Student politics v marketing

Student politics is a bristly domain. Dominated by extremists, run by careerists, fuelled by gossip, back stabbing and dodgy deals, it does a great job of putting your average student off politics before they even get chance to vote. Visit the Educationet message boards and witness the mayhem.

Though the majority of students wouldn't recognise Leon Trotsky if he staggered through their halls carrying a bloody ice pick, the fact remains: a small group would. And they have considerable power. So organisations have to carefully consider the political reaction they might get before they go bounding into the student market. Or they could be booted straight back out.

Nestle, a gigantic brand, finds its superpowers drained within the kryptonitic student community. The ethical issues that surround its baby-milk marketing techniques have been discussed in students' unions since the late Seventies. A large number of union shops refuse to stock Nestle products, student media regularly debates the boycott and some unions are running votes 'for or against' Nestle every year, ensuring the subject stays on the agenda. Even the National Union issues a 21 page briefing document on the company, and while it encourages its members to make up their own minds you can be sure the famous Nestle bird's nest would never be let near NUS' influential logo.

The ban frustrates Nestle no end, and they periodically meet with student politicians to put their case across. They also try other methods; it was no surprise that the Nestle-sponsored Family Monitor came down so heavily on student tuition fees last year. But the boycott remains.

Somehow this is all largely contained within the student community. Good evidence of just how hermetic the student world can be.

There are plenty of other blacklisted companies, all having done their bit to upset students at some stage in the last thirty years. Emap took a bruising when their FHM laughed about student suicide. The Armed Forces can't get into the student market without deploying tanks to help. McDonalds, Barclays, Bacardi, Stagecoach and Times Newspapers all get frosty looks when they poke their heads around the door. These are just for starters.

It's essential companies don't underestimate political sensitivities. What goes in the mainstream market does not always transfer. Businesses should do their research. When they commission creatives they should test their awareness and choose those with credentials in the student market.

Because, as Nestle have discovered, a bad name sticks in student politics.