Aspirational

Reaching 'studenthood' is an aspiration for many young people; 72% of 11-16-year-olds think they are likely to go on to higher education (Sutton Trust 2008); only around 43% actually do.

Inspirational

If you've been a student, think back to when else in your life you felt as great a sense of intellectual advancement and independence. Students inspire.

Transformative

Many (especially young) students develop brand loyalties and build new networks of friends during this time. Very often, students leave university with a heightened sense of curiosity, empowerment, enhanced social capital and a drive to change things.

Very different

Students are unlike their non-student peers in many ways. They're more mobile, more active and more sociable. They're tied to weekly deadlines and the academic calendar, they're intellectually curious and they're serious investors in their own 'social capital' and future careers. Students have a very different life in store compared to their non-student peers, and they know it.