Earlier this year, Synovate released the results of a recent study by Project Edge, an ongoing contextual trends monitor managed by the UK's youth research division. The research took a look at a fast growing segment of the UK population: students — specifically, Britain's 2,175,115 undergraduates. The methodology involved travelling to universities and colleges across the country, speaking to students, the people responsible for them, and those who deal with them every day. The study revealed fundamental shifts in the nature of student life and the role of students in society. So who exactly are these modern students? What drives them? What do they aspire to? And, as marketers, how can we reach them? 1994 - student life Just ten years ago university students in the UK were considered an elite bunch. Pursuit of knowledge was an ideal. Students were a small left-leaning minority with a strong identity who were actually being paid to be educated. Back then, poverty was a rite of passage, a badge of honour for students, who were often defined by their political activism. In society they were respected and admired. Campus life meant a time for experimentation away from parents and home. Gap years were spent with long hedonistic holidays. University ended with good job prospects, even for those with poor exam results. 2004 - student lifestyle Ten years later we discover that 43% of 18 to 30 year-olds are undergoing higher education. But today this education is valued mostly for its ability to raise personal income levels. This is important because a high proportion of students are heavily in debt. And these students are the most influential on campus. Nearly 90% of students receive at least some parental financial support. The modern student has no time for politics, and those who do, for example anyone running for a student union position, are cynically seen as looking after number one. Many students today work during their spare time and holidays - a job provides a source of income and looks good on a CV. A good CV is prized because the growing number of degree holders means a qualification is less of an asset. The study went on to identify four broad groups of students: The Comfortable Coaster — Around 15% of the student sector enjoys a life of luxury and ease. They live in premium accommodation, perhaps owned by their parents. They don't take any part time work, have a relaxed attitude to their studies and can be found in up-market bars and restaurants. The Glamour Debtor — About 30% of students fall under this category. They live well but owe lots of money. They are comfortable with debt and see it as preferable to frugality. They are influential on campus because they know where to see and be seen, and what to be seen wearing. The Newdent — A fast growing 25% of students live with their parents, and are very reluctant to get into debt. Members of this group commonly work evenings and weekends, and don't really feel part of the campus community. They don't act or think like traditional students, and their lifestyle habits are identical to workers of the same age. The Studious Stresser — Another 30% of students come from middle income families and take their studies very seriously. This group accept debt as the inevitable cost of a degree, but they don't like it. They go out rarely, but when they do they splash out. More students, fewer jobs Every year 300,000 students compete for 80,000 graduate level jobs. One result of this is that students are developing a career mentality at a younger age. Students are having less fun. Lessons for marketers Marketing to students has been largely one-dimensional. The rather tired 10% student discount still works - everyone likes to save money. But some marketers are going further. Red Bull, for example, gave away a car, and distributed cans of their energy drink in university libraries during exam periods. Students expect an aspirational lifestyle. It seems that it might pay to develop offers that enable them to live the good life, especially centred on the home. Brands who pamper students will score points. Those who offer career advice may also get attention. Rethink existing strategies Traditionally, brands have employed students to lead their on-campus marketing efforts. Many students questioned this peer-to-peer marketing, finding it intrusive and a hassle. Timing is another important issue. Marketers tend to focus on intake times, which naturally means clutter is highest, and students' attention is lowest as they get to grips with university life. Student purchasing power is strongest during the summer term, and money saving offers will be most appreciated during the early months of the year. At the end of the day, the marketers who reap the rewards will be those who make students feel special and who tailor innovative campaigns to the habits, routines and nuances of their lives, without resorting to tired clichés. Thank you for reading Synovate In:fact. This issue of In:fact was based on a recent wave of Project Edge, an ongoing contextual trends monitor managed by the UK's youth research division. The methodology involved travelling to universities and colleges across the country, speaking to students, the people responsible for them, and those who deal with them every day. If you'd like more information about this study, please email infact@synovate.com. Click here to send a copy of this survey to a friend. If you'd prefer not to receive further issues, click here to unsubscribe from our mailing list. Click here if you're not a subscriber and wish to subscribe to future issues. 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