# Branded Scholarships Brands invest in schooling to boost educational awareness. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jan 31, 2019 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-scholarships ## Key Figures - Trend score: 1.5/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 17, 2018 to Jan 23, 2019 - Published: Jan 31, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Branded Scholarships trend ### Branded Scholarships Brands invest in education to boost awareness of social and political causes. ### Full-Fee Scholarships Companies are offering full-fee scholarships for students to support innovation. ### Charitable Ads Advertising strategies highlight charitable scholarships over traditional celebrity endorsement. ## What the Branded Scholarships trend means for industry ### For 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 for Branded Scholarships Trend score 1.5 out of 10, from popularity 24%, activity 12%, freshness 8%. - Popularity: 24% - Activity: 12% - Freshness: 8% ## Examples of the Branded Scholarships trend 4 featured examples from Jul 17, 2018 to Jan 23, 2019. - [Company-Launched Full-Fee Scholarships](https://www.trendhunter.com/trends/art-and-design-scholarship): Pokémon is Set to Give Students Art and Design Scholarships (Category: Marketing) Implication: Disruptive Innovation Opportunity: Educational institutions can partner with companies to secure funding for scholarships and support students in pursuing their studies. - [Scholarship Back-to-School Promotions](https://www.trendhunter.com/trends/backtoschool-promotion): Staples Offers Support to Students with a Raffle Opportunity (Category: Social Good) Implication: Disruptive innovation opportunity: Integrate technology and personalized experiences to enhance the back-to-school shopping experience in retail stores. - [Charitable Big Game Ads](https://www.trendhunter.com/trends/the-great-unknowns-scholarship): Kia is Using Its Super Bowl Ad to Promote the Great Unknowns Scholarship (Category: Autos) Implication: Kia's promotion of The Great Unknowns Scholarship presents an opportunity for other automotive companies to showcase their social impact initiatives. - [Video Game-Inspired Scholarships](https://www.trendhunter.com/trends/senuas-scholarship): Senua's Scholarship Grows Education Alongside Mental Health (Category: Social Good) Implication: Disruptive innovation opportunity: Integrate mental health education and support into traditional educational institutions, providing comprehensive care for students. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Social Good - [Athlete-Partnership Charity Pizzas](https://www.trendhunter.com/trends/nick-bosa) - [Pet Rescue Food Donations](https://www.trendhunter.com/trends/badlands-ranch) - [Life Jacket Technology Advancements](https://www.trendhunter.com/trends/life-jacket-technology) All articles: [Social Good](https://www.trendhunter.com/socialgood)