Like all of you, I am a student at Derby. I’m here because I want to get my degree and
take my skills into a successful career. At the start of this year, however, I entered my
first lecture to find my program leader – with a solemn look on his face – ready to deliver
the disheartening news on the state of our degree, and the university as a whole.
Like all of you, I am a student at Derby. I’m here because I want to get my degree and
take my skills into a successful career. At the start of this year, however, I entered my
first lecture to find my program leader – with a solemn look on his face – ready to deliver
the disheartening news on the state of our degree, and the university as a whole.
On that very day, however, I had to decline an invitation to the opening of the brand new
£75 million Cavendish Building. An innovative site that will turn Derby into a hub for
business and marketing.
On the same day, two very different sides of the same coin were being discussed.
A happy picture, while things crumble on the inside.
Since then, things have become so much worse. On the news this morning I heard that university
prices are increasing nationwide. Here in Derby, the university has put many employees
on edge, under threat of redundancy. The previously free Unibus service now requires
fees. To get to your lecture, that you pay for, you need to pay for transport.
Like all things, we are part of a business exchange, and yet it seems as though our end
of the deal has become more intense, and what we receive is somehow less. While
shiny new buildings don the University of Derby logo, careers and financial strains keep
students and staff up at night.
This is not just happening here, and it’s not just happening in universities (although I will
be basing my argument on the issues happening here). Somehow, the exchange
between a business and consumer is more strenuous on the latter, while the former is
somehow unable to improve their services, while simultaneously making innovative –
and pricey – expansions. This has created a difficult and inescapable spiral of rising
prices and reluctant customers unwilling to part with their money.
Now, this isn’t as hard for bigger companies to manage. They have plenty of money, a
trusted audience, and a good product or service to sell. Look at Vaillant Live: it cost £46
million to make, but is ambitious, innovative, and has attracted stars and performers to
utilise the space. Its offer is to boost the level of culture exhibited in Derby. That’s all
well and good, but why is it that the Derby QUAD is struggling to remain open? It offers
the same: films, culture, but it can’t stay on its feet.
It seems to me that Vaillant is discussed far more than the QUAD. It’s trending, and it
looks like the media is backing it quite strongly as an attraction of our city.
Right now, a business becomes successful based on its marketability, and that comes
from image. Branding, innovation, credibility. It all tells the consumer “We’re cool, trust
us, and most of all, give us your money!” Expansions like our Cavendish building create
discussions and more room for new students. If you weren’t a student in Derby and
knew nothing about it, a big shiny building would totally pique your interest. What drew
me to my course was the industry standard equipment I had at my fingertips. How the
course was presented played a big part in my decision to come here.
But while the university promotes its successes, it must also acknowledge where it is
going wrong.
I think that, amid a pandemic, wars and politicz; cultural divides, the image and
ideology of a company have been at the centre of their priorities. Reputation is the be all
end all, and little attention goes into the ‘what’, just the ‘how’, or more specifically, the
‘how cool’. Companies have forgotten that they stand at the heart of communities. What
they offer should be at the convenience of the consumer, and profit should be a happy
coincidence. A university should definitely invest in new facilities, but when it comes at
the expense of the students who hope to utilise it, something is going wrong.
This mindset change has risen over the last few years. It appears everyone is tenser
than they used to be. The 2020s so far have felt like a disaster movie, so it is
understandable. Opinions divide cultures and communities, and everyone seems to
think they’re on their own.
I am definitely not an expert on business, finance, or the economic state of the world,
but I have my opinion, and I am hoping that I am not completely wrong in what I am
saying, so my solution is this:
To the corporations, remember that giving the consumer what they want will
subsequently give you what you want. If you want to sell, you have to give incentive to
buy! Your image lies with what you do, and how it helps others.
To those struggling, I’ll tell you what my amazing Grandad always says: “Something
always turns up.” You’re riding the wave, and I hope everything is ok for you. For now,
though, support your local businesses, because communities are stronger together.
Just like the downward spiral, things will get better once we get on a forward
momentum. Invest in things that are fundamentally good. Money doesn’t make the
world go round.
Let’s hope it stays that way.