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.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).