Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Scholarships
Brands invest in schooling to boost educational awareness.
1.5
Trend score
Trend
What is the Branded Scholarships trend?
Branded Scholarships: 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
The consumer insight behind the Branded Scholarships trend
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.
Trend themes
Themes within the Branded Scholarships trend
Three behaviours holding the trend together01
Branded Scholarships
Brands invest in education to boost awareness of social and political causes.
02
Full-Fee Scholarships
Companies are offering full-fee scholarships for students to support innovation.
03
Charitable Ads
Advertising strategies highlight charitable scholarships over traditional celebrity endorsement.
Industry implications
What the Branded Scholarships trend means for industry
Where the trend changes the playbookFor
Education
The education industry can benefit from the financial support offered by brands and companies through scholarships.
For
Automotive
Brands in non-traditional spaces like the automotive industry are investing in education-based initiatives.
For
Video Games
Developers are using their expertise to help improve education and mental health, which has inspired video game-inspired scholarships.
Workshop question
How can your brand better invest in the development and growth of younger consumers?
Trend signals
Trend signals for Branded Scholarships
Trend score 1.5 out of 10, from popularity 24%, activity 12%, freshness 8%.
Popularity24%
Activity12%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Branded Scholarships trend
4 featured examples from Jul 17, 2018 to Jan 23, 2019CategoryMarketing
Company-Launched Full-Fee Scholarships
Pokémon is Set to Give Students Art and Design Scholarships
Disruptive Innovation Opportunity: Educational institutions can partner with companies to secure funding for scholarships and support students in pursuing their studies.
CategorySocial Good
Scholarship Back-to-School Promotions
Staples Offers Support to Students with a Raffle Opportunity
Disruptive innovation opportunity: Integrate technology and personalized experiences to enhance the back-to-school shopping experience in retail stores.
CategoryAutos
Charitable Big Game Ads
Kia is Using Its Super Bowl Ad to Promote the Great Unknowns Scholarship
Kia's promotion of The Great Unknowns Scholarship presents an opportunity for other automotive companies to showcase their social impact initiatives.
CategorySocial Good
Video Game-Inspired Scholarships
Senua's Scholarship Grows Education Alongside Mental Health
Disruptive innovation opportunity: Integrate mental health education and support into traditional educational institutions, providing comprehensive care for students.
