Students are often defined in narrow inaccurate terms as an homogeneous group. The reality is that they are varied and changeable – and that includes age.
Today’s students are students of life and they are way ahead of previous generations. They are more self-conscious than ever – or rather ‘selfie-aware’. No longer the mischief makers of old not giving a damn what people think of them, these days most feel everything they do is being scrutinised and that they are constantly being watched, due to a mix of media pressure and the always-on social media world we all now live in. Whatever mischief you make, even behind closed doors, can find its way online in seconds. This means students are a lot better behaved than they once were and are far more concerned about their ongoing social image.
This also means that before students will let brands in, they have to win over their trust and natural scepticism. Gone are the happy-go-lucky naive students of the past. What’s more, with many leaving uni with serious debt, they are struggling more than ever to make ends meet and so are also looking for real value.