# Empathetic College Brands create a sense of social community through age-specific ads. By [Ady Floyd](https://www.trendhunter.com/AdyFloyd), Futurist, VP Innovation Strategy | Published Aug 25, 2016 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/empathetic-college ## Key Figures - Trend score: 3.3/10 - Evidence articles: 5 ## What is the Empathetic College trend? **Empathetic College:** 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 17, 2016 to Jan 11, 2017 - Published: Aug 25, 2016 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Empathetic College trend ### Humanizing Brand Campaigns Brands create relatable campaigns that appeal to young people and build better consumer connections through humanization. ### Student-Focused Financial Services Financial services implement creative marketing strategies that focus on students with events, competitions, and social media campaigns. ### Stress-Relieving Student Campaigns Brands use popular stress-relievers, such as coloring books and artistic campaigns, to encourage student engagement and alleviate exam stress. ## What the Empathetic College trend means for industry ### For Marketing and Advertising Marketing and advertising professionals can adopt creative marketing techniques and campaigns to reach younger audiences and build better consumer relationships. ### For Finance and Banking Finance and banking professionals can develop services that cater to students' unique needs such as student loans, financial aid, and incentives for financial responsibility. ### For Education and Technology Education and technology industries can work together to create innovative technologies and tools for students to improve their education experience. ## Workshop question What are some less glamorous parts of your customer's day that you could tap into to humanize your brand? ## Trend signals for Empathetic College Trend score 3.3 out of 10, from popularity 44%, activity 48%, freshness 8%. - Popularity: 44% - Activity: 48% - Freshness: 8% ## Examples of the Empathetic College trend 5 featured examples from Mar 17, 2016 to Jan 11, 2017. - [Student Loan Finance Activations](https://www.trendhunter.com/trends/finance-activation): Future Finance Launched a Publicity Stunt Around London Students (Category: Marketing) Implication: The student loan debt epidemic presents an opportunity for education companies to address the issue and create more affordable options for students. - [Back-to-School Retail Events](https://www.trendhunter.com/trends/retail-events): Macy's is Preparing Students for College with Special In-Store Events (Category: Marketing) Implication: Retailers can innovate by personalizing in-store experiences, offering innovative small space solutions and partnering with DJs, beauty salons, and photobooth companies to attract… - [Stress-Relieving Coloring Campaigns](https://www.trendhunter.com/trends/art-with-edge): The Art with Edge Campaign Helped Students Relieve Exam Stress (Category: Marketing) Implication: The art supplies industry can leverage the adult coloring trend by developing innovative and high-quality coloring products specifically targeting adults. - [Scanning App Commercials](https://www.trendhunter.com/trends/app-commercial): This Commercial Was Created for a Scanning App Targeted at Students (Category: Tech) Implication: The education technology industry can explore the development of user-friendly scanning apps that optimize learning experiences and streamline academic workflows for students. - [Student-Targeted Tech Giveaways](https://www.trendhunter.com/trends/getcollegeready): The #GetCollegeReady Campaign Helped Prepare High School Grads (Category: Marketing) Implication: Disruptive innovation opportunity to utilize technology and social media to reach and engage with younger customers. ## 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)