# New School School-related campaigns and services adjust in light of the ongoing pandemic. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 29, 2020 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/new-school ## Key Figures - Trend score: 4.5/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 13 to Jul 30, 2020 - Published: Jul 29, 2020 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the New School trend ### 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. ### Virtual Productions The pandemic has caused brands to create advertisements on accessible platforms like Zoom. ### 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. ## What the New School trend means for industry ### For 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 for New School Trend score 4.5 out of 10, from popularity 70%, activity 56%, freshness 9%. - Popularity: 70% - Activity: 56% - Freshness: 9% ## Examples of the New School trend 4 featured examples from Jul 13 to Jul 30, 2020. - [Gen Z Back-to-School Campaigns](https://www.trendhunter.com/trends/american-eagle-back-to-school): The American Eagle Back to School Campaign Was Created on Zoom (Category: Life-Stages) Implication: The American Eagle back-to-school campaign highlights the potential for innovative advertising strategies in the fashion retail industry. - [Optimistic Pandemic-Prompted School Campaigns](https://www.trendhunter.com/trends/new-back-to-school-campaign): Target Launched a New Back to School Campaign (Category: Marketing) Implication: Retailers can seize the opportunity to offer a wide range of back-to-school products and services that meet the evolving needs of students. - [Virtual School Supply Drives](https://www.trendhunter.com/trends/stuff-the-bus): Stuff the Bus Encourages School Supply Donations for Local Schools (Category: Social Good) Implication: 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… - [In-Game School Tours](https://www.trendhunter.com/trends/school-tour): Students Can Virtually Visit Co-op Academy Manchester in Minecraft (Category: Life-Stages) Implication: Developing games, virtual reality experiences, and other technological tools for teaching can offer new learning opportunities for students and disrupt the traditional educational… ## 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)