Status Quo Bias: Ordering the same curry and what that has got to do with student recruitment

I’m at the Indian restaurant. I scan  all the options, and there are many. And I always order the same thing (paneer and pea curry, peshwari naan and onion bhajees if you must know).

We’ve all been there, right? Faced with a decision that feels big, we instinctively lean back into what’s comfortable. It’s why families often stick with what they know—choosing the same type of school, the same well-worn path, even if it’s not the best fit for their child. It’s status quo bias in action, quietly steering them away from making the best decision.

And then there’s omission bias. It’s that voice whispering, “Better not risk it,” convincing people that staying still is somehow less risky than moving forward. I mean..if I’m only eating Indian food once a month I don’t want to risk having something too spicy!

The problem?

Inaction is a decision in itself.

It’s the reason why families put off taking the next step, why agents hesitate to work with new schools, and why some schools shy away from trying out fresh recruitment strategies.

To put it bluntly, status quo and omission biases are the enemy of growth. They keep families stuck in place and can prevent agents from guiding them toward what’s truly best. But the million-dollar question is: how do we get past them?

The answer lies in understanding that change, no matter how small, feels risky. Parents are worried about making a mistake—about choosing the wrong program, sending their child to a school that might not work out, or selecting an unfamiliar destination. It’s not enough to tell them why a new option is better. They need to *feel* safe enough to consider it. Your job is to be that safety net.

So, what do families need to feel brave enough to make that leap?

1. Reassurance: they need to hear that stepping out of the familiar doesn’t mean throwing caution to the wind. It means exploring, comparing, and finding what’s genuinely right for their child. Provide real examples, data, and reassurance that they’re not taking a wild guess.

2. Guidance: they don’t want a hard sell—they want a guide. Someone who understands their concerns and can walk them through their decision-making process with empathy and expertise. 

3. Clarity: Overwhelmed parents tend to default back to what’s familiar simply because it’s easier. Even if their child is unhappy. Make the benefits of a new option clear and tangible. Focus on the outcomes—how this move will set their child up for success in ways the old option won’t.

Reduce the risk of the next step (not the whole she-bang)l. Sometimes, a small taste—like a short-term course, a virtual tour or a school visit—can be enough to get them excited and open to the bigger decision. Other times, they need to see the entire path ahead before taking that first step. It’s about gauging where they’re at and meeting them there.

The bottom line is that families need more than information; they need to feel confident enough to make a change. Understanding the psychology behind these biases allows you to gently nudge them toward a more fitting choice—one that may be outside of their comfort zone but perfect for their child’s future.

Practically speaking.. How do you do that?

1. Recognise the Bias: You’ve probably heard things like, “We’ve always sent our kids to schools like X” or “We’re not sure about a new programme; what if it doesn’t work out?” These statements are red flags for status quo and omission bias. Gently pointing out that these fears are natural but might not reflect reality can open up a more constructive conversation. Offer stories of past students from similar backgrounds that did well.

2. Reframe the Decision: Instead of focusing on what’s familiar vs. what’s new, reframe the choice in terms of the student’s needs and potential growth. Ask questions like, “What are the key outcomes you want for your child’s education?” or “How do you see this programme supporting their personal development?” By shifting the focus to what they want rather than what they think they know, you help them think more clearly.

3. Provide Social Proof: Sharing stories of other families who faced similar concerns but found success in trying something different can be incredibly powerful. Highlighting positive outcomes and how these families felt afterwards can help them see that stepping outside their comfort zone isn’t as risky as it seems.

4. Make Change Incremental: If the family seems open but still hesitant, propose an incremental approach. Perhaps they can start with a short-term programme before committing to a full academic year. Or, if they’re considering a new school, they could arrange a few trial days or speak directly with current families to ease their concerns. If you’re trying to work with an new education agent, they might want to try one or two students with you first, before they send a bunch.

5. Acknowledge and Validate Their Fears: Ultimately, no one wants to feel pushed or judged for choosing the familiar. I’m glad the server in the Indian restaurant doesn’t blink an eye when I order exactly the same each time. Validating their concerns and fears without dismissing them is crucial. You’re not just there to suggest a new school or programme; you’re there to support them in navigating a complex and emotional decision-making process, and giving them options you believe will benefit them.

The same approach can be applied when working with agents who find themselves caught up in these biases. Maybe they’ve always worked with the same set of schools or shy away from exploring new markets out of fear it won’t work out. It’s your job to encourage them to think beyond what’s comfortable and to show them what’s possible when they embrace new opportunities. And tell them why they should!

The bottom line? It’s not about forcing change—it’s about helping people feel safe enough to explore it. Because once you help families (or agents) see beyond the bias, you unlock a world of possibilities they hadn’t even considered. The right advice at the right time can make all the difference in finding the best path forward for everyone involved.

If you'd like to discuss working together to increase your admissions / bookings - I'm happy to chat! Just book a call using this link: https://calendly.com/nicolalutz/chat-with-nicola-lutz-blog