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09 December 2020
Brands can play a role in the education space
Corporate social responsibilityBrand purposeUnited Kingdom
Sam Mercer, from Hopscotch Consulting, outlines the results from a new study that highlights the potential for brands to get more involved in education.
Students and teachers no longer perceive brands being involved in education as purely opportunistic and commercially motivated. Instead, it’s accepted that brands can have an authentic role to play. Our study found that 66% of 16- to 24-year-olds were welcoming of businesses supporting education with only 21% suspicious or skeptical of business involvement.
Businesses can bring insight, expertise and resource to education – a critical real-world perspective –while supporting young people in a measurable way, in keeping with long-term brand positioning. No more collecting coupons to exchange for equipment: brands can introduce sophisticated, purposeful education programmes with specific outcomes that fit with values and missions.
For example, we worked with Vodafone and partners Apps for Good and Teach First to create its new schools programme. The Digital Creators’ Challenge involved asking 11- to 14-year-olds to devise innovative app ideas to help solve a problem in their local community. The apps were entered into a national competition judged by Vodafone staff. Finalists gained insight into future careers, with an all-expenses paid trip to Vodafone’s headquarters to hear directly from its employees.