-44 are almost three times as likely as men to not be working due to child care demands.
  • Millennials have also been slower to establish households than previous generations have been. They tend to get married and have children later in life. However, Millennials now make up the majority of annual U.S. births. If this trend continues into Gen Z, Millennials and Gen Z will be a topic of the child care industry for years to come.

How does cost factor in?


How could the election affect the future of child care?


  • Child care is a topic that transcends party lines. Young Democrats, Republicans and Independents all agree that child care is important. 86 percent of Democrats, 79 percent of Republicans and 76 percent of Independents identified child care as an important issue.
  • A whopping 92 percent of those surveyed from indicated that child care is a topic they feel should get more attention from the government as a result of the pandemic. 71 percent of families say that child care policies will impact how they vote in the upcoming election.
  • The Child Care is Essential Act, the Child Care for Working Families act and presidential candidate Joe Biden’s Build Back Better plan could potentially add millions of dollars into the child care industry, expanding access for millions of families.


Younger generations are coming into the workforce and creating families in massive numbers. This means that Millennials and Gen Z’s employment decisions will be dependent on the child care industry for the foreseeable future. With COVID-19 and job loss among this demographic, cost and accessibility will be huge issues for those re-joining the workforce. These groups are now having families, so it’s no surprise that they will demand more affordable and accessible care. In an upcoming election year, the future of child care will be a hot topic with one of the largest groups of voting age.

Characteristics of High Quality Child Care

Characteristics of High Quality Child Care

Looking for child care or early childhood education is no small task. It can seem like there is an overwhelming amount of daycare centers all promising to give the most to the children who attend them. When a family is searching for a child care program, they need to understand what makes a child care facility high quality and why that is so beneficial to the development of their child. 


Several research studies show that high-quality early learning helps kids develop stronger language, math, and social skills upon entering school. Studies also show that they are less likely to require special education classes as they advance in their studies. Children enrolled in child care and early learning education programs are also more likely to earn higher wages and have fewer interactions within the justice system as adults.


What Are the Characteristics of High-Quality Child Care?

Specific characteristics are used to determine the likelihood of a quality child care program. Generally speaking, parents should be on the lookout for a center that provides a safe and nurturing environment, while still providing a stimulating learning experience. Knowing what to look for specifically makes choosing a center much less stressful for parents and much more rewarding for the children who attend. Some of the most important factors to consider are:


Small Class and Group Sizes

Small group size and class size mean more one-on-one time between teachers and students. It also allows teachers to create a stronger bond with the children in their classes, which in turn makes the children feel safe.


Staff with Higher Education and Continuing-Teacher Training

Centers that employ staff with prior teaching experience in early childhood development means that they know how to tailor the curriculum in developmentally appropriate ways. It’s also beneficial to be a part of an education program that encourages its directors and staff to further their skills, providing them the opportunity to evolve within the ever-changing landscape of the educational system. 


Low Staff/Teacher Turnover

This is beneficial for a few reasons. It allows the staff to stay familiar with the children and build stronger relationships. It also means that the team is well cared for by their employer and enjoys their job, making it far more likely for them to put extra time and effort into their teaching. 


Positive Teacher/Child Interactions

It’s essential to observe how the teachers at a child care center interact with their students. If the teachers seem stressed out or flustered, it can be a sign of poor organization or lack of leadership. The children should be in a positive environment where learning looks fun and organic, not chaotic.


National Accreditation and Licensing Standards

Child care centers that receive national accreditation and meet the minimum licensing standards demonstrate both the ability and the intent to provide higher than average care for the children who attend them.  It proves that they set the bar high and have the results to demonstrate it. 


Good Health and Safety Practices

Young children aren’t known for their health and safety practices. A large part of providing high-quality child care is ensuring that the children, teachers, and families who walk through the doors everyday practice proper safety, hygiene, and emergency protocol. Teachers should know what to do and who to contact in case of an emergency.


What Should Parents Look for When Touring a Child Care Facility? 


  • Try to schedule a tour that doesn’t take place at nap time. This way, they can see what goes on when the energy is high, and the school day is in full swing.


  • Observe the classroom sizes and how many kids are in each class. This will give parents an idea of the amount of time/attention teachers can give to each student.


  • Observe the average age of the teachers who are working. If the teachers are younger, it is less likely that they have been there long and is also a good indication that there is probably a high turnover rate at that particular daycare center.


  • Do the children look happy to be there? If there seems to be a lot of chaos and turbulence, it’s a sign that the teachers don’t have a good grasp on keeping the kid’s attention or performing under pressure.


  • How do the teachers handle conflict amongst the children? Are they able to access the situation and take control, or are the children controlling them? 


  • Are the students engaged, working on projects, age appropriate activities, and interacting with other children and teachers? Or are they watching a video and entertaining themselves?  Early childhood education should be hands-on and interactive rather than through a screen.


  • Is the facility clean? Parents should check bathrooms, changing stations, and all food prep and dining areas. Things should be kept tidy and spotless when not in use.


  • Do the teachers at the center know all the students and their parent’s names? This is an excellent indicator of the types of relationships they form with the children who go there and their families. 


How Can Daycares Provide a High-Quality Experience?


  • Provide families with access to knowledgeable, trusted staff


  • Keep class sizes small, so teachers and students don’t feel overwhelmed


  • Staff should get to know the families in the program and maintain a close personal connection with each student and their parents


  • Provide learning opportunities and encourage continuing education for all faculty members


  • Stay up-to-date and informed on the state and local guidelines for operating a child care facility


  • Check-in with students and their parents frequently to make sure you are on the same page about the education that is being provided


  • Make sure all staff is trained to deal with difficult or potentially dangerous situations


  • Provide teachers with adequate compensation and benefits to help reduce the rate of turnover


  • Make sure to provide a clean and healthy learning and teaching environment for all who walk through the door 


Choosing family child care or an early education center doesn’t have to be a headache and operating one doesn’t have to be either. Follow the above tips and guidelines to create a creative, learning-enriched environment that is both safe and nurturing for all. 


COVID-19 Childcare Business Survival Guide- How Can I Boost Enrollment During This Time?

COVID-19 Childcare Business Survival Guide- How Can I Boost Enrollment During This Time?

Depending on where you live in the country, you’re likely at least a few weeks into government mandated changes to day-to-day behavior in response to COVID-19.  Regardless of whether you’re living under a stay-at-home order or social distancing advice, if you’re finding it challenging to maximize student enrollment, here are some ideas to help.

Be Proactive With Your Parents

First and foremost, proactively address how your center is minimizing the risk of infection.  Parents are worried their children could get sick.  So, by acknowledging what you’re doing, you’re giving current and prospective parents peace of mind in a very unsettled time.

Publish what you’re doing front and center on your website.  An example would be, “At Smartcare School we are committed to keeping your children and our staff healthy.  We are following the advice of public health experts, by requiring these policies:

  • Temperature checks at drop-off. No child with a fever can attend that day.
  • Regular hand washing, especially any time a staff member or child enters the center or moves from one room to another.
  • Disinfecting staff and children belongings upon arrival.
  • Staff and children must always wear masks.
  • Children are kept separate as much as is possible.”

Look Out for Potential Enrollment Opportunities

The first place to start is providing care for essential workers.  Many essential workers are working more and longer shifts, and many have had their normal childcare options disrupted.  Many more might not know that your center is able to provide care.  Not only would you help an essential worker who needs childcare, but you would be contributing meaningfully to your community’s efforts to address the pandemic.  Here’s what we recommend:

First, reach out to employers of essential workers in your community such as hospitals, police departments, fire departments, grocery stores, and distribution centers.

It might take some effort but starting with a call or email to the general number and asking to speak with the organization’s HR department is the best place to start.  Once you’re in contact with the HR department, ask if they provide a list of childcare providers to their staff, and if they do, ask to be on the list, and if they do not, ask that their staff be made aware of your offerings.

Next, think about extending your service hours.

Most essential workers are not working normal “9 to 5” shifts, but they still need childcare.  Under normal circumstances, it might not have made sense to offer care outside of normal business hours, or it may have been difficult to find teachers willing to do so.  But we aren’t living under normal circumstances.  Offering longer service hours will allow you to care for more children.

Once you’ve contacted employers of essential workers and expanded your service hours to care for their children when they’re working, the next thing you should do is focus on local search.

Many parents, even those who aren’t essential workers, are looking for new childcare options.  Most of those parents use one or more of the following services to find care.  At a minimum, you should make sure you’re signed up for and have a complete profile with each service, which is normally free.  The list below includes links to sign-up if you aren’t already:

We hope this helps your center maximize enrollment in challenging times.  Most importantly, thank you for continuing to provide childcare to workers in all occupations.  Your efforts are the reason many people can continue to work today, and your efforts will be the foundation which will allows many more people to get back to work in what we hope is the not too distant future.

COVID-19 Childcare Business Survival Guide –  How Can My Center Use Small Business Administration Programs?

COVID-19 Childcare Business Survival Guide – How Can My Center Use Small Business Administration Programs?

During this unprecedented time, many childcare facilities are unsure about the future. This series of blogs covers ways to help our audience navigate this confusing time. As childcare centers navigate the events occurring in response to COVID-19, the Small Business Administration (SBA) has multiple programs available to help.

Economic Injury Disaster Loan (EIDL)

In order to qualify for an EIDL, your school must be in an area covered by a disaster declaration.  You can determine if you are in an area covered by a disaster declaration by visiting this site:

If you are in a disaster area, then you will need to apply for an EIDL.  You can submit the application here:  This is an online, step-by-step application.

To be prepared, have these items on hand:

  • Your most recent tax return
  • Business formation documents (such as your LLC agreement or articles of incorporation)

Note that the website underwent a major overhaul recently and many users have reported slowness, so be patient.  Expect to hear back from the SBA in about 3 weeks.  If your application is approved, then you will work with the SBA to determine the amount of a loan for which you qualify, up to $2 million, and the terms of repayment.

Advance on an Economic Injury Disaster Loan (EIDL)

After you have completed the EIDL application ( you will also qualify for a $10,000 advance, issued before your application is reviewed, and possibly forgivable at a later date.

You must submit the current application on the EIDL site to qualify for the advance.  If you submitted the older application, you must re-submit an application using the new format to qualify for the advance.  You can determine if you submitted the old application by looking at the PDF copy, in the top right corner of the first page for “OMB No.: 3245-0017” which is the form ID for the old application.  If you are not interested in the advance, and you submitted the old application, then you don’t need to submit the new application.

Payroll Protection Act Loan (PPAL)

As part of the CARES Act, the government has authorized businesses to borrow 250% of their average monthly payroll up to $10 million.  Specifically, you will qualify for 250% of the average monthly payroll expense, including employer paid taxes and employer paid benefits, but excluding any compensation to an employee in a payroll period that exceeds $100,000 on an annualized basis.

Unlike EIDL, the PPAL program will be administered by private banks rather than the SBA.  Private banks that are current “SBA 7a” lenders will most likely participate, and other banks may participate as well.  All banks are currently waiting on the SBA to publish final rules and guidelines for the program.  The SBA has indicated that those rules will be published in the next 1-2 weeks.  After the rules are published, banks will open applications.

Based on reading the law, you can be prepared by having records for your total payroll by employee for the past 12 months as well as the past 12 months mortgage, rent and debt payments.  You will also want to keep records of all payroll payments, by employee, starting now through June 30 to qualify for loan forgiveness. The specific terms of the loan will be finalized with the lender.  We will publish an updated blog post when the SBA publishes its guidelines with more actionable information.

Find Local Assistance

In addition to the information above, the SBA has a tool to find business counsels in your area.  Visit:

4 Strategies to Grow  Enrollment & Quality in your Child Care Center

4 Strategies to Grow Enrollment & Quality in your Child Care Center

Demand for high-quality, developmentally engaging early child care is growing. Parents of young children seek out exceptional child care, and the demand for preschool programs that support kindergarten readiness is increasing.

Your early child care center’s prestige can increase with a defined growth strategy. Create a solid program that connects your academic focus with that of local public or independent school readiness requirements. By focusing on both quality child care and academic kindergarten readiness, you can propel your reputation as your graduates enroll at public, private, or independent kindergarten programs.

Based on our experience with thousands of schools across the country, we’re seeing a renewed demand for developmentally engaging child care services and successful implementation of strategies to grow enrollment and quality.

How can you grow enrollment and quality in your child care program into a school growth strategy?

1. Start with the Data

Changing needs and expectations of young families show that they want developmentally engaging learning services. They are more often working parents who want a broader range of services that are individually and personally delivered.

The majority of U.S. children under five are students of color, so diversity and cultural awareness are even more critical in the training and recruitment of faculty, in the development of the curriculum, in communications to families, and out to the broader community.

The more educated parents are, the more likely they are to enroll their children in a child care center.

In 2016, the percentage of 3 to 5-year-olds enrolled in preschool was:

54% for those children whose parents had a graduate or professional degree
41% if the parents earned only a bachelor’s degree
37% for parents who ended their education with an associate’s degree
37% for those with some college but no degree
33% if they stopped with a high school credential (33%),
30% if parents didn’t complete high school

Public demand for early childhood education is accelerating. Philanthropists, community leaders and policy makers are seeking “opportunities to build new capacity in the early learning field as it enters a critical next stage.” For example, in 2018 Jeff Bezos announced a $2 billion plan to fund full scholarships for low-income children to attend “Montessori-inspired” preschools. The Saul Zaentz Early Education Initiative at Harvard University is another example.

As students transition from child care to the education system, it’s important for them to have skills in learning behaviors, such as their ability to:

  • Pay attention in class
  • Follow classroom rules
  • Complete tasks independently
  • Show eagerness to learn

At kindergarten entry, students who perform well in learning behaviors have a positive correlation to test scores.

When students enter kindergarten, many of them are not equipped with the skills to support learning success:

  • A national survey of kindergarten teachers reported that 35% of their students were not ready to “participate successfully in school”.
  • Problems that affected readiness included deficiencies in language, emotional maturity, general knowledge, social confidence, moral awareness, and physical well being.


Fact: Demand for High Quality, Developmentally Engaging Early Child Care Services is Growing

2. Develop Strategic Growth Plans for Child Care Centers and Preschools

Both independent child care programs and private school pre-K to grade 8 programs will benefit by having a strategic growth plan.

For independent child care programs where students move to public or private schools:

Understand that your center needs goals and plans for growing and sustaining. Your center plays an important part in your community. Your families are relying on you to be aware of local school academic and behavior readiness. Building community relations with local schools should be an important part of your growth plan. Network with local educators and school principals to share news about your center, ask for their input on your program, and work together to build a strong bridge to kindergarten.

For private and faith-based pre-K through Grade 8 schools:

With an integrated marketing and enrollment management strategy, your preschool program can provide a strong base of students for your kindergarten and elementary grades. Certainly not every student will be expected to stay beyond preschool, with a national average of 40-60% reenrolled/retained into kindergarten, but these classes should provide a reliable base for elementary grades.

With some preschool families you will have to Bless and Release them, assuring them of your support for their next decision and your genuine appreciation for the positive contributions they have made in preschool. They may have already pre-determined their plan to attend another school, but you can still cultivate them as brand ambassadors for your school out in the community.

After leaving your school, some may eventually Return to Sender, where they come back to your school after becoming disillusioned with their other choice and remembering the quality of the relationships and education provided at your school. Because families today are increasingly opting for private education in the middle school and high school years, your child care services should be viewed as a long-term investment to build your brand and grow the upper grades.

Fact: It’s important to establish a strategic growth plan to build intentional relationships

Retaining families in your child care program begins with intentionally cultivating deep relationships with each one. This requires a commitment from the center’s leadership and every employee to sustain a culture that values genuine interest in people, active listening, and responding appropriately to sustain trust and engagement.

3. Work with Neighboring Schools

Community relationships

In A Unified Foundation to Support a Highly Qualified Early Childhood Workforce, experts in education came together to discuss the importance of aligning early child care programs with larger education efforts to build a unified foundation for children, noting:

“To provide guidance and support for efforts at the local, state, and national levels, national nongovernmental organizations that offer resources and support for the care and education workforce should collaborate to provide and periodically update shared, coherent foundational guidance for care and education professionals working with children from birth through age 8. This collaborative effort should represent professional roles across settings and age ranges to improve the consistency and continuity of high-quality developmental support and learning experiences for children as they age.” (p. 545)

Academic and behavioral expectations

Working with the larger K-12 community allows child care centers to better prepare their students for the next step in their education. In many states, children are not school ready when they enter kindergarten. In fact, in Mississippi, kindergarten teachers report the lack of school readiness as their top challenge.

Positive networking can increase awareness of your school

Positive experiences for families in early child care centers and in K-12 educational programs can result in a buzz around the community for both. By communicating a dynamic partnership to the community as a whole, there are more opportunities for parents to hear about your school or child care center.

Children benefit from great foundational expectations

School and community partnerships can result in a seamless transition for students moving from a child care center to elementary school. Research confirms quality early child care set students up for a lifetime of academic success.

Parents benefit when educators are informed and working in tandem

When child care centers and schools work together, they are able to develop community programs that can help parents develop social networks and better understand the education system.

Question: How does your state stack up?

Check out the state-by-state map, at, developed by The Center on Enhancing Early Learning Outcomes, to learn more about early learning guidelines for early child care, along with documents for teachers and families to better understand the standards.

If you’re looking for examples of ways child care centers and schools partner together, the Institute of Education Sciences has a wealth of resources!

4. Propel Your Growth Strategy

Build Your Team

Faculty quality and engagement is the leading predictor of student growth and school growth. Don’t compromise when it comes to building a talented team of gifted educators and then nurturing a culture in which they can thrive.

Talent is a discipline that starts at the top and must assure alignment with the mission, culture, strategies, and expectations—in that order. Build a team of talented, energized, engaged educators and you will grow.

Craft Your Story

Your brand narrative is critical as you seek to establish your child care center as a launching point for success for young students. Craft your story as an invitation to join together in the journey of raising each child. Cast the parent as the hero of the narrative rather than repeating a similar list of features that can be heard at other schools in the area. Train every employee in how to tell your story consistently and effectively.

Share Your Story

There’s no advantage for your child care center to be the best kept secret in town. Equip your faculty and families to be ambassadors for the school, telling a consistent and compelling story.

Use Your Data

You have a wealth of data in your student information system. Use your data to learn, improve, and grow.

Craft an Engaging Value Proposition

Distinguish your child care center with a plan that maximizes your unique organizational genius and delivers remarkable value.


There’s never been a more important time to establish a growth strategy.

Since 1985, the cost of child care has nearly doubled, even when adjusted for inflation. As a matter of fact, child care is the costliest annual expense for most families.

You have the privilege of partnering with families as they seek to raise children who can enjoy their childhood while also effectively preparing them for their educational future. Parents want gifted teachers who will genuinely love their child, friends who will be a positive influence and share their values, curriculum that includes social/emotional learning to help their child build healthy relationships with peers, and the opportunity for their child to learn through play.

Families are looking for a child care center that will help their children manage their behavior and emotions to be learners, deal with their emotions, and pay attention in an educational environment. These are ideals and values both child care centers and the larger K-12 education community can help bring to fruition through a strong growth strategy and partnership.

Research Resources

Adams, D., L. A. Bornfreund, J. E. Carinci, L. Connors-Tadros, L. Fraga, A. Guarino, W. Hao, B. Hudson, R. M. Kor, S. LeMoine, J. Lockwood-Shabat, J. Martella, D. S. Mathias, C. McLean, C. Polk, P.S. Rogers, T. Rucker, S. D. Russell, A. A. Samuel, C. Stevens, T. N. Talan, V. Washington, and V. Williams. (2017). A Unified Foundation to Support a Highly Qualified Early Childhood Workforce. NAM Perspectives. Discussion Paper, National Academy of Medicine, Washington, DC. doi: 10.31478/201706b

Center on Enhancing Early Learning Outcomes. (n.d.). State-By-State. [online] Available at:

Franks, E. (2019). A Leadership Shift. [online] NAESP. Available at:

Harris, L. (2019). School readiness for children in the United States. [online] Available at: (n.d.). Fast Facts: Knowledge and skills at kindergarten. [online] Available at: (2019) Preschool and Kindergarten Enrollment. [online] Available at:

Riddell, R., Jacobson, L. and Campisi, J. (2019). 6 K-12 trends to watch in 2019. [online] Education Dive. Available at:

Sonenshein, J. (2015). 8 facts about childcare that will make you think twice about whether you can afford to have children. [online] Business Insider.


You don't have credit card details available. You will be redirected to update payment method page. Click OK to continue.