School's In for Summer

This MONITOR Minute report takes a look at the opportunities surrounding new forms of consumer education and how marketers can tap into consumers’ desire to go back to school.

School's In for Summer

While the start of summer is being announced by school kids singing, “School's out for summer!” grown-ups today are apparently somewhat deaf to the chant. Nearly 2.6 million adults were enrolled in government-sponsored adult-education programs in 2005,(1)a number that pales in comparison to the number of individuals invested in more informal forms of lifelong learning. Almost seven in 10 MONITOR respondents, ages 16+, say that in the next 10 years they plan to seek personal fulfillment by educating themselves on a topic that's important to them. Today, many consumers are not only invested in...

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