Category
Lifestyle
Assisted Choices
Trend cluster
Category
New
School
School-related campaigns and services adjust in light of the ongoing pandemic.
4.5
Trend score
Trend
What is the New School trend?
New School: Back-to-school campaigning is looking a little different this year, with brands recognizing the impact that COVID-19 will have on students' ability to actually attend school in-person. Campaigns and services related to back-to-school are taking on new forms to accommodate this change.
Insight
The consumer insight behind the New School trend
The COVID-19 pandemic continues its impact on the world, and while restrictions have loosened in North America, people are still facing limitations in what they can and can't do--even in essential services like education. Consumers who understand the ongoing local risks are drawn to brands that are able to adapt their products and services in a way that prioritizes safety.
Trend themes
Themes within the New School trend
Three behaviours holding the trend together01
Adaptive Products and Services for Education Industry
Brands that are able to adapt their products and services in a way that prioritizes safety are attractive to consumers who understand the ongoing local risks.
02
Virtual Productions
The pandemic has caused brands to create advertisements on accessible platforms like Zoom.
03
Virtual Donations
Due to the pandemic, initiatives such as virtual school supply drives to offer students in need access to essentials have become more prevalent.
Industry implications
What the New School trend means for industry
Where the trend changes the playbookFor
Education
Brands in the education industry can adapt their products and services to prioritize safety for students.
For
Marketing
The pandemic has caused brands to use virtual platforms to create advertisements.
For
Non-Profit
Non-profit organizations can organize virtual initiatives to support students in need during this time.
Workshop question
How could your brand better adapt with safety in mind, despite loosened restrictions?
Trend signals
Trend signals for New School
Trend score 4.5 out of 10, from popularity 70%, activity 56%, freshness 9%.
Popularity70%
Activity56%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the New School trend
4 featured examples from Jul 13 to Jul 30, 2020CategoryLife-Stages
Gen Z Back-to-School Campaigns
The American Eagle Back to School Campaign Was Created on Zoom
The American Eagle back-to-school campaign highlights the potential for innovative advertising strategies in the fashion retail industry.
CategoryMarketing
Optimistic Pandemic-Prompted School Campaigns
Target Launched a New Back to School Campaign
Retailers can seize the opportunity to offer a wide range of back-to-school products and services that meet the evolving needs of students.
CategorySocial Good
Virtual School Supply Drives
Stuff the Bus Encourages School Supply Donations for Local Schools
Online donation platforms such as GlobalGiving and Benevity have an opportunity to extend their services to non-profit and educational organizations by facilitating virtual school…
CategoryLife-Stages
In-Game School Tours
Students Can Virtually Visit Co-op Academy Manchester in Minecraft
Developing games, virtual reality experiences, and other technological tools for teaching can offer new learning opportunities for students and disrupt the traditional educational…
