Higher Education Forecast: The 2023 Consumer Trends Index

Consumer attitudes and trends in higher education

It has never been more important for marketers in higher education to be one step ahead of consumer trends. As we finally bid farewell to the pandemic, a potential recession hangs over the globe threatening to bring more worry and monetary pressures to consumers. 

That is why we surveyed over 6,000 global consumers — to learn what they expect from the universities: whether they are current, future, or past students. The breadth of data, combined with advice and supporting content will empower higher education marketers to deliver relationship marketing strategies that foster long-lasting connections with its customers. 

After abrupt digital transformations were implemented to support remote learning, higher ed now has the opportunity to leverage their technology to engage students and alumni, answer their needs, and move forward in a new and differentiated way— this report is a must for any forward-thinking higher-ed marketer.

Here are a few things you will learn:

  • Email is not only the highest performing channel, with over half of consumers (52%) converting directly from an email in the last year, but as brands own their database, it delivers the best ROI too. Learn how to deliver highly personalized emails that convert.
  • Consumers want to receive truly personalized and consistent experiences across touchpoints. 86% love a consistent UX and 82% love to be treated like an individual. Determine how to collect the behavioral and psychographic customer data to realize this.
  • Loyalty participation is on the rise, however loyalty looks very different in higher education than other verticals. Understand how to create an emotional connection to your institution to foster regular donors and engaged students and alumni.