When a college tradition in Alabama inspires students around the world to join in, you know you’ve hit a cultural tipping point.
That’s the power of hashtag#RushTok.
As our GM & SVP, Nick Drabicky, shared with The Guardian, students aren’t just participants in culture, they’re early adopters who set trends and influence spending far beyond campus.
TikTok has accelerated that influence, turning student content into authentic, viral moments. Brands are already taking notice, with collections like SKIMS’ Campus line showing how college culture can be packaged in a way that feels both aspirational and relatable.
Here’s what brands need to understand to harness the power of these college students, especially during Sorority Rush:
- Students have more spending power than many think.
- Youth culture is global, not just local.
- Winning over this demographic can drive impact well beyond it.
For brands, this isn’t just a trend. It’s the new playbook for youth marketing. Read the full article here.