What’s good, November?

This time of the year is pretty stressful. Right? You’ve got to plan Christmas parties, buy gifts, reconcile your (untouched for the most part) resolutions list, and cram the rest of your goals for the year into one neat package - and likely circle back in January… 

Now, if you’re an education marketer - it’s all that stress and more.

We see you.
Yes you, in the back. 

Another thing about this time of the year? It has a way of humbling people. Reminding them of their age. Well, for me anyway. (And most other over-anxious, late-diagnosed-adhd millennials).

You might not see it yet, but this brings me to my point.

A few (leave it, I am being generous here) years ago, Millennials had the opportunity to stake their claim in the world. To prove that we were more than just some emo kid who loved avocado toast. We were now a closeted emo kid who loved avocado toast, but began contributing to society like our parents told us to. We also learned that we had more in common with Boomers than we thought. Why? Well, because… for a hot second, we felt a wee bit threatened by the emerging Gen Zers, who quickly came for our flaws, and did their best to remind us of our age. 

Now though, those Gen Zers make up most of our education marketing audience. We’ve had to become one with their ways. To see them for more than the kid we were paid a quick buck to babysit.

Now - we market to them. 

‍If you ask me, generational marketing is probably one of the most intriguing forms of marketing there is. 

Is it hard? Yes.
Is it ever-evolving? Also yes.

But it’s not impossible - if you know who you’re talking to. 

Back to business - here’s everything you need to know to market to Gen Z in 2025! 

🗞️ News: How university markets are adapting to a year of change 

✉️ Spotlight: 4 Things Gen Z students want you to know

📚 Quick read: The Gen Z decision-making process 

🌍 Resource: 3 Gen Z personas - link to Gen Z insights video 

🧘Bonus: Get ahead of your competitors, plan your 2025 Clearing Campaign early

Feeling like student enrollments just aren’t hitting the mark? 

You're not alone, and we're here to make sure you're not stuck. Let's rethink your strategy together—without the overwhelm. Book a free consultation with us, and we’ll bring fresh insights and data to help you navigate 2025 with confidence. Ready for a smarter approach?

<a href="jayde@pink-orange.co.uk?subject="I'm here to book my free brainstorm" class="finsweet-edvertise-cta" target=“_blank”>Sure, let's chat</a>

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How university markets are adapting to a year of change

UK universities are in a period of transformation, as the global education landscape evolves. Around one in three universities is facing financial challenges, but this presents an opportunity to rethink and adapt to new realities. The key change? A dip in international student enrollments, driven by policy shifts like the dependant's ban, has reduced applications from key markets such as Nigeria.

Here’s what’s happening:

• The reduction in international enrollments, combined with inflation and capped domestic tuition fees, is pushing universities to explore innovative ways to ensure financial stability.
• While some institutions are restructuring by adjusting staff numbers or consolidating courses, others are finding creative ways to attract diverse student populations and develop new income streams.
• Though the landscape is shifting, there’s still a strong reliance on international students, who bring valuable diversity and financial resources. As universities adapt, there’s a growing emphasis on improving the student experience and expanding global partnerships to maintain their competitiveness. 

“Through the challenges that we're walking through, this kind of fire before us, I think we see a lot of really unique opportunities.”
Larissa Bezo, President & CEO
Canadian Bureau for International Education (CBIE)

<a href="https://monitor.icef.com/2024/09/the-view-from-here-how-the-big-four-study-destinations-are-adapting-in-a-year-of-change/" class="finsweet-edvertise-cta" target=“_blank”>Read the article</a>

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This is what Gen Z wants your marketing team to know

If you're wondering how to grab their attention for 2025, you’re in good company. With shorter attention spans and a keen sense for authenticity, Gen Z students don’t just want the typical university experience; they want real value, purpose, and—let’s be honest—a bit of fun along the way. 

What do they (really) think about university?

• 62% of Gen Z worry about affording higher education expenses
• 69% of Gen Z students believe the university admission process has become 

too competitive

• 18% of Gen Z students are more likely to drop out of school than Millennials
• 72% of Gen Z students consider college debt as the main reason for enrolling in professional certification programs instead 

What do they actually want?

What do they base their decision on? 

• Institutional ranking: 38% 
• Visa application support: 44% 
• Visa processing times: 37% 
• Cost of tuition: 67% 
• Work/immigration opportunity: 52% 

How long do they really research before applying?

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How Gen Z chooses a university

When it comes to deciding where to study, Gen Z international students aren’t just looking for the flashiest campus or the highest ranking. They want experiences that align with their values, education that prepares them for an unpredictable world, and a community where they truly belong. From prioritizing career opportunities to eyeing up your sustainability initiatives, their decision-making process is a lot more complicated than they’re given credit for. 

The biggest barrier to their application 

They consider safety too

A little safety net goes a long way - here’s how many schools they apply to

Read more about the Gen Z decision-making journey in our blog.

<a href="https://pink-orange.webflow.io/blog/3-critical-stages-in-the-student-journey-gen-z-edition" class="finsweet-edvertise-cta" target=“_blank”>Read it</a>

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Targeted marketing at its finest

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Name: Liezel 
Location: South Africa 
Goals: She dreams of pursuing a degree in engineering, with a focus on renewable energy solutions to address electricity shortage challenges in Africa. 
Fears: She fears being isolated in a foreign country or not having access to sufficient financial aid. The thought of navigating visa issues or facing discrimination abroad also weighs heavily on her mind.
Challenges: Coming from a middle-income background,  her biggest challenge is securing adequate scholarships or financial aid to study abroad.
Hero messaging: Empower your future with a global education that addresses the challenges of today and the possibilities of tomorrow.

Name: Anil
Location: Nepal
Goals: Anil is passionate about computer science and dreams of studying artificial intelligence to contribute to the tech revolution in Nepal.
Fears: Anil fears the unpredictability of adjusting to a new culture and environment, and worries about whether he will find a sense of belonging and employment post-graduation.
Challenges: Despite having excellent academic credentials, he struggles with securing the right funding and navigating the complex process of applying for student visas.
Hero messaging: Unlock your potential with a scholarship-driven, tech-forward education designed for global impact.

Name: Sofia
Location: Italy
Goals: Sofia is looking for an institution where she can study international relations and politics, with the goal of working for an NGO or a global diplomatic organization.
Fears: Sofia’s biggest fear is choosing a university that doesn’t live up to its promises. She worries about being in a competitive environment where personal connections and networking opportunities are limited.
Challenges: She finds it challenging to determine which universities offer the best balance of academic rigor and extracurricular engagement.
Hero messaging: Shape the future of global relations while building a diverse network of change-makers.

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Kickstart your 2025 Clearing Campaign with us

With clearing becoming increasingly competitive, the 2025 season will see an even greater emphasis on quick decision-making and strategic enrollment efforts. According to recent reports, top UK universities, including Russell Group members, are facing higher numbers of unfilled undergraduate places. For the 2024 entry cycle, nearly 3,900 vacancies were advertised by Russell Group universities, significantly up from the previous year.

This trend highlights a shift, with clearing offering a crucial lifeline for students seeking flexibility in course selection and for universities to fill their seats. With 23,000 vacancies across the UK's largest institutions, 2025 is expected to follow a similar trajectory, making it essential to have a robust clearing campaign in place.

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1. Data-driven strategy development
2. Custom market and competitor research and analysis 
3. Creative and content development
4. Campaign setup, monitoring, and optimization
5. Campaign performance analysis 

If being one step ahead of your competitors sounds appealing, why not start planning your 2025 Clearing Campaign today?

<a href="hello@pink-orange.co.uk?subject=2025 Clearing Campaign strategy" class="finsweet-edvertise-cta" target=“_blank”>Let's talk clearing</a>

Aaaand that’s a wrap! 

Let us know how we did by leaving us a message on

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Until next time, 

Your friends in marketing

Jayde & Ridhima