It seems like every year, all the Targets, clothing stores, YouTube channels and advertisements band together under the same “Back-To-School Month!!!!!” banner and juice the life out of phrases like “Make this year your best one yet!” or “New school year means new you!” Like we haven’t all done this whole end-summer-and-go-back-for-some-education thing before.
And it works.
I’m not 100% sure of what it is exactly (but I guess that’s the whole point of this blog), but every time the whole #BackToSchool thing happens, I get excited and nervous. Let me start off by saying, I’ve been going back to school for twelve years. It really should be getting old now. And maybe I’m the only one, but new blank planners and clean sneakers and new backpacks really get me going.
If you really look at the way brands and businesses use #BackToSchool, you can see the underlying string they use to reel us in. It’s not actually about the school part (well, maybe that is the part that gets some people), it’s the whole “fresh start” part. And the advertising world really milks it, because I honestly have never gone to school after a summer and have everything go perfectly the first day back because my folders and binders are bedazzled. But the whole point it boils down to, the whole this-could-be the year-I-make-varsity or this-year-I-might-take-pottery-because-why-not- that’s what’s exciting.