Lessons From DECA’s Future Marketers
Payal Parikh
Summary
Serving as a DECA judge for the second year in a row reminded me just how much today’s marketers can learn from the next generation. From bold strategic thinking to an instinctive focus on ethics and responsibility, these high school students delivered marketing plans that challenged my assumptions and renewed my optimism about the future of our industry.
This year, I returned as a judge at the DECA area competition and for the second year in a row, I left feeling inspired. I went in expecting to evaluate student marketing projects and I walked learning a few things from these kids.
I think we spend so much time talking about data, customer-centricity, building pipeline, branding, etc. And nothing is wrong in that, but we tend to do a lot of things we have been doing and evolving somewhat here and there. What surprised me was how naturally and confidently high school students were making bold choices in their marketing plans, were thinking about corporate responsibility and were promoting brands that were sustainable.
The students I evaluated ranged from Freshmen in High School to Juniors, which made the experience varied in terms of students experience level with DECA. Sitting across from students who are my daughter’s age, presenting fully developed marketing strategies with confidence and clarity, was surreal. It was also a powerful reminder of just how early curiosity, creativity, and leadership can take root when young people are given the right platforms.
DECA, for those who may not be familiar, prepares high school students for careers in marketing, business, finance, hospitality, and entrepreneurship through competitive events that simulate real-world business challenges. But what I saw went far beyond “student projects.” These were well-researched, strategically sound, creatively executed marketing plans.
More importantly, they revealed something us marketers can learn from high school DECA students.
The caliber of thinking was higher than many expect
Let’s start with the obvious: these students were well prepared. The section I judged was Integrated Marketing Campaigns for Products IMC-P. The students had been working on their projects sine the start of the school year.
They walked in with structured decks, clearly defined problem statements, customer analysis, competitive insights, and execution plans. Their marketing plans demonstrated a working understanding of segmentation, positioning, channel mix, messaging, budget, and metrics.
But what impressed me wasn’t just the various components of their presentation, it was the overall thinking and research that went into it, it was the creativity, it was the collateral they left behind, the confidence that showed how well prepared they were.
As a judge, I wasn’t grading enthusiasm. I was evaluating logic, clarity, feasibility, and impact. And across the board, I saw students who had taken the time to think critically, anticipate questions, and craft narratives that aligned strategy with execution.
What stood out most: they didn’t separate growth from responsibility
One of the most consistent and encouraging themes I saw across presentations was how naturally students integrated corporate responsibility, ethics, and social impact into their marketing strategies.
They weren’t treating ethics as a slide you add at the end.
They built it into:
- Messaging frameworks
- Partnerships
- Community engagement strategies
They talked about sustainability, inclusion, long-term trust.
Their presentation skills were executive-level
Beyond the ideas themselves, the way these students presented was remarkable. They led with insight, not just information. And they tied everything back to their main business goal.
Their decks were organized, visually thoughtful, and focused on guiding the audience. They articulated the “why” before the “what.” They didn’t rush to tactics without grounding them in business objectives and customer needs.
Even more impressive was how they handled questions.
They paused.
They listened.
They clarified.
Those are not easy skills. Many professionals spend years developing executive presence, narrative control, and the ability to think on their feet. Watching high school students demonstrate those abilities was both humbling and energizing.
What marketers can learn from high school DECA students
Judging DECA didn’t just leave me impressed. It made me reflect on what we, as marketers, can actively learn from these students.
Here are a few lessons that stood out.
1. Start with curiosity, not conclusions
These students weren’t rushing to trendy tactics. They were grounding their plans in research, context, and customer understanding.
Who is the customer really?
What problem are we solving?
What assumptions are we making?
What does success look like?
As marketers, it’s easy to default to familiar channels, frameworks, or playbooks. High school DECA students reminded me how powerful it is to approach every problem with fresh curiosity and making sure that you understand your target audience well.
2. Be bold with ideas, disciplined with strategy
What made many of these marketing plans compelling was not just their creativity, it was the discipline behind it.
Students pitched ambitious campaigns, innovative partnerships, and inventive engagement strategies. They made bold changes to how we are used to doing things.
They weren’t afraid to think big and they also weren’t vague.
That combination is exactly where strong marketing lives. t’s also where many teams struggle. We either over-index on safe execution or chase creativity without clear impact.
These students were practicing both from the beginning.
3. Treat ethics and brand purpose as strategic tools
They recognized that brands don’t operate in a vacuum. That marketing influences culture, behavior, and perception. And that with that influence comes responsibility.
For today’s marketers navigating AI, data privacy, influencer culture, and increasingly values-driven customers, this perspective is essential.
This was my second year judging DECA, and once again, I found myself learning from students decades younger than me. They brought fresh cultural awareness, challenged traditional assumptions, and approached problems without legacy bias.
It reminded me that expertise should never close the door to new thinking. Some of the most valuable insights don’t come from people with the longest resumes. They come from people with the fewest filters.
When students are trusted with real-world problems, high expectations, and professional standards, they rise to meet them. DECA doesn’t just prepare students to compete. It prepares them to think, to lead, and to communicate.
Leaving not just impressed, but optimistic
There’s a lot of conversation today about the future of marketing, about automation, AI, trust, and differentiation. Judging DECA reminded me that the future of marketing is also about people. How they think. What they value. How they approach problems.
Based on what I saw, the next generation of marketers is entering the field with creativity, strategic rigor, ethical grounding, and confidence.
I’m grateful to have played even a small role in their journey. And I’m even more grateful for what they gave back: perspective, inspiration, and a renewed sense of optimism for the future. Experiences like this remind me why I love marketing. They reinforce the importance of curiosity, ethical growth, and building strategies that mean something.
If you’re looking for more than just another marketing agency and want a partner who understands your challenges and works alongside you to solve them, I’d love to connect.
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