Marketing Trends in Higher Education: What to Expect in 2026

After much thought, I want to lay out what I believe to be the marketing trends in higher education that are happening right now as we go into 2026. 

It’s important for us to understand these trends in how students and their families think and behave. Why is it so important? 

Because with the way these trends are going, the most successful higher ed marketers won’t be the ones chasing every new tool or platform.

They’ll be the ones tuned into the cultural and generational shifts reshaping what students expect, trust, and respond to.

These marketing trends in higher education are more than passing fads.

They point to a deeper movement toward authenticity, community, and values-based connection.

And if your institution can respond with clarity and cultural intelligence, you’ll be ready to serve the next wave of students without losing sight of your mission.

Let’s explore five trends we believe will shape higher ed marketing in 2026 and beyond.

1. Reframing Global Trends for Higher Ed Marketing

Social media expert and business mogul Gary Vaynerchuk recently outlined five consumer trends that will define 2026.

While his list was not meant to be a “marketing trends in higher education” list necessarily, it still holds valuable clues for how colleges and universities can stay culturally connected.

Curiosity Content and Random Virality

In Gary’s words, we’ve entered a season where curiosity itself is content.

A person can go viral by simply documenting their journey of learning how to play checkers or trying a new food.

Random moments of honesty and interest now carry weight.

For higher ed: spontaneous, curiosity-driven content can become powerful marketing.

This type of content breaks down the perception of formality and distance that often surrounds college branding.

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It invites prospective students to witness real moments of discovery, vulnerability, and joy, qualities that make your institution feel accessible and human.

Imagine turning a lighthearted campus moment into a teaching opportunity.

Or letting a student’s “first day in the lab” video spark curiosity about your STEM program.

Even a behind-the-scenes dorm tour or a professor reacting to a viral trend could become a compelling touchpoint that draws students into deeper engagement.

In a world driven by short attention spans and authentic curiosity, the schools that create room for unfiltered storytelling will stand out not so much for their production value, but for their approachability and relevance.

Alternative Sports and the New Campus Culture

Alternative sports like pickleball, padel, wiffleball, and Esports are growing immensely in popularity. More than that, they’re transforming how young people gather, interact, and find a sense of belonging.

Gary predicts these sports will drive community in ways similar to traditional athletics, but with a more inclusive, low-barrier-to-entry approach.

Several factors are driving this trend…

• The accessibility of these sports,
• Their rise on social platforms like TikTok and YouTube, and 
• The growing cultural interest in wellness, play, and non-competitive social experiences.

These activities often require less formal organization, equipment, or prior experience, making them ideal for spontaneous participation and peer-led engagement.

For higher education marketers, this is more than just a programming update—it’s a branding opportunity.

Highlighting these lesser-known activities through videos, stories, or social media can show prospective students that your campus isn’t stuck in the past.

It communicates that your institution recognizes how students today value lifestyle, balance, and inclusive spaces as much as academic rigor.

By amplifying these stories, you’re promoting recreational options and reflecting a campus culture that prioritizes wellness, flexibility, and relational connection.

It’s a fresh and relevant way to signal belonging in an era where students are asking, “Will I fit in here?”

Africa’s Cultural and Economic Rise

Gary also notes the growing global influence of African youth culture, innovation, and creativity.

Of course, this is a business trend. But it’s also a signal of where global student identity is headed.

With rising digital infrastructure, a booming young population, and increasing representation in global music, sports, and entrepreneurship, Africa is becoming a cultural powerhouse.

For higher ed marketers this shift presents rich opportunities for international recruitment, cross-cultural collaboration, and new forms of storytelling that reflect a truly global outlook.

This goes beyond attracting international students.

Adapting to these marketing trends in higher education reflects the world as it is becoming, and prepares students for a more connected, diverse, and opportunity-rich future.

These aren’t fringe trends.

They’re emerging signals of how today’s students view opportunity, identity, and connection.

And they have a direct impact on how you tell your story.

2. Digital Disengagement and the Return to the Real

More students are growing weary of screens, scrolls, and AI-perfect content.

As Gen Z and Gen Alpha navigate digital overload, we’re seeing a quiet but powerful trend: the return to real life.

In-person moments are the new premium.

In 2026, campus visits, human conversation, and face-to-face storytelling will matter more than ever.

While AI tools help scale communication, it’s the in-person moments that build trust.

The most effective admissions and advancement strategies will prioritize:

• Relational outreach over automated funnels
• Small group visits over mass email blasts
• Real conversations over scripted chats

We’re doing more than marketing a program. We are inviting someone into our community.

And in this climate, the real competitive advantage for education brands won’t be cleverness or even scale—it will be identity.

For 2026, the most impactful marketing trends in higher education will emerge from a return to deeply human, mission-centered communication.

The institutions that lean into who they truly are, rather than trying to mirror their peers, will create the clearest signal in a noisy world.

This is the time to be deeply, compellingly, yourself.

Not louder. Not trendier.

But more transparently aligned with your mission, your people, and your place in the lives of students and families.

3. Using AI for Cultural and Multilingual Connection

AI is more than a content engine. It’s a bridge to a larger prospective student pool.

One of the most profound marketing trends in higher education we’re seeing is that more first-generation, Hispanic, and multilingual students will be navigating college search with the help (and influence) of family members who may not be fluent in English.

Use AI to reach families, not just students.

Multilingual chatbots, translated emails, and voice-activated campus tools are simple, scalable ways to show cultural empathy.

Done well, this kind of personalization communicates:

• “You belong here.”
• “We see your whole family.”
• “We value your voice.”

This isn’t just accessibility.

It’s inclusion.

If you’re not already integrating translation or multilingual UX into your marketing tools, now is the time to start.

4. Trust, and #AuthenticAI

While AI helps us scale, it also raises questions—and this tension is at the heart of what I call #AuthenticAI.

#AuthenticAI is not about rejecting technology.

It’s about using it in a way that deepens trust, invites discernment, and honors the humanity behind every message.

Students and parents alike are becoming more skeptical of polished messaging.

In a world where it’s harder to tell what’s real, authenticity becomes the brand.

To build trust in 2026, you’ll need to:

• Prioritize unscripted videos and user-generated content
• Clearly signal human presence behind digital tools
• Train staff and ambassadors to communicate with warmth, not scripts

As we shared in our post on AI and burnout, AI should make space for more humanity in marketing, not less.

Real students.

Real voices.

Real presence.

That’s what will stand out in 2026.

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5. Mission-Fit Marketing

Each of these trends—global culture, digital overload, multilingual communication, and AI trust—lead us back to one central idea: mission-fit marketing isn’t just a tactic.

It’s the future.

The colleges that win in 2026 won’t be the ones with the flashiest AI tools or the most viral videos.

They’ll be the ones who:

• Know who they are
• Know who they serve
• Communicate with honesty, relevance, and heart

My Perspective as We Look to 2026

In my years working with colleges and universities, I’ve seen that the most effective marketing doesn’t come from chasing trends. Instead, it comes from clarity.

In 2026, marketing won’t be about being louder or faster.

It will be about being truer.

Truer to your mission.

Truer to your community.

Truer to the audience you’re uniquely positioned to serve.

Today, there is noise everywhere, and it’s only going to get louder!

In this saturated environment, trust will be built through integrity, relevance, and human presence.

If you stay grounded in who you are—and communicate that with courage—you won’t just attract students.

You’ll attract the right ones.

Not Sure Where Your Marketing Stands in the Shifting Landscape of 2026?

In a year defined by digital skepticism, cultural shifts, and the rise of mission-fit marketing, it’s more important than ever to know whether your current strategies are building trust—or getting lost in the noise.

At Caylor Solutions, our Marketing Audit & Recommendations service gives you a clear, honest picture of your marketing effectiveness.

We assess your digital presence, content performance, and competitive positioning—then deliver actionable, customized insights to help you align with the most relevant marketing trends in higher education.

Whether you need a comprehensive evaluation or a focused audit on a specific channel, we’ll help you identify what’s working, what’s not, and what needs to change.

So you can stop guessing—and start connecting with the right students in the right ways.

Let’s make 2026 the year your marketing speaks with clarity, relevance, and trust.

Contact us today!

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Images via Midjourney