MST-MENTALITY: ATTRACTING YOUNG PEOPLE TO SCIENCE AND TECHNOLOGY

Beatrice Boots, Leonie Blom

Abstract


MST-mentality is a communication tool toattract more pupils and students towards STEM. Itcategorizes young people into four different groups (CareerTechs, Curious Generalists, High Techs and Non Techs)each with their own interests and, more importantly, values.This segmentation study therefore differs from traditionalones that usually focus on demographics or lifestyle. Thisstudy has shown that over 76% of young people between 14and 18 years old is potentially interested in a study inSTEM, if they are approached in a way that fits their(subconscious) values. To reach these different groups andinterest them for STEM we need to communicate and teachin ways that relate to the four different types of youngpeople. In The Netherlands over a 200 organisations(schools and business companies) have started working withMST-Mentality and the results are very good: there is largeincrease in enrolment in STEM.Index Terms ⎯  Communication tool, differentiation,mentality, segmentation study.

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