Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Do people want brands to intervene in education?
  • Do people want brands to intervene in education?
    NeONBRAND, Creative Commons (2017) ©
CASE STUDY

WeGrow: turning school kids into entrepreneurs

WeWork is now a $20 billion behemoth trading in gig economy lifestyle – providing everything from co-living spaces to freelance-friendly gyms. It's looking to grow its own future clientele by teaching entrepreneurship to kids – but do people want brands to intervene in education?

Location United States

Scope
WeWork operates under the motto “Do What You Love,” an appeal to entrepreneurs everywhere to follow their dreams – and make big money in doing so. And why not transfer that lesson to children, the company’s founders ask? Next year, WeWork New York will launch a private elementary school called WeGrow, which focuses on “conscious entrepreneurship” for kids more accustomed to finger painting and learning their ABC’s.

“In my book, there’s no reason why children in elementary schools can’t be launching their own businesses,” Rebekah Neumann told Bloomberg, adding that kids shouldn’t have to wait until they’re all grown ...

Canvas8

Related

  • WeWork encourages entrepreneurship in kids

    WeWork encourages entrepreneurship in kids

    WeWork's fully furnished, flexible co-working and living spaces have seen massive success. And the company seeks to disrupt education by opening a private elementary school inside a New York WeWork in 2018 – but not everyone is comfortable with prioritising entrepreneurship over teachers.

  • Americans want schools to teach life skills

    Americans want schools to teach life skills

    People may leave school with academic knowledge, but they might not always feel prepared for real life. Research from YouGov has found that Americans think schools should be teaching life skills such as cooking and budgeting alongside algebra and history.

  • Article image

    Who needs a degree?

    Getting a university degree was once seen as a useful path to a lucrative career. Yet high tuition fees are deterring many, especially given that employers are increasingly looking beyond academics, instead considering a range of other factors. So is the traditional degree a thing of the past?

  • Article image

    Teen America: Alpha Achievers

    From Coasties to K-Poppers, the US is home to a range of teen subcultures. In the third of a series exploring Gen Z and Gen Y tribes, Andrea Graham Richeson delves into the overscheduled world of Alpha Achievers. Do these ambitious teens embody the model student and future star employee?