Blogs
Marketing to College Students Without Being Creepy
The honest case for marketing to college students isn’t a clever targeting playbook — it’s a posture shift. Here’s what actually earns trust from an audience that grew up blocking ads.
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Every Identity Verification Breach Has the Same Root Cause: Data That Should Have Been Deleted
Security spending reduces the odds of a breach. It doesn’t reduce what’s lost when one happens anyway — that number is set entirely by how much data a verification vendor kept after it was done with it.
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Back-to-School 2026: What's Actually Different for Brands This Year
Every back-to-school season feels like a rerun. Same calendar pressure, same student deal-hunting, same scramble to get campaigns out the door. But 2026 has a few wrinkles worth paying attention to — some subtle, some less so.
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Gen Z Is Showing Up to the Arts — Here's What That Means for Your Organization
Gen Z theater, museum, and live event attendance is climbing faster than any other age group. The trend isn’t accidental — it’s a direct response to digital fatigue. Here’s what arts organizations need to understand.
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Forms, Privacy, and Verification
A behind-the-scenes look at why Proxi.id’s verification flow avoids unnecessary form fields, and how minimizing data collection reduces risk for both individuals and businesses.
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On-Campus Events: The Channel Gen Z Actually Responds To
Digital advertising is increasingly ineffective with Gen Z students — not because of channel choices but because of structural immunity built over a lifetime of being targeted. On-campus events are the channel most marketing plans underweight. Here’s the case for showing up in person.
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Targeted Discounts as a Customer Acquisition Channel
Every Director of Marketing knows paid CAC is rising. What fewer have modeled is how targeted group discount programs — for students, military, or healthcare workers — compare as an acquisition channel. Here’s the math and the framework.
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Why AI Disruption Is the Best Argument for Building Your Academic Program
Budget pressure from AI is pushing marketing leaders to cut long-horizon investments. Academic programs are often first on the list. That’s a mistake — and the same disruption creating the pressure is the reason why.
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Marketing to Gen Z: How to Actually Talk to Them
Gen Z grew up with AI tools, ad blockers, and a finely tuned detector for content that wasn’t made for them. Here’s what that means for how brands talk to student audiences — and how to actually get it right.
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Will AI Replace Marketing Jobs? What Working Marketers Need to Hear
The anxiety is legitimate. Some marketing tasks are already being automated, and more will follow. But ‘AI will replace marketers’ misses the actual dynamic — which is more specific, and more useful to understand.
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Back-to-School Marketing Ideas for Brands With Student Discount Programs
The brands that win back-to-school aren’t the ones that spend the most — they’re the ones that plan the earliest and focus on the right tactics. Here are 15 ideas built specifically for brands that run student discount programs.
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