Every autumn brings a new intake of students – but this year’s cohort feels quite different. Based on a nationally representative survey of 1,454 UK students conducted in summer 2025, the Student Life Report 2025/26 by native explores who these students are, what shapes their choices, and how brands can meet them in moments of pressure and purpose.
The findings reveal a generation defined by complexity – ambitious yet cautious, idealistic yet pragmatic. For universities and youth-focused brands, it provides an essential roadmap to understanding how young audiences think, spend and connect.
Balancing ambition and authenticity
Today’s students are pragmatic idealists. They’re ambitious and career-focused (69%) yet equally driven by a desire to make a positive impact (84%). Financial security (88%) and mental health (89%) sit alongside authenticity (84%) and personal growth (76%) as their top values
It’s a generation that wants balance – success with purpose, and stability without compromise. As also shown in RSM UK’s October 2025 survey, one in three Gen Z consumers would save or invest a £1,000 windfall rather than spend it. Caution and optimism now coexist, shaping how students approach money, work and lifestyle choices.
The four behaviours defining the modern student
Native’s research identifies four defining behaviours that reveal how students live and connect – and how brands can remain relevant as their priorities shift.
1. The Becoming Journey
University is no longer a pause before adulthood; it’s an identity workshop. With 72% of students actively exploring who they are, this life stage is about experimentation and forward motion.
The Deloitte 2025 Gen Z & Millennial Survey echoes this, showing that purpose and self-definition are central to satisfaction and well-being.
Campaigns that acknowledge this process – helping students develop skills, independence, and confidence – resonate more deeply than those that focus purely on transactions or short-term wins.
2. The Selective Mindset
Students are not resistant to brands; they’re discerning. Nearly half say they can spot inauthenticity instantly, while 83% prioritise practical help over glossy marketing.
Authenticity now lives in action, not messaging. Real examples, transparent practices, and credible representation matter more than ever. Even small inconsistencies between what a brand says and does are quickly noticed – and remembered.
3. The Stress Discovery Zone
Seventy per cent of students say they discover new brands during stressful moments – from deadlines and financial strain to mental-health challenges. Yet much of the sector still focuses activity on celebration periods like Freshers’ Week.
The Guardian’s October 2025 article highlighting rising mental-health stigma in England adds context: empathy and real-world support have become essential to building trust. Campaigns that acknowledge these realities – and offer practical help – earn stronger emotional engagement.
4. The Third Space Effect
Despite living online, students are filtering out digital clutter. Three-quarters say they skip social ads, yet 77% find in-person experiences more memorable.
Campaign Live’s Student Life 25/26: The Gen Z Insights You Need supports this trend, noting that real-world connection is driving engagement again.
Campus remains the most trusted environment for meaningful encounters. When physical experiences are reinforced digitally, they create continuity, community, and credibility – turning moments into momentum.
What students expect from brands
The data is consistent: students want understanding, not assumption.
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73% prefer brands that recognise their struggles.
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83% want practical solutions, not just products.
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85% value a genuine understanding of student life.
They’re not asking brands to fix problems – just to be present and authentic. Actions that show empathy, whether through campus partnerships, wellbeing initiatives or affordability measures, carry far more weight than slogans.
From awareness to advocacy
The report demonstrates the lasting power of physical presence. After in-person interactions, students are:
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73% more likely to trust a brand,
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75% more likely to try its products, and
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69% more likely to recommend it to friends
Campus engagement continues to outperform digital in memorability and trust, but its real strength lies in how it amplifies other channels. Experiences shared on campus naturally spill into peer networks and online spaces, creating authentic advocacy that can’t be manufactured.
Turning Insight into Action
Four strategic marketing pillars that provide a clear framework for the year ahead are outlined:
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Lifestage marketing – Speak to who students are becoming, not just who they are now.
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Experiential marketing – Prove authenticity through value and interaction.
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Contextual marketing – Show up during pressure points as well as celebrations.
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Proximity marketing – Anchor campaigns in campus life, then amplify thedigitally.
These approaches align directly with student behaviours – offering a route to connection that feels both human and effective.
Final Thoughts
The modern student audience is defined less by age and more by attitude: ambitious, selective, and constantly evolving. For brands and universities alike, success depends on recognising that student marketing is no longer about discounts or digital reach alone.
The real opportunity lies in empathy, timing, and presence – understanding that these years are about becoming, balancing, and belonging. Brands that show up in that space won’t just win attention now; they’ll build loyalty that lasts long beyond graduation.