We all have a story about the key decisions that shaped our future. Whether that was choosing to go to university or opting for a different path – those moments were emotional, and they stay with us.
The journey to university continues to be just as transformative for Gen Z as it was for previous generations. Often the first major life event, it’s marked by significant considerations and decisions, all fuelled with emotion. It’s a time of change and discovery as young people step into a new phase of independence.
When you look at other major life events, such as buying a home or starting a family, these all happen at different times for different people - and sometimes not at all.
But when going to university, an entire cohort experience exactly the same thing at the same time - all interacting with a single service in order to do so – UCAS.
But why should this matter to brands?
Research shows that students are 75% more likely to try new brands during major life events like starting university. And in our student lifestyle report we found that one in four students discovered new brands as they started their university journey—a significant jump of 56% from 2022’s report.
There is a huge opportunity for brands here, and it relies on early visibility, authenticity and trust.
This demographic is navigating a series of firsts: it is their first time living independently, managing their own finances, and making significant purchasing decisions on their own. They are starting to form new brand relationships based on their own needs, preferences and experiences.
But it’s not about capitalising on a more vulnerable and impressionable audience. Whilst they continue to show just how resilient and adaptable they are, we need to appreciate what they’ve experienced at such a young age - a global pandemic, a cost-of-living crisis and now a major, personal life event.
Now more than ever, they need support and value from brands to help them thrive as they transition into becoming independent young adults. They’ll favour brand authenticity and meaningful interactions, remembering positive experiences during these highly emotional moments.
With over 1.5million verified new users every year, UCAS plays a unique role in supporting Gen Z to make decisions about their next steps. Our unique media ecosystem, built around the various touchpoints in the university application journey, enables brands to connect with students in a way that feels supportive and relevant, rather than intrusive.
Our trusted status delivers high engagement rates and our insight into how this audience thinks and feels means we can help brands connect with the next generation of consumer using multiple channels, in the right way and at the right time.
And by being there in all the important moments, you will start to build the foundations for brand loyalty for years to come.