Brands need to recognise that students are the future of creativity
Student-led approaches tied together many of the case studies in our report – from one-on-one live briefs to a student-designed programme, such as at Futures Studio. Founded by Luke Whitehead, he suggests that clever brands need to be brave enough to develop spaces where young people can feed into the future of their businesses.
Iterative course design, based on constant student feedback, was also essential to the first year of the Dyson Institute. It demonstrated the power of students having a say in their learning outcomes, and where an education body can move nimbly enough to meet needs.
Universities need to get better at collaborating with the industries around them
In the future, universities will have a greater role as the facilitators of industrial strategy, as top-down directives from the government dole out huge cash injections to creative institutions that can improve local GVA [gross value added]. Universities need to get better at collaborating with the industries around them, and project-managing their needs to secure funding.
In our current age of identity culture and environmental ethics, brands too face pressure to define their purpose, and want to invest in making their production processes more sustainable. Universities are excellent bedfellows to provide this research, and from it gain increased funding, on-campus technology and the chance to implement their findings in the real world.
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