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Brand Discovery as a Social Experience

Brand Discovery as a Social Experience

In the close-knit college environment, academic, social, and personal routines are heavily influenced by peer behavior and proximity. This density plays a central role in shaping how students form connections, make purchases, and discover new brands.

In the close-knit college environment, academic, social, and personal routines are heavily influenced by peer behavior and proximity. This density plays a central role in shaping how students form connections, make purchases, and discover new brands.

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Schedule a Research Briefing

Background: Proximity Shapes Student Buying Behavior

Background: Proximity Shapes Student Buying Behavior

College students live, learn, eat, and socialize in the same few square miles. This density creates a culture of influence where trends move at lightning speed, adoption happens in packs, and physical proximity, not age or income, drives how students shop, socialize, and discover new brands.

College students live, learn, eat, and socialize in the same few square miles. This density creates a culture of influence where trends move at lightning speed, adoption happens in packs, and physical proximity, not age or income, drives how students shop, socialize, and discover new brands.

54% of students primarily discover new brands through their friends.

54% of students primarily discover new brands through their friends.

Methodology: A National Survey of Student Buying and Brand Discovery Habits

Methodology: A National Survey of Student Buying and Brand Discovery Habits

In February 2025, we conducted a national survey to broadly assess college students’ sentiments. The survey received 1,803 complete responses from students across 29 states and 67 universities. Responses were analyzed to identify key trends, habits, and attitudes shaping how students engage with brands and with each other.

In February 2025, we conducted a national survey to broadly assess college students’ sentiments. The survey received 1,803 complete responses from students across 29 states and 67 universities. Responses were analyzed to identify key trends, habits, and attitudes shaping how students engage with brands and with each other.

INSIGHT: College Students Are Eager to Try New Brands

INSIGHT: College Students Are Eager to Try New Brands

College campuses function less like a collection of individual consumers and more like a dynamic, self-contained ecosystem in which physical proximity is the most powerful predictor of student behavior. The shared experience and environment of campus life, rather than traditional demographic markers like class, age, or income, creates the cohort.

As a result, college is both a place and a distinct cultural moment, one where students are especially open to new ideas, habits, and brands. 89% of students want to step out of their comfort zones while in college, and 79% love experimenting with new and different brands. They’re also highly attuned to their peers, simultaneously influencing and being influenced in turn.

College campuses function less like a collection of individual consumers and more like a dynamic, self-contained ecosystem in which physical proximity is the most powerful predictor of student behavior. The shared experience and environment of campus life, rather than traditional demographic markers like class, age, or income, creates the cohort.


As a result, college is both a place and a distinct cultural moment, one where students are especially open to new ideas, habits, and brands. 89% of students want to step out of their comfort zones while in college, and 79% love experimenting with new and different brands. They’re also highly attuned to their peers, simultaneously influencing and being influenced in turn.

Thinking about the brands you buy, how much do you agree with the following statements?

Thinking about the brands you buy, how much do you agree with the following statements?

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

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

INSIGHT: Brand Discovery Is a Social Experience

INSIGHT: Brand Discovery Is a Social Experience

College students are eager to try new brands—and they tend to do it together. For this generation, brand discovery is a social experience. 54% of students primarily discover new brands through their friends, and 59% like to buy the same brands as their friends.

College students are eager to try new brands—and they tend to do it together. For this generation, brand discovery is a social experience. 54% of students primarily discover new brands through their friends, and 59% like to buy the same brands as their friends.

Thinking about the brands you buy, how much do you agree with the following statements?

Thinking about the brands you buy, how much do you agree with the following statements?

I like to buy the same brands as my friends

Strongly Disagree

Strongly Disagree

Somewhat disagree

Somewhat disagree

Somewhat agree

Somewhat agree

Strongly agree

Strongly agree

INSIGHT: On Campus Advertising Is More Effective Than Social Media Ads Alone

INSIGHT: On Campus Advertising Is More Effective Than Social Media Ads Alone

To succeed with college students, brands must recognize that the college audience isn’t just another digital targeting segment. It’s a cohort shaped by physical proximity, shared experiences, and social connection.

When students decide to try a new beverage, test a skincare brand, or pick up a favorite study snack, they’re doing so surrounded by their friends, peers, and the close-knit milieu of campus life. That’s why brands that advertise on campus get significantly better results than brands that run social media ads alone.

To succeed with college students, brands must recognize that the college audience isn’t just another digital targeting segment. It’s a cohort shaped by physical proximity, shared experiences, and social connection.

When students decide to try a new beverage, test a skincare brand, or pick up a favorite study snack, they’re doing so surrounded by their friends, peers, and the close-knit milieu of campus life. That’s why brands that advertise on campus get significantly better results than brands that run social media ads alone.

Thinking about the brands you buy, how much do you agree with the following statements?

Thinking about the brands you buy, how much do you agree with the following statements?

89% of students want to step out of their comfort zones while in college.

89% of students want to step out of their comfort zones while in college.

College Inc. — Your Partner in Winning Gen Z

College Inc. — Your Partner in Winning Gen Z

College Inc. is your partner in winning the college audience, and back-to-school is the biggest opportunity to reach Gen Z consumers all year. Our platform is a one-stop-shop for ad space on campus, and we integrate large-scale student data research to provide your brand with actionable insights to reach and engage Gen Z.

College Inc. is your partner in winning the college audience, and back-to-school is the biggest opportunity to reach Gen Z consumers all year. Our platform is a one-stop-shop for ad space on campus, and we integrate large-scale student data research to provide your brand with actionable insights to reach and engage Gen Z.

Ready to see what our research can uncover for your brand?


Book a call with a College Inc. strategist today or learn more about our insights into the college audience.

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Ready to move beyond assumptions and start speaking the college audience’s language?


Book a call with a College Inc. strategist today and start shaping campaigns that connect.

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