Global – Long Near brands are investing in higher education to position themselves as life-long partners to consumers.
For luxury, technology and lifestyle brands, funding educational initiatives is a way to build deeper engagement with consumers and leave a lasting legacy. Rather than just providing temporary platforms and pop-up workshops, they are investing in permanent spaces to show their commitment to the cause.
Google’s latest venture focuses on filling the gaps in the existing educational system. To address the rapid evolution of digital skillsets the brand is working with colleges to deliver courses on newly established disciplines, such as user experience (UX) design. Together with Savannah College of Art and Design, it has developed a BFA course in user experience design, one of the first four-year undergraduate degrees to be offered in the field.
In the age of The Learning Economy, companies are realising that the best way to control their talent supply chain is to create their own educational establishments and train future employees before they are hired. For more on the shift towards branded education, read our latest microtrend.