A review of much of the recent social scientific research on choice an
d marketisation is presented in this paper, from a critical and analyt
ical perspective, to highlight how little of this research focuses on
issues of gender equity. The paper then goes on to present evidence of
the ways in which parental choice is frequently gendered, and experie
nced as a gender issue, by parents involved in what is essentially a c
hoice process. This argument draws on evidence from two recently condu
cted research studies, one funded by the Leverhulme Trust and the othe
r by the Economic and Social Research Council (ESRC). Evidence is also
presented from a study, commissioned by the Equal Opportunities Commi
ssion, of educational reform and gender equity in schools. All of this
evidence demonstrates the salience of gender in educational policies
and their implementation. In particular, it shows how mothers have the
key involvement and responsibility for choosing schools and bringing
up children, although this varies by family or school context. Our pre
vious findings, that mothers were pre-eminent in choosing schools, are
modified for families that choose to invest in the private sector, wh
ere both parents are more likely to be involved. Given the changing pa
tterns of examination performance between boys and girls at the end of
secondary schooling, parents' choices of secondary school are now dif
ferentiated on gendered lines. But none of these changing patterns of
involvement and investment in education necessarily maps easily on to
mothers' or children's perspectives about education and schooling wher
e these views of parental involvement have rarely been investigated. T
hus, educational reform directed towards diversity and choice and impr
oving educational standards has had contradictory and to some extent u
nexpected consequences, in particular in terms of gender and gender eq
uity.