Can social mobility survive the cost of living crisis?

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In a short period of time, the UK’s cost of living crisis has become a near-ubiquitous topic of conversation. Rather than turning to the weather for small talk, the country’s citizens now reach for chat about their worries and struggles as bills spiral. And with those on the lowest incomes being hit hardest, this is unsurprisingly having an impact on discussions about higher education.  

“The media narrative at the moment is that choices are going to be made between eating or heating,” says Mark Garratt, director of marketing, communications and recruitment at Anglia Ruskin University. “So when confronted with the idea of going out to work and supporting your family versus going to study, we might see things going back to the days of people from certain communities feeling that they aren't going to go to university.”

It’s a worrying prospect, and one that’s not helped by the media narrative where there is “still a lot of misunderstanding” about the student loan system, he continues, “with the narrative of being debt rather than being a graduate tax”.

So how can university marketing redress this and ensure a generation of promising potential students from lower socio-economic groups aren’t put off by costs?

For Garratt and his team, it’s all about “amplifying the stories of people who have come to this university”, he explains, showing that they're “going out and doing great things” and that the cost of pursuing that route has paid off.

Being upfront about costs

Martyn Edwards, director of marketing and advancement at Loughborough University, says his team’s approach is to present the financial outlay as an investment in the future. 

“I think both morally and legally, we have to be transparent about the associated costs of going to university,”

Martyn Edwards, Loughborough University

So we are upfront when talking about the likely return on investment and sharing information about graduate employability rates for certain programmes.”

Loughborough also uses student ambassadors to offer an authentic conversation around this thorny topic on social media and in marketing campaigns, he continues.

“Our ambassadors are incredibly engaged, and many are well networked on social media. They tell an honest story and acknowledge that whilst it can be a big cost, it's also a long term investment. We give them the opportunity to talk about it through their own perspectives and lived experiences.”

Talking about debt

But for Emma Leech, former director of marketing and communications at Nottingham Trent University, this is a conversation that could (and possibly should) be happening much earlier than when young people are considering applying.  

“I think part of it goes back to guidance in schools,” she says. “At that stage, we could be talking about what's real debt and what's not real debt. When do you pay it back? What does that actually mean? At what stage are you paying it back? How many people pay it back? Does it have an impact on your credit scoring, does it not? Actually, what is the potential for getting a part-time job at university? Does that vary by course? I think we should be doing more.”

And she doesn’t just mean universities. She says the government and other stakeholders have a duty to get across to people how manageable the costs can be, even during a time of wider financial struggles, and the many benefits that can come as a result, including “a whole raft of different career opportunities that you just can't necessarily reach otherwise”.  

“Education is something that no one can take away from you,” she says.

“It makes me really angry when folk want to rattle on about student debt and the cost not being worth it. It feels like pigeonholing people and telling them to stay in their station, as if because you’re from a specific background, university is not for the likes of you.”

Emma Leech

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Unhelpful media narratives

At Leeds Beckett University, finding ways to stop this idea taking hold is a key concern right now, says Charlotte Renwick, director of marketing, recruitment and admissions (acting). It’s an ongoing conversation with the senior management group, she explains: “We’re asking ‘how do we address that? Can we provide more hardship funds?’ We don't want anybody to be disadvantaged by not having access to the same resources.” 

She, too, highlights the fear created by unhelpful media narratives about racking up huge debts for “Mickey Mouse degrees”. 

“One of the things that we do a lot of is parent talks in schools and colleges because they're terrified. And if you look at most discussions in the media around costs of university, it is pretty terrifying. 

“I'm definitely not wanting to dismiss the fact that it's a massive investment, and an investment of time as well. But I think the narrative of this kind of crippling debt is really unhelpful for young people who are from less affluent backgrounds.”

Instead, she continues, they advise young people to view that investment as something to be carefully researched and planned, to ensure the maximum benefit.  

“You should really make sure that where you're going or what you're doing is going to be right for you,” she says. “And if you need more time to work that out, then do that. That is something universities are having to try and overcome, to make sure that people go into it with their eyes open, knowing exactly how it does work.” 

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