Over recent years, times have changed and with these changes come new demands from students that your brand must meet in order to stay relevant.
Unlike older generations, students have expectations of brands and are reluctant to give brand loyalty to house hold names without a good reason to. Whilst this may be beneficial for smaller local brands who fear alienation due to their size and lack of brand awareness, this means harder work for bigger more well-known brands who usually gain customers just because it’s the ‘done thing’.
So, what do students really want from your brand?
Have A Cause
Contrary to popular belief, students are actively interested in politics and what is happening around the world. From Brexit to equal rights, students love to weigh in on these hot topics and have their voice heard. Millennials are, after all, the voice of generations to come and having seen how previous generations have shaped today’s society – and want to do better. Students are looking ahead and are taking accountability for their impact on society and the environment, becoming self-made leaders with change at the forefront of their minds.
Find common ground with students by supporting a cause and have it at the heart of your values and marketing. Whether the cause is great or small, students will appreciate you using your platform for a good cause and spreading positivity.
Say It Like It Is
Transparency is key with millennials, they hate being lied to and being faced with blurred lines. Students appreciate straight talking brands for not only being open enough to express their honest opinions but saying it like it is so they can form their own opinions on whether they resonate with your brand or not, rather than a brand pretending to be something they are not to please the masses.
Hidden messages don’t sit well with this age group and they expect more. Whilst students will still gravitate to brands that have student discount schemes, the brand with the most open and honest language will win their custom.
Hear Us Out
Students have a voice, and they want you to listen. Many brands have a lot to say about how they help the student community and are supporting the next generation of hard workers, but more than anything else students just want to be heard.
You may think that you are clued up on what students want, but who better to ask than students themselves? Students move with the times more than any other group of people; their mentalities and priorities are constantly changing so why not let them tell you what they want and would improve about your brand.