The stereotypical student that we all think we know, the party-all-night, beans-on-toast, joggers-to-uni student still exists and is alive and well. However, students today are generally a much more astute, conscientious and proactive group.
Their voice will and has been heard. They’re the one that will call you out if you’re wrong but, also share your successes and celebrate with you. With the power they hold, the latter is something we should all be striving for.
With this in mind, I want to dispel some common myths about students or Gen Z, with the hope of persuading you that they’re not only a good demographic to target, but an integral part of your marketing strategy and one that will keep on delivering, way past graduation date.
Students are on a tight budget and they can’t afford my product.
You’re right, most students are on a tight budget. However, as a group, they have more disposable income and spend £21bn annually, a sizable chunk to go after.
They’re also happy to part with their cash for quality, for live experiences and with brands that align with their moral compasses (ethically sourced supply chains, brands that value CSR, don’t dodge taxes etc.)
With a recent survey showing that 72% of Gen Z are willing to spend more money on goods and services produced in a sustainable fashion and 80% of Gen Zs saying they would engage with a brand that could help them make a difference, what needs to shine through is the authenticity of your brand and the worth of your product.
They’re not brand loyal.
They’re not brand loyal… yet! This is in fact the best time to get in front of them. They’re making purchasing decisions for the first time and it’s a key opportunity to show them why they should be brand loyal to you. Do it in the right way and you’ll have an advocate and a customer for life.
We target students, through an online strategy. That’s where they live.
Correct they do. However, with 52% installing ad blockers, a multi-faceted campaign is needed if you want to make any cut through.
Better yet, provide a reason for students to share your story for you, especially considering 7 out of 10 Gen Z’ers are more likely to buy a product based on a friend’s recommendation or a meaningful experience.
With trends like pop up ‘museums’ showing increasing popularity, presenting a sophisticated reason or event to get students to engage with, alongside your online strategy is a sure win.
To summarise, students have certainly evolved and shouldn’t be underestimated. They’re a powerful bunch and as the ABC1 consumers of the future, they’re one to get on side, now.
So, the question should be, what ARE you doing to future proof your brand recognition with students and Gen Z? This is where our expertise can help!