CASE UMF (February 2026)-Recording

Video Transcription

Video Summary

The presentation focused on Universities UK's recent strategy addressing the sector's reputation amidst challenging political and social environments. Seb Gordon, UUK’s Director of Communications, emphasized that while the university sector has a relatively good overall reputation, there are growing public doubts about the value of university education, especially compared to apprenticeships and vocational routes. Key research revealed widespread public disillusionment with public institutions, including universities, and a desire for accountability, innovation, and stronger local impact.<br /><br />Four audience segments were identified—vocationalists, stalled skeptics, change agents, and champions—each with distinct concerns and priorities, necessitating tailored communication approaches. The strategy, spanning several years, comprises three stages: engaging and informing change, developing a long-term vision, and building cross-party political consensus for a new funding and policy settlement.<br /><br />UUK’s immediate focus is "Future Universities," initiating conversations on evolving roles in workforce and regional economic development, with upcoming public communications and further audience research planned. The overarching goal is to rebuild stakeholder trust, demonstrate universities’ value, and secure sustainable funding aligned with national priorities. Engagement from university marketing and communication professionals is encouraged to integrate these insights locally and amplify the narrative for sector transformation over the next decade.

Keywords

Universities UK

university sector reputation

public perception of universities

vocational education vs university

audience segmentation in education

Future Universities initiative

higher education funding policy

university communication strategy