ISM’s long-standing contention has been that schools have two primary markets: parents and students. Over time, we have seen an increase in the influence students have on enrollment decisions. From ISM surveys representing nearly 1,000 parents, 11% of respondents indicated that their children had significant to total influence, and 28% said that their children had equal influence. As one would expect, the level of influence increases with each grade, particularly beginning in the sixth grade. But even kindergartners are reported to have significant influence for some parents. To remain sustainable, a school must appeal to both parents and students from the admission process through graduation.