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Education Consumer Insights

Branded Scholarships
Brands invest in schooling to boost educational awareness
Trend – As brands become more conscientious of the causes they adhere to, a shift toward more educational endeavors can be observed. Focusing on offering scholarships and educational support, brands in non-traditional spaces like gaming and auto are getting involved to help support those in need of financial aid.

Insight – Beyond building educational awareness, these brands are also showcasing a dedication and commitment to causes that help consumers and their overall growth and development. Their alignment with education-based initiatives comes as young consumers feel more loyalty to brands that cater to the social and political causes that speak to their own lifestyles and needs.
Workshop Question — How can your brand better invest in the development and growth of younger consumers?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Skin Positivity
Skin that was once seen as imperfect is now being celebrated
Implications - Recent movements towards a more inclusive and body positive society have shown a marked shift in mainstream perception of "imperfect" skin. Beauty campaigns and photography that lets one's natural, unadulterated skin shine through signals a shift in attitude toward a more accepting view of self, that aligns with the body-positive and diversity-celebrating movements magnified by social media.
Workshop Question — How can your brand leverage social media trends in its favor?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Antistress Academia
Brands are promoting back to school with nonchalance
Implications - Recognizing the strain of back-to-school-blues, brands are combating feelings of stress through more lighthearted marketing. In the age of social media and constant connection, consumers are more receptive to strategies that ease anxiety caused by intense social situations. Humanization and simplicity will result in consumers enjoying a welcome reprieve from daily stress.
Workshop Question — How can your brand play a role in decreasing social anxiety among consumers? Consider events such as school, dining, shopping or transit.
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Personalized Collegiate
Brands market customizable products to students leaving home
Implications - Many members of Generation Z are entering post-secondary education, introducing a new phase in their lives of more independence and opportunities for self expression. The latter is of special importance to members of the digital generation. For them, digital manifestations of the self are second nature, and so opportunities to physically express oneself in an area as socially driven as a campus are expected and appreciated.
Workshop Question — How are you preparing for the next phase of your consumer's life and their evolving priorities?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Empathetic College
Brands create a sense of social community through age-specific ads
Implications - Focusing on the back-to-school season, brands market their products and services using humor and relatable characteristics that appeal to young people. Brands utilize spokespeople and campaign tactics that mirror the lives of modern students, which builds on the preconceived thoughts that Gen Z or Millennials have about a fun, upbeat college lifestyle. This shift in campaigning stresses that brands can create better consumer relations through humanization.
Workshop Question — What are some less glamorous parts of your customer's day that you could tap into to humanize your brand?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Collegiate Catering
Brands focus their efforts on providing convenient food services for students
Implications - Foodie brands are creating and seeking new methods to reach the Gen Z and Millennial demographics through convenient, affordable and desirable meal options and services. Targeting students with active appetites due to academic stress and social gatherings, new services are carving their place in the lives of college and university students. This shows maximization of the growth cycle of a demographic, and introduces a new opportunity with the difficult-to-reach youth generation.
Workshop Question — How well is your brand tailoring to the unique needs of students? If that were your core target market, how would you adapt your offering to suit this demographic?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pop-Cultural Academia
Students are offered academic courses that revolve around pop culture
Implications - Modernized college courses reflect the importance of pop culture and mass media influences. While 17% of the Gen Z demographic wants to pursue entrepreneurial endeavors without gaining higher education, colleges appeal to their interest in pop culture as a means to encourage college attendance. By combining aspects of entertainment such as celebrities and television, post-secondary schools have a new opportunity to retain interest in traditional educational institutes.
Workshop Question — How can your brand better incorporate pop cultural movements to establish a tribalist community?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Campus
Potential students are recruited with interactive campus tours
Implications - Colleges attempt to recruit more students through high-tech, experiential and interactive campus visits. Incorporating familiar aspects of modern Gen Z and Millennial lifestyles such as virtual reality and sensory immersion, the short attention spans of next-generation students are captivated, making for a memorable first impression. This shift in post-secondary recruitment tactics suggest that educational facilities are focusing on intertwining the importance of education with on-campus college lifestyle.
Workshop Question — In what way can your brand utilize technology to offer experiential demonstrations?
2.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gamifying Education
Next generation students perfer post-secondary courses that gamify learning
Implications - Comparable to e-commerce shopping versus brick and mortar retail; post-secondary educational facilities now seek to provide unique tech-incorporated classes that encourage practical learning instead of online courses. Tech-savvy Gen Z and Millennial demographics are able to better resonate and retain their focus for higher education when the classes cater to their plugged-in lifestyles. This shift in college and university classes showcases the importance of technological evolution in various industries.
Workshop Question — How important is gamification in your workplace? What does your company do to increase productivity?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Humanitarian VR
Cause organizations use virtual reality to inspire empathy in consumers
Implications - As virtual reality technology continues to become more accessible to the average consumer, cause organizations and other stakeholders are taking up the medium as a tool to cultivate empathy around pressing social issues. In providing an immersive window into a faraway crisis, organizations hope to inspire a call to action among those who are too distant to feel real connection to it.
Workshop Question
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends