A family residing in north London is in search of an exceptional and seasoned tutor to assist their youngest child in his journey toward becoming a proper English gentleman.

At first glance, you might overlook the term “first steps” as merely a figure of speech. However, it could very well be the most pivotal aspect of this unusual job advertisement, as they are looking to find a tutor for a one-year-old.

Since the anonymous family posted their request for a £180,000-a-year tutor, they have received hundreds of applications from interested candidates, all of whom must possess extraordinary qualities.

In recent weeks, the advertisement has captured media attention, prompting numerous inquiries about its purpose.

Adam Caller, the CEO and founder of Tutors International, the consultancy aiding the family in their search, noted that despite initial doubts about the concept, he considers it to be “visionary” and “forward-thinking.” When he met with the family, he recognized their understanding of the unconventional nature of their request, particularly given their son’s tender age.

They emphasized that they “didn’t want to delay” in finding a tutor, recalling their experience with their older child, who was five by the time they began tutoring him, a stage at which “cultural bias had already been established.”

But what exactly does “cultural bias” mean to this family?

“It encompasses everything,” Adam replied. “From the way we eat to how we communicate.”

He explained that the older sibling had inadvertently absorbed “subtle, non-verbal signals” from their environment and adopted the family’s cultural habits. The parents conveyed to Adam their desire to avoid a similar outcome for their younger child.

Their strategy? Hiring a British tutor who speaks with Received Pronunciation to influence their child right from the start.

“A significant portion of early learning occurs through osmosis,” said Adam.

The family hopes that through this osmosis, their child will adopt the British traits they wish to instill. Adam mentioned that the tutor should have attended “the kinds of schools that align with the family’s aspirations for their son.”

“The tutor must embody the right qualities, as their presence will naturally influence behaviors even when they are unaware,” he stated.

The family expressed a preference for the tutor to have interests in areas like horse riding, skiing, the arts, and music, hoping to enrich their child’s exposure to a diverse range of activities.

Moreover, they wish for the tutor to enroll their child in various classes, aiming for him to be “horse riding and learning an instrument by around the age of three.”

In the family’s view, cultivating their son into a “British gentleman” is synonymous with success and new opportunities.

“Regardless of the pros and cons of this approach, it undeniably reflects a class perspective,” Adam added.

But amidst the focus on instilling “Britishness,” could the child inherently acquire cultural nuances from the diverse family environment in which he is raised?

“Absolutely,” Adam acknowledged. “The family understands that this may not yield the desired results, yet they have adopted the mindset of exploring every possible avenue from the start, as the financial investment is secondary,” he explained.

Some professionals in the tutoring field voice similar reservations.

Peter Cui, CEO and founder of Blue Education, which also offers private tutoring services, expressed in a blog that “the journey to becoming bicultural, or genuinely oneself, is something to be authentically experienced rather than orchestrated.”

Peter, who moved from China to the UK at the age of seven and experienced both cultures while later studying at Cambridge University, argued, “The notion that one individual can serve as an embodiment of Britishness, effectively implanting the attributes of a British gentleman on a one-year-old, seems naive and impractical.”

“In my experience, having a quintessential British tutor from an early age does not guarantee the outcomes they hope for,” he reflected. “I never had such guidance, yet I’ve been fortunate to partake in the experiences they desire for their son.”

He further stated, “Cultural identity is not something that can be externally imposed; it must be chosen, originating from within.”

Nevertheless, Adam remains optimistic about the prospect of teaching—and even marketing—British cultural attributes.

“I believe the world respects us for this, and it’s something we should embrace and leverage,” he stated. “As British people, we need not feel ashamed of that; in fact, we should be taking pride in it.”

The demand for learning about British cultural norms is not only bolstering Adam’s tutoring business; it has also led to the emergence of enterprises like Laura Windsor’s Etiquette Academy.

Laura, along with other etiquette experts, offers lessons—for a fee—on conducting oneself in traditional British manners, such as how to enjoy afternoon tea, dress appropriately, and engage in conversation.

“Society has become increasingly casual and uninhibited, and there’s a growing desire to return to traditional manners,” she remarked.

The majority of her clients seeking etiquette training hail from international backgrounds, desiring to navigate business settings and social events effectively. However, she also conducts classes for children. Why?

“First impressions are pivotal, and being a courteous gentleman or gentlewoman hinges on that,” she explained. “Politeness reflects respect for others, fostering comfort and importance in social interactions. When people feel valued, they tend to like you, which can lead to remarkable opportunities.”

Laura typically does not teach children as young as one, but acknowledges that starting early can yield significant benefits.

“Beginning at that age means they will naturally grow up embodying those gentlemanly qualities, hence it’s a matter of inherent behavior rather than minor adjustments later on,” she said.

In stark contrast, Daniel (a pseudonym), a parent not focused on fostering British values in his children, shared his perspective.

“We aim for the opposite of traditional British values. We are trying to distance ourselves from the UK’s educational norms and restrictions,” he said.

Currently, Daniel has engaged one of Adam’s top tutors to assist his three children during their schooling hours. The tutor will accompany the family when they relocate overseas for work next year.

For Daniel and his wife, their focus lies in imparting emotional intelligence and preparing their children for a rapidly changing world shaped by Artificial Intelligence, and they believe this cannot be achieved without external tutoring.

“The current British educational framework is inadequate,” he stated, noting that one London private school, Latymer Upper, has abandoned the conventional GCSE exam system in favor of a custom in-house curriculum emphasizing group projects and experiential learning.

“If GCSEs aren’t universally accepted and are no longer regarded as the gold standard, perhaps we’d gain more from a tutor where we can reap much greater benefits,” Daniel said.

“At present, if I assess the quality of education my children would receive at a private school compared to what these tutors offer, it’s truly alarming—there’s a significant disparity,” he added.

Despite recognizing that hiring a high-end tutor is a privilege available only to a select few, he pointed out that due to recent increases in private school fees, the cost of a tutor has become comparable when divided among three children.

“My children could receive a fraction of a teacher’s attention in a typical school setting, or they could benefit from a third of an exceptional tutor’s expertise—it’s an obvious choice,” he concluded.