Brands as Neo Educators
act 4 — scene 1
What's Happening?
Brands embracing edutainment's future will provide behind-the-scenes access, demystify processes, enhance transparency, and make aspirational goals feel achievable. Benefits include brand awareness, customer trust, and loyalty—plus building talent pipelines.
Previously, brand edutainment meant entertaining product education, often stigmatized. Edutainment 3.0 transcends this by leveraging psychology of motivation and content impact to unlock new business models, marketing strategies, and expansion opportunities.
Why This Matters: As social media disillusionment grows, smart brands employ educational marketing to create demand by transforming potential customers into advocates and ambassadors.
"Marketing during a crisis is particularly challenging, but marketers who invest in customer experience and education are likely to see improved retention, enthusiasm and business growth as a result."
— David Greenberg, Forbes Communication Council
In Action: Brands as Neo Educators
NikeLab x Virgil Abloh
Nike collaborated with designer Virgil Abloh (2019) to increase youth access to capital and diversify creative industries:
- NikeLab Re-Creation Center (Chicago): Free creative workshops with eight-week mentorships
- All-Star Academy (2020): Basketball coaching combined with education in sports design, science, and journalism
Today at Apple
Extension of Apple's retail experience initiative featuring how-to videos by Apple Creative Pros covering:
- iPad drawing techniques
- iPhone videography
- Home-based creative projects
Best Buy Career Pathways
12-month program helping teens gain in-demand career expertise:
- First 9 months: Teen Tech Center skill-building (cybersecurity, digital arts, computer repair, retail, entrepreneurship, communication, project management)
- Final 3 months: Paid summer internships
Key strengths:
- Localized curriculum partnered with community businesses
- Multiple career pathways with both hard and soft skills
Webflow University & TV
Educational platform for "no-code" web-building software featuring:
- Hundreds of lessons and courses
- Strong curriculum design with active community
- Visual approaches and humor for engagement
- 2.0 release trailer: 1.6M YouTube views
ZingTrain
Training division of independent grocer Zingerman's (founded 1994 with $1,000 investment) offering courses in:
- Customer service and leadership
- Training and visioning
- Open-book finance
CoppaFeel Boob Bot
Facebook Messenger tool making breast health checks habitual through inclusive, informative, fun content delivered with lighthearted campaigns.
Tracksmith Fellowship Program
Running-gear brand supporting athletes' creative ambitions through year-long grants for film, photography, poetry, fiction, podcasts, music, painting, and sculpture.
"It's hard for new voices to break through, and that hinders the sport's growth and ability to reach new audiences."
— Tracksmith Founder
Key Themes for Edutainment 3.0
Offer Economic Uplifts
Movements like Black Lives Matter prompted organizations to address systemic inequities; brands funding inclusive programs like Gucci's Changemakers.
Mind the Gap
Brands filling voids left by traditional higher education in self-discovery, career exploration, and micro apprenticeships.
Take Audiences Behind the Scenes
Demystify professional processes for Gen Z respect; examples include Elle UK/Essence teen co-creations and Alexander McQueen couture documentation.
Co-Creational Creative Catalysts
Amplifying marginalized creatives' voices through collaboration, co-creation, and shared ownership—not just learning.
Wavetable's Hot Tip: Co-Creation
Co-creation amplifies creativity through real-life experiences, empowering people to create what seemed impossible. Tangible projects help new voices thrive beyond theoretical university and online learning.
In Action: Ones to Watch
Vulcabras Azaleia - Escola do Corre
Brazilian footwear company pandemic pivot:
- Social selling scheme: 10% commission on Olympikus sneakers
- Escola do Corre: Online learning platform for digital entrepreneurship
- Result: 7,500+ Brazilians enrolled in Corre Junto Brasil program
Tommy Hilfiger Fashion School
Partnership with Elmira College (Fall 2021):
- Fashion concentration program
- Marketing and merchandising training
- Goal: Cultivate talent and bridge passion-to-education gap
#Merky Books x HSBC
Publishing imprint by UK grime artist Stormzy and Penguin Random House:
- Live-streamed school event series on financial wellbeing and entrepreneurialism
- Pilot: 3 UK schools, 1,500 books donated
GoHenry - Money Missions
Startup bank financial literacy initiative:
- Games, quizzes, videos on taxes and teenage business ownership
- Gamification: badges, rewards, unlocks
- Future potential: business funding, community access, play-to-learn-to-earn integration
Guidelines for Greatness
Go Beyond
Develop sustained programs rather than one-off campaigns or activations.
Find Your Fit
CPG, gaming, entertainment, toys, and supplies have natural alignment, but all sectors can find educational opportunities.
Purpose-Driven Brands Perform Better
Per Deloitte: Purpose-driven brands achieve 3x faster growth and higher workforce/customer satisfaction (watch for purpose-washing).
Make It Your Identity
Activist-educational strategies with clear values lead. Example: Patagonia's environmental conservation advocacy.
Opportunities
- Increase Opportunity: Create career launchpads in post-pandemic era
- Visualize: Repackage brand data into story-driven educational visualizations
- Unpack the Process: Demystify professional processes as intentional learning experiences
- Accountability Matters: Meet customer demands for transparency, social responsibility, service excellence
Challenges
- Competition: Distinguish against YouTubers and EdTech platforms
- CSR Perception: Ensure value beyond corporate social responsibility
- Cost of Entry: Develop new skills and capacities
- Measurement Gap: Limited hard data on small-scale initiatives
- Balance: Maintain transparency without losing proprietary advantage
Spark Your Creativity
- Which brand asset, campaign, or product would fans remix?
- What does 100% brand transparency look like and its second/third-order effects?
- Which Red Bull Music Academy elements could scale to your company?
← Act 4: 8 Trends | Scene 2: Tackling Wicked Problems →