The Values Generation

Something has shifted. 

Walk through any campus or speak to a room of prospective students, and it quickly becomes clear – this generation isn’t choosing their university experience based on glossy prospectuses or prestige alone. They’re looking for something deeper. Something more aligned with their worldview.

Call it the new student zeitgeist: shaped by pandemic disruption, fuelled by digital immersion and sharpened by a clear-eyed awareness of the state of the world – from climate breakdown to economic instability, to war, division and inequality.

Today’s students are making choices through a different lens. They want to be part of something that stands for more than academic output. They’re asking: What does this institution believe in? What does it contribute to society? Will I feel proud to belong here?

This is a generation that wants to take action. They value integrity, inclusion and sustainability. They’re wary of superficiality – and expect brands (including universities) to show up with purpose, not polish.

So, what does that mean for universities?

It means that institutional brand, purpose, and values are now more important than ever. Universities need to go beyond marketing campaigns – they need to articulate a clear sense of who they are and what they stand for. Not just for student recruitment, but to inspire loyalty, belonging, and advocacy throughout the student lifecycle and beyond. Because students no longer just want a degree. They want to belong to something that reflects their values and helps them make a difference in the world