It’s that time, education marketer!

‘Tis the time to forget the slow life,
Come August, when admissions teeter on the edge.
No more crafting messages or cherry-picking platforms,
Even the boldest now bow at the data wedge.

From Kenya’s climb to Nepal’s surprise,
To India’s bounce-back and policy whys,
Postgrad dreams, ROI schemes,
It’s time for social proof and TikTok themes.

Is AI the answer? Is reach enough?
Or are we just guessing in metrics and fluff?
From student intent to ROI’s might,
The answers are clearer in Orange, Pink, and White.

So cheers to the souls who brave the market's tide,
Who seek not to scatter, but wisely to guide.
The students now choose with both heart and with will,
So read on, dear reader, and sharpen thy skill! 

We hope you liked that little poem, a mirror to the chaos that every education marketer knows too well this time of year. 

This edition in particular dives into what’s really shaping the season, from how GenAI is redefining critical thinking, to why Asia is splintering into faster, smaller, hungrier markets. Plus, the smart moves for your media budget, the platforms Gen Z actually uses, and the one report your whole team should be reading before September hits.

Here’s what you can expect:

 ✉️ News: Is AI killing critical thinking? Here’s what educators need to know. 

🔍 Spotlight: Asia, the market that’s growing and fragmenting

📜 Quick Read: How to boost international student recruitment without overextending your budget

 📊 Resource: The Global Student Market Report

Let’s get into it.

Is AI killing critical thinking? Here’s what educators need to know.

Microsoft’s recent study, The Impact of Generative AI on Critical Thinking, claims that knowledge workers who use AI report a noticeable drop in critical thinking, raising red flags about cognitive laziness and over-reliance on tools like ChatGPT. Predictably, critics rushed to frame the study as confirmation that AI and deep thinking are incompatible.

In this critical substack essay by Dr. Jeanne Beatrix Law, she challenges that very interpretation.

Dr. Law argues that AI isn’t eroding critical thinking, but it might be redirecting it. The key, she says, lies not in banning AI from classrooms, but in teaching students how to use it intentionally. Her framework, the Rhetorical Prompting Model (RPM), trains learners to interact with AI as reflective writers instead of passive consumers.

Based on preliminary data from over 100 adult learners in writing courses, Law found that when students use structured prompting:

• They become more aware of their choices as they write.
• They maintain control over their voice.
• And critically. They engage more deeply, not less.

For education marketers, this is more than an academic debate. It’s a lens on how learners are evolving. As AI tools become embedded in how students research, write, and reflect, marketing messages need to catch up. “Critical thinking” isn’t dead, but its mechanics are changing, and our industry needs to keep up. 

Read Dr. Law’s full piece to understand what that evolution looks like in practice and why your messaging might need to shift from fear to fluency.

<a href="https://nickpotkalitsky.substack.com/p/does-ai-kill-critical-thinking-maybe" class="finsweet-edvertise-cta" target=“_blank”>📖 Read the full article </a>

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Asia Market Spotlight: The market that’s growing and fragmenting

The numbers don’t lie: Asia is where the action is in 2025. But one-size-fits-all strategies? Not a chance.

And that’s just the top layer.

👩‍🎓 India remains the #1 sender of students to the UK (126,535 currently enrolled), with postgrad business and computing back on the upswing.
🧠 In Thailand, over 70% of outbound students choose STEM or business-linked programs.
📅 In South Asia, 45.1% of students start researching less than 6 months before applying.
📱 Instagram leads platform use across Asia, but LinkedIn is surging for PG applicants, especially in tech and business.

What’s changing?

• Career outcomes now rival prestige in importance.
• Cost is a blocker but not a dealbreaker if ROI is clear.
• Students are applying to more unis, making decisions faster, and demanding better communication.
  

💡 Want full regional personas, subject demand breakdowns, and platform-specific funnel tactics?
The 2025 International Student Recruitment Report has it all.

<a href="https://www.pink-orange.co.uk/2025-international-student-recruitment-insights" class="finsweet-edvertise-cta" target=“_blank”>Download the report</a>

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Stretching your recruitment budget without stretching yourself thin

💡 Smart strategies for doing more with less (and without losing your mind)

Budgets are tighter. Expectations are higher. And “just run more ads” isn’t a strategy. If you’re looking to increase international student recruitment without burning through time, team capacity, or media spend, this one’s for you.

In this blog, we break down five actionable tactics to help you build a sharper, more resilient recruitment strategy. Inside, you’ll find:

 ✅ Why you should tailor campaigns by region and culture (and why that beats blasting generic ads)
✅ Why your SEO game matters more than you think
✅ How to use data to spot opportunity—before your competitors do
✅ Where virtual events still win and how to make them engaging
✅ What makes student ambassadors and agent partnerships work (with fresh stats)

If you’re looking to generate real results without overextending your team or budget, this is your playbook. 

<a href="https://www.pink-orange.co.uk/blog/heres-how-to-boost-international-student-recruitment-without-overextending-your-budget" class="finsweet-edvertise-cta" target=“_blank”>Read the blog</a>

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2025 Global Student Market Report (Now Live)

Built from over 100+ data sources, field interviews, and market analyses, this report is your go-to blueprint for global student recruitment strategy.

<a href="https://www.pink-orange.co.uk/2025-international-student-recruitment-insights" class="finsweet-edvertise-cta" target=“_blank”>Download the full deck here</a>

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Until next time, 

Your friends in education marketing

Jayde & Ridhima