young, smart and savvy, youth are in nature
this is early adopters
SPARK A CONNECTION WITH INFLUENTIAL TREND-SETTERS
Students are, by nature, early adopters. This trait is amplified during a milestone moment: their first taste of independence. University life creates a unique community environment and allows, or in some cases, forces students to make choices for themselves, often for the first time. They decide what they believe, how they act, and crucially, which brands they choose to engage with and form brand loyalty with.
For the first time, they are outside the routine, control, or preferences of parents or guardians. This freedom opens up opportunities to explore, experiment, and seek out what the wider world offers. In doing so, students begin forming emotional bonds with brands that reflect their values and emerging identity. These decisions often shape who they are throughout their university years and influence their buying habits well into adulthood.
At this point, childhood brand loyalties can shift. Students re-evaluate what fits their new lifestyle and beliefs.
At BAM, we conduct national Freshers Fair exit polls to understand student behaviours and brand interaction. One compelling insight reveals that nearly a quarter of students were unfamiliar with brands such as Domino’s, Greggs, or Virgin Media.
However, more than half of those students said they would purchase from these brands after attending Freshers events. At first glance, that may seem unlikely. But students come from diverse places, countries, and cultural backgrounds. Many arrive without access to specific brands, often due to geographical, social, or cultural restrictions. University life opens that access. And with the correct activation, a brand can make its first and lasting impression.
Also, check out our Instagram Reels to watch recent campaigns come to life or Contact Us to speak directly with the team.
Research Intel
24% of new students are not familiar with many of the world’s biggest brands. After connecting with them at university, half of those confirmed they would go on to buy from those brands in the future.