Parents don't believe their children must go to school every day anymore, according to a new report - and it would take a "monumental" effort to change their minds.
Since the COVID pandemic, there has been a "seismic shift" in attitudes to full-time school attendance, according to a study by consultancy Public First.
While the factors behind the absences vary between the cost of living crisis and a rise in mental health problems among young people, the study does not link them to parents working from home.
The research - which highlights findings from focus groups with parents - comes as concerns continue to grow around the rise in children missing school in England.
In June, Sky News saw figures suggesting thousands of children have vanished from school, with authorities having no idea where they are.
On a single day in spring this year, local authorities in England reported an estimated 24,700 children as missing education.
The Public First report said a child's daily attendance at school was viewed as "a fundamental element of good parenting" before COVID.
"Post-COVID, parents no longer felt that to be the case, and instead view attending school as one of several - often competing - options or demands on their child on a daily basis, against a backdrop of a more holistic approach to daily life," the report adds.
