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A snapshot of Student Life: What brands need to know in 2025/26
Every September, millions of new students arrive on campus – and every year, they bring fresh priorities, pressures, and expectations for the brands they engage with.
To get under the skin of this shifting audience, native partnered with Josephine Hansom, one of the UK’s leading Gen Z researchers, to author the 2025/26 Student Life Report. Drawing on insights from 1,454 students across the UK, it explores not just what students are doing, but why – and what that means for marketers who want to connect with them.
This blog gives you a quick snapshot: four defining behaviours shaping student life right now, and why they matter for brands.
Why this report matters now
Students aren’t just another youth segment. University is the moment when identities take shape, loyalties form, and habits stick – making it one of the most influential life stages for brands.
That’s why the student audience can’t be treated as a single cohort It’s 2.9 million individuals, each navigating their own mix of pressures and opportunities. The Student Life Report digs into the motivations behind their choices and the contexts shaping their daily lives, so marketers can move beyond guesswork and generic campaigns.
The takeaway? If you understand the why behind student decisions, you can show up in the right moments, build trust, and create relationships that last long after graduation.
A snapshot of today’s students
Today’s 2.9 million students are ambitious, socially conscious, and deeply individual. They balance career focus with personal growth, and financial caution with a desire for meaningful experiences.
From our research:
- 84% want to make a positive impact on the world
- 72% are actively exploring who they are as a person
- 49% can instantly spot inauthenticity
- 77% tune out of social ads but remain open to campus experiences
- 47% live in the moment and enjoy life as it comes
For brands, the message is clear: students will back companies that reflect their values and support their goals – but only if those companies show up authentically.
“I will choose to support businesses who are leading in corporate accountability, even if it means a higher price point.” – Ridhi, 22, UEL
The pressures shaping daily life
University life may look carefree from the outside, but most students are juggling significant pressures that influence how they spend and who they trust.
- 88% say the rising cost of living affects them
- 87% struggle with mental health and stress challenges
- 81% are concerned about job prospects after graduation
Yet despite these challenges, students remain open to new brands and experiences – especially when those brands help them navigate pressure points with empathy and utility.
“I can spend 8 to 10 hours in the workshop during hand-in season… I’d like brands to step up and almost be like a crutch.” – Harry, 22, Nottingham Trent
The four behaviours marketers can’t afford to miss
Our research surfaced four defining behaviours that shape how students live, spend, and connect with brands:
- The Becoming Journey – University is a transformation zone; 72% of students are actively exploring identity. Brands need to market not just who students are today, but who they’re becoming.
- The Selective Mindset – Conscious consumption is happening at scale; 49% can instantly spot inauthenticity. Students won’t forgive brands that try to fake it.
- The Stress Discovery Zone – Pressure points are opportunities; 70% discover new brands during stressful moments. Support and utility in these times create lasting memories.
- The Third Space Effect – Campus is a trusted, high dwell environment. 77% say they tune out of social ads but remain open to campus events, making campus experiences high-impact touchpoints.
Together, these behaviours highlight how brands can win: connect with students in their transformation journey, show up in the right moments, create experiences worth remembering, and build genuine proximity on campus.
Students are rewriting the rules of engagement. The 2025/26 Student Life Report reveals how – and what your brand can do about it.
