In American schools, parents and teachers are gathering to analyse poetry, rather than fret over academic performance. Focusing on achievement above all else isn’t always the best path to success, and these meetings are adapting to match new ideals of leadership and the learning process.

Back-to-school ads would have people believe the new academic year is a fresh start, but for many mums, dads and children, it can be highly stressful and costly. Why is this annual occasion such a huge deal? And how can brands effectively cater to pressured parents and nervous kids?

In the US, 83% of new mums are Gen Yers, and though 88% of this generation want to avoid becoming a ‘helicopter parent’, many are happy to use tech to check on their kids. In the second of a two-part report, we ask if more dads will take paternity leave, and look at the rise of the ‘drone parent’.

Recent research has found that 30,300 kids in the UK were being home schooled in 2015. This figure has risen in recent years as more and more parents opt to educate their kids themselves, holding the belief that traditional schools don't necessarily work for everyone.