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Home » Blog » The 3 things students want to see from brands this Back to School
season


THE 3 THINGS STUDENTS WANT TO SEE FROM BRANDS THIS BACK TO SCHOOL SEASON

Published on March 17, 2022

Tap into our student insights to see how college students typically prepare for
the Back to School season and what they want to see from brands this year. 

Exclusivity 

Students are currently in the midst of building up their brand loyalties and
Back to School season is a key purchasing season for young people heading to
college in August. 

Of course, with so much to buy across a number of sectors – like homewares,
fashion and tech, for example – 95% of students are looking for brands that
offer exclusive discounts for students around this time of year to help them
budget their spend and manage their finances. 

Not only will this benefit students, it benefits brands, too. 92% of 16-24s
think that brands who offer student incentives care about students, and 90%
think these brands are relevant to young people. Plus, 98% would consider buying
from the brand again even when it’s no longer on sale – which means you’re
guaranteed to secure brand loyalty that lasts way beyond their college years if
you take the necessary steps now. 

Advice 

For new students, starting college can be a stressful time. They’re leaving the
comfort of the high school bubble, they’re meeting new people, taking on harder
classes, and many students are getting used to a whole new town, state or even
country. 

That’s why the majority of students seek advice before heading to college – not
just from those they know, but from brands, too. In fact, 62% of students want
advice from brands on what to buy for college and a further 52% want brands to
offer them advice on how to shake the nerves and get ready for college. 

Creating fun and easily digestible content for your website and social media
channels highlighting the products students will want or need for college is a
great way to put your brand on their radar. 

For fashion and beauty brands, TikTok videos showcasing different looks for
campus will help boost your engagement. For homeware brands, why not consider
getting involved with Pinterest’s new ‘try on’ feature for interior brands? As
digital natives, Gen Zs will be the first to tap into these ecommerce
initiatives – plus, they’re big fans of using social media platforms, like
Pinterest, for inspiration and purchasing decisions. 



As a multi-sector opportunity, all brands can get involved with Back to School
inspo and advice. To be authentic and really get close to Gen Z consumers, we
recommend using trustworthy influencers who have been through the college
whirlwind themselves and will be best placed to tell your Gen Z followers how
they can best prepare for college. 

Interaction

Students might be digital natives, but that doesn’t mean they don’t enjoy
in-person interaction – especially when on campus. 

Our research reveals that 81% of students want to see brands doing freebies and
giveaways on campus around Back to School season. Not only does this put your
brand directly in the eyes of Gen Z consumers, it also allows for your brand to
get really creative and authentic with your Gen Z strategy. If you do get out on
campus, we recommend streaming the event live on Instagram for the wider Gen Z
community to see. 

Freebies and giveaways are also a good marketing method to implement in the
lead-up to Back to School season when students are making most of their key
college purchases. Try using gamification like a spin the wheel or digital
scratch card to add an element of fun and entertainment to the shopping
experience. 

To win big with Gen Z, you’ve got to know exactly who you’re marketing to. Find
out what makes them tick by tuning into our panel discussion: Ask them anything:
an exclusive session with Gen Z.

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