Brands from Burger King to Coke to Lockheed Martin are leaning in on scholarships to capture Gen Z

In all, it amounts to millions of dollars filtering down from corporate America to students' pockets. Even a sizable scholarship may only feel like a drop in the bucket for some students.

Corporate scholarships serve as a way for brands to earn goodwill and name recognition among younger consumers, with smaller companies expected to follow suit.

Read at Fast Company