Understanding cultural nuances can be difficult, especially when it comes to Gen Z, an audience with a seemingly daily overturn of opinion on what's cool and trending.
While in the UK, 94% of young people move away from home to live in rented or student accommodation, in the US 11% of students still live at home whilst at college.
Greek Life influences the places that students live, how they make friends, and the values that they associate with, meaning that understanding and infiltrating these communities is integral to effectively reaching the youth audience.
A fraternity party will become central to student social calendars, while comparatively in the UK a house party might happen once a week in rented accommodation.
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