The UK’s 2.3 million students, are an audience that contribute £80 billion to the economy every year and represents the affluent, educated consumers of the future.
A total of 561,420 people have applied to start a course in 2019. That’s almost 2,500 more than at the same time last year, and the first increase in three years.
What we found this year was a growing confidence in our student population coupled with a strong sense of responsibility- both to themselves and their futures, but also to the wider society they live in.
They are looking to their peers for influence. Whether they know them personally or not, social media stars like Willow Smith- talented, political and smart- are #goals. They also appreciate brands that act responsibly, ethically and serve a higher purpose. Glossier’s non-traditional approach to models and Fenty Beauty’s inclusive ethos are more attractive to them than the Nikes and Googles that Millennials before them loved so much.