In this conversation between Esther Iorfida, Matías Rodriguez, Nacho Contreras and Verónica de la Sierra we delve into the habits and motivations of the new generation of students and envision the trends that will determine the future of academic marketing.

¹ The new era of students.
² The boom in personalization.
³ Designing for surprise.
⁴ Addressing new learning challenges.
⁵ The singular nature of academic marketing.

With the unprecedented popularisation of educational choices, the academic sector faces the challenge of crafting offerings that capture the interest of a client with very specific motivations. Understanding these needs and using the strategic design to turn them into real value propositions becomes key.

What drives them? What concerns do they have? The new students are “Z” or “Zoomers”, a pure digital native generation that has never known life without technology. Their identity has been shaped by the significant social and economic transformations that began with the turn of the century.

Gen Z embodies the spirit of leadership change. Having witnessed the crisis of trust in traditional authorities experienced by previous generations, they’re more determined to stand by their principles. Their commitment to causes such as environmental protection, well-being, inclusion, and respect for diversity drives them to take action and seek concrete solutions, demanding changes and improvements from any authority.

Their free, independent yet open-mind nature is also reflected in their expectations for a more agile and democratic learning process. They want real connections with teachers and prefer more dynamic, equal, and collaborative relationships with educational institutions.

“It’s really interesting to see the pressure this generation of students is putting on us as designers, and also how they’re pushing institutions to keep up with their pace and constantly evolve.”

Nacho Contreras, Senior Brand Specialist at Studio Banana

In a world full of resources, Gen Z knows exactly how to find what they want and won’t hesitate to move on if something doesn’t meet their expectations. This demand for continuous evolution has made content personalization a strategic practice: a unique opportunity to understand students and refine messaging based on consumption data and user behaviour.

Using this information effectively is key during the co-creation phase. A design that masters the common codes between academics, communication, and user engagement helps institutions to influence every stage of the student journey.

Additionally, these tools facilitate rapid testing and prototyping of various scenarios. They function as a continuous “beta,” providing valuable insights to refine successful elements and develop content that evolves over time.

We are dealing with a purely digital generation, but who are also eager to explore, be stimulated and interact. And while they might not always have a clear idea of ​​what they want, they are open to experimentation and change. The design of physical or hybrid experiences that can evolve into innovative formats present opportunities to help address these needs and redefine the existing contact points.

The pragmatic, fast-moving, and self-taught nature of new students can be tough for institutions to navigate. As these students are used to having information at their fingertips and mainly through audiovisual means, educational innovation requires more agile programmes and tools encouraging more collaborative and equal relationships, as well as harmonious coexistence with alternative curricular offerings that complement traditional education.

Education is no longer for life, and that is a good thing. The future is all about interdisciplinarity and continuous learning, on the diversity of options and short experiences shaping the student’s professional career, allowing for jumps, mistakes, and changes as many times as necessary. This trend will gradually help to eliminate the fear of failure.

“What sets this generation apart is their focus on cross-disciplinary, ongoing, and collaborative learning. It’s really encouraging to see these institutions starting to embrace an innovative mindset, where the emphasis is on taking risks and not being afraid of making mistakes.”

Verónica de la Sierra, Art Director & Business Growth en Studio Banana

Offering a service with long-term results entails a deep understanding of a complex sector that, unlike other industries, has a dual target audience made up of both students and parents. When designing strategies, every decision must consider the filters and contradictions that influence how these audiences consume and interact.

The challenge of balancing this dual audience gets even tougher when it needs to be combined with the institution’s legacy and values to deliver messages that are fresh, relatable, and appealing to catch the attention of young people while also convincing their parents.

“As designers, we reflect the responsibility that both the institution and the student (along with their parents) feel when choosing an education that will shape the student’s future. Our job is to understand these needs and push the standards even higher.”

Matias Rodríguez, Managing Director at Studio Banana

Having a long-term, integrated vision helps create that coherence. Keeping the academic brand consistent and evolving isn’t just a commitment—it’s about constantly supporting the process. It starts on the first day of class and continues through a regular co-creation process as the student progresses through their learning journey.