Breakfast waffle… Major brands can learn a lesson from students
Each week’s Liverpool Daily Post publishes a column penned by none other than our own managing director Ben Hatton, in which he offers insights on a range of hot digital topics.
Covering everything from social media and email marketing to mobile strategy and branding, Ben tackles the latest trends, industry news and talking points affecting online marketers and brands.
If you miss out on the column when it’s published on a Thursday, fear not. Every Friday, we’ll be publishing it right here on the Rippleffect blog. Check out Ben’s latest breakfast waffle below…
Major brands can learn a lesson from students
“Time was when students were seen as the leading edge of youth culture, preferring quirky alternative options to more mainstream or corporate brands.
Times change, and the majority of students now bear the burden of hefty loans, and increasingly they look for value.
So now the majority of UK students position themselves in mainstream culture, according to research by The Beans Group, which specialises in marketing to the student sector.
In their inaugural Youth 100 list, YouTube is the most popular brand, followed by Wikipedia, Cadbury, Google and the BBC.
The company spoke to more than 1,000 students aged 18 to 24 who then rated a shortlist of 220 brands based on their feelings towards them, to provide the eventual list of the 100 most popular.
The top 100 is predominantly made up of common household names, with popularity split across a wide range of categories including food, retailers, leisure and technology.
The research also shows that young people have moved on from dated stereotypes that some brands have employed in their marketing strategies.
So, for instance, that’s bad news for Pot Noodle, as students actually prefer Innocent smoothies and healthier food.
Similarly, STA Travel, traditionally associated with offering youngsters cheap holidays, is less popular with students than National Rail – which fits with their actual lifestyle, rather than out-dated perceptions.
The lesson is clear – the rising generation is a mainstream one – bright, motivated and keen on value. Brands must freshen up their marketing strategies to reflect that profile.”
Ben’s next column will be published here on Friday 16 November.