When you’re speaking to a market like this, there’s no homogeny. It’s impossible to boil them down into neat brackets or customer personas. But one of the few unifying factors that can transcend the vast differences between a young person’s history or experience is mindset. It’s not an exact science by any measure, but as an indicator of the sorts of things you should be taking into account during student recruitment, it can be a powerful way to align your messages to real life pain points – many of which change from one Clearing to the next.
Having spent time reviewing our latest findings on what this year’s offer holders are thinking and feeling, there are three standout changes that we should be talking about:
Confidence – it’s coming back.
Across the board and from every angle, student confidence is increasing.
Almost every single offer holder (97%) is now confident of getting a place at uni, with a huge number (89%) having...