Sustainable Futures in Student Accommodation: Aligning Environmental Goals with Marketing Strategies

Our last blog discussed study patterns and how changes to how education is delivered might impact student and young people's study, living, and career choices. This week we look at how this impacts sustainability.

Following the THE Estates Symposium in March 2021, we want to shine a light on sustainability. At The Property Marketing Strategists, this is an important topic that is close to our hearts. There is a clear climate emergency, and we all know that the property sector has a role to play in support of a zero-carbon society. 

It isn't the point, but of course, it is also no secret that for PBSA, Co-living and Build-To-Rent sectors, their customer cohort is engaged and ready to fight for the planet. So building, promoting and innovating within sustainability is good for the earth and the business. You don't need to take our word for it. Only recently, Marketing Week research showed that 89% of young people pay attention to a brand's ethics when making purchasing decisions. 

We need to do everything we can to save the planet, but if you aren't living and breathing this in your brand and communicating it to your customers – then it can cause damage. 

An empty building is not green

Our last blog on university space discussed how the move to a hybrid learning model had instigated discussions and plans for how best to utilise large and expensive estates with universities across the country. But this discussion is three-pronged and is looking to tackle how physical space, digital transformations, and the ongoing need to reduce our carbon footprint whilst creating a university community that meets all its customers' needs. 

In the early days of the pandemic in 2020, we saw pollution lift from our skies and animals reclaiming the streets. But one thing the pandemic exposed is that an empty building can still use a lot of energy. To be sustainable, we need to manage, use and develop space to its optimum use. Vacant buildings will negatively impact carbon emissions. Therefore, this discussion on optimising space within university (and student accommodation) buildings if students choose to study remotely – is not just about use but has to be done in conjunction with being sustainable.

If universities want students to relocate or visit, they need to ensure that they deliver on their sustainability targets. If students have reduced requirement to visit the campus - when they do come, they want to know that they are not negatively impacting the environment.

What does this mean for student homes? 

It is clear that universities and accommodation providers will have the same requirement to engage students back to campus for more than just study. But we want to do that with sustainability at its core. Student accommodation operators should engage with their local or partner universities to see how the whole university community can work together to build a greener, broader and brighter university community when a more standard service can resume. 

There is an organisation – The EAUC – The Alliance for Sustainability Leadership in Education, which we are aware does not extend to organisations that house students. It is recognised that universities have specific challenges; however, broadening organisations such as these reach would be an obvious solution to sharing best practice and learning through collaboration.

For student accommodation operators, the key point is that if students aren't going to be on campus all of the time. Where else will they be? Most likely studying at home (wherever that is), using electricity and heat, the same as the general workforce. Therefore, homes need to be more sustainable to offset the impact of increased carbon usage. And importantly, there should be a consistent message between universities and places where students live. 

Developing new buildings will be the most challenging aspect of PBSA to negate the impact on the environment, despite the huge advances that have been made. Modular builds, for example, create less waste, less noise, less vehicle usage and are quicker, so a viable option to the traditional construction methods. Carbon offsetting currently might be the most feasible way of negating some of the negative aspects of building from new as some parts of the build process just can't now be changed. If we are to work towards a zero-carbon nation by 2050, technological advances still need to progress further to assist the build process. Refurbishing existing buildings have their benefits since repurposing something for future use. However, it is much harder and more expensive to retrofit environmentally efficient features.

We have to acknowledge that the drive to future-proof the planet is a different priority depending on which country you live in, and every nation has different ways they are working towards this. Therefore, international students do have to be considered, and education should not be overlooked. Whereas in the UK, recycling and not using single-use plastics are becoming the norm, the same might not apply to other students on campus and accommodation. 

But this isn't just about student accommodation. On graduation, students will, in even greater numbers, demand their next rental home to deliver the same for the environment and sustainability. If you expect it in your university home, we can predict the expectation will only grow. 

A thread through your strategy

Developing a sustainability strategy is vitally important for all businesses, but those that do it in PBSA, Coliving and Build-To-Rent will see its benefits unfold. 

However, at The Property Marketing Strategists, we are firm in our resolve that whilst doing is, without doubt, the critical part. There needs to be real substance and proof of your dedication to building your green capabilities. And with evidence comes the need to communicate. Quite simply, you can't deliver a green strategy without engaging with your marketing and communications team. Living and breathing sustainability and communicating this effectively with your customers will make you a more attractive choice. It means you can feel good about your positive impact on the planet and see financial benefits from doing so. 

If you want to discuss your sustainability strategy and how best to integrate this into your marketing and communications, we can help. Contact us to discuss our consultancy services, or if you want to ask a couple of questions – you can use or new bitesize consultancy service.