The true lifestyle of a University student

Students… what image comes to mind? It comes as no surprise the world has a certain negative perception of a student lifestyle – But what does this really mean? A lifestyle choice is a choice a person makes about how to live and behave, according to their attitudes, tastes, and values.

However, according to Universities UK, in 2015-16, there were 2.28 million students studying at UK higher education institutions, and figures show that more than 90% of graduates were in work or further study within six months of leaving University.

At Emotional Logic, we decided to conduct a study with University students to see how many of these ‘lifestyle’ choices were really true. Eating a balanced diet is something that has recently became increasingly popular, more people are wanting to become strong rather than skinny – in light of this 88% of students strongly agree and agree that healthy eating is important to them.

According to the NHS Statistics on Smoking, in 2016, 15.5% of 18+ adults smoke, down from 19.9% in 2010, and 82% of University students strongly disagree and disagree that they smoke.

In the same experiment, it was found that 71% of students strongly agree that they put money into a savings account and 64% strongly disagree with the statement ‘I live in the present and don’t think about the future.’

Another surprising fact was that 64% of students disagree that they only drink to get drunk – along with the 82% that enjoy fine dining. From this statement, it can be shown that a proportion of students would rather have a civilised drink whilst eating at a posh/expensive restaurant.

Another perception is that teens / young adults only care about themselves and aren’t bothered about consequences – however 79% of students strongly agree that family is the most important thing to them and 80% strongly agree that they think about their actions before doing something.

Taking all of this into consideration – student lifestyle choices are no longer what they used to be.


As researchers we not only want to understand and identify the new emerging shopper types and their attitudes which are shaping the world, but also how this happens. We have asked consumers both in the UK and US and put together a free report for brands which reveals the psychological shifts that have occurred. Privacy policy.