Connecting with Gen Z Students Throughout the School Year

College life doesn’t revolve around a single season. It is a dynamic, ever-evolving experience. Students are navigating classes, jobs, social lives, and self-discovery year-round. For brands, this creates an always-on opportunity to show up meaningfully in students’ lives, not just during a move-in moment, but throughout the entire school year.

At Newbridge Marketing, we’ve spent years helping brands connect with students in ways that feel organic, relevant, and genuinely useful, no matter what time of year it is.

What’s Top of Mind for Gen Z Right Now

Based on our latest U.S. College Student Lifestyle & Spending Survey, we’ve seen some clear patterns in how college students are living and spending in 2025. Most notably, students are spending an average of $1,000 a month on non-tuition expenses, with groceries, dining, and tech high on the list. The majority work part-time jobs and cover a significant portion of their own expenses. They’re making smart, brand-driven choices and paying close attention to value. Whether they’re restocking dorm essentials or upgrading their tech setup, students are deliberate about how they spend, and which brands earn their trust. And while that decision-making process might happen in a dorm room, it’s just as likely to take place on TikTok, in a group chat, or while walking across campus.

Reaching Students Means Understanding Their Reality

We recognize that not all students live on campus, so move-in week isn’t always the best moment to reach them. Instead, once the calm has reached campus, everyone has settled in, students know where their classes are located, may be a better time for your brand. Influencers matter, but authenticity matters more, students can spot a forced campaign from a mile away. Sampling is still incredibly effective, especially for food, personal care, and daily-use products, but timing and context are everything. Most brands think back to school is the one and only time to activate on campus but in reality back to school should be a launchpad for longer-term engagement, not a one-time push.

How We Think About Building Better Campaigns

For us, it starts with listening. That means tapping into real student insights, like those from our recent survey, and working with our nationwide student ambassador network to understand what’s actually happening on campus.

From there, it’s about finding the right mix of digital and in-person touchpoints. That might mean brand ambassador campaigns, on-campus events, curated content, or targeted sampling. The goal is to create experiences that feel natural, something a student might tell their friends about, not scroll past.

Looking Ahead

As brands look toward the 2025–2026 school year, the best campaigns will be the ones that offer value, meet students in their everyday lives, and show a genuine understanding of the pressures and possibilities that come with college life.

When brands get it right, campus activations can lead to lasting connections that extend well beyond the first day of class.

Interested in learning more? Download our U.S College Lifestyle & Spending Report today!