We’ve all heard the “broke college student” narrative. While price still factors into how students spend their money, the current college generation is actually willing to pay more for higher-quality goods and services, especially in certain categories.

How do we know this?

In February 2025, we conducted a national survey asking college students about their hopes, challenges, motivations, and goals. 

The research is based on responses from 1,803 students who participated in the survey, representing 67 colleges and universities across 29 states in the continental United States. ‍

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‍What this means for your advertising strategy

→ 54% of students are primarily discovering new brands through their friends.

→ 59% of them like to buy the same brands as their friends.

Our research… 

Suggests that students generally consider multiple factors when making purchasing decisions, and not all aspects are equally important across all categories. 

For example, fewer than 50% of students named cost as the most important consideration. 

We found that 53% of students care more about the quality of a personal care product than its cost. This lets us know that when we’re forming our prospect lists, we shouldn’t rule out any of the more premium or high-end options in our area.

The power of targeted prospecting

What is a prospecting list? 

It is a list of potential clients that we track outreach to, and the point at which they become existing clients. A prospect can be: 

• A new business in town
• A new student organization or department
• Or a client who has never advertised with you

Quality over cost

In a college town, targeting more premium clients can look like reaching out to businesses that you don’t traditionally associate with college students. In "How a Global Pandemic Has Shaped College Students' Perspectives on Health," we share insights on prospecting clients in the health and wellness category. 

How about other spaces? 

Consider what businesses or locals care about in relation to your campus…

• Sports: Is your school known for its athletics or tailgate scene?
• Campus events: Is your campus used for hosting events such as marathons, movie screenings, theater performances, etc.?
• Students looking for: Housing, a place to study, entertain, or unwind.

Students care about overall quality, value, and products/services that improve their quality of life. Apply the same principles when targeting new clients …

• Take an interest: Show care in their business, and how you can be a partner.
• Be a resource: Share insight about the college experience and how they can capitalize on the student demographic.
• Think big: Don’t limit yourself to the clients you have now, think like a journalist and find new businesses to reach out to! 

Generate new ideas

Use the students' sense of community to inform your outreach strategy. They’re listening to their friends, and so should you.

• Where are students on your campus spending money?
  
  • Ask your friends or your friends' friends where they spent the most money in the last week or month.
  • Poll your audience, use Instagram stories, email newsletters, or in-person tactics to collect some data.

• Go for a ride!
  
  • With a team member, hit the road, see what businesses you pass, and take notes.
  • Better yet, pop in and introduce yourself.

• Take inspiration from other organizations.
  
  • Athletics, Greek life organizations, cultural associations, and other groups typically partner with local businesses for events or fundraising efforts. Take a look at their recent partnerships for ideas.

What if there’s no buy-in?

You may encounter a client who is more challenging to convince. They may not see the value of targeting college students, and that’s where you can use your student media insight to be a consultant.

‍Out of budget  ⇒ “You’d be surprised, college students are actually prioritizing quality of goods and services over their cost efficiency. So, I’m confident our students would be great customers for you.”

Not our demographic ⇒ “You’re right, they may not ‘traditionally’ be your key demographic, but we’ve actually found that a majority of college students are interested in the same businesses and products as their friends. So… if they see your establishment featured on any of our channels — channels run by students like them —they could very well become your demographic.”

Final thoughts

Students want to spend money, and they are uniquely positioned to discover new brands and businesses through the people around them. Utilize your position as a student media organization to inform your campus about the local businesses that are accessible to them. It all starts with your advertising strategy. 

Get started today with this free prospect list template, and contact your Flytedesk account manager today to workshop your ideas.