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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

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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.

This article was first published on marketingmagazine.co.uk

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