Eternal education

Education is both aspirational and enduring, writes Nicola Kemp, in the latest in our Forward 50 trends series.

Pic: Christopher Jones
Pic: Christopher Jones

One of the most disconcerting developments of the digital revolution has been the emergence of a world in which students have, in effect, become teachers.

For digital natives, adapting to new technology platforms is second nature: they have a natural affinity with them that previous generations have had to learn. Inquiring consumers must, in many ways, live in a state of perpetual adolescence, governed by a commitment to exploration, curiosity and continuing education.

From the growth of reverse-mentoring in corporate life to the explosion of online tutorial programmes, education is both aspirational and enduring. The role of brands and businesses in this educational journey is, so far, a largely untapped opportunity.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Just published