There are nearly 20 million post-secondary students in the U.S., representing over $110 billion in buying power. When these young adults enter college, they are granted radical independence, often moving away from home, making fully independent buying decisions. This independence leads students to try new products and services, causing a shift in previously assumed purchasing behavior. In addition, this is a key period where young consumers begin developing sticky ties to brands. This serves as an opportunity to win new customers with the ultimate prize being invaluable lifetime relationships.