Leveraging consumer socialisation agents to increase Indigenous student participation in higher education

Purpose Socialisation agents, including family, peers, Elders, teachers, mass media and community networks, significantly influence students’ decisions to pursue higher education (HE). This paper aims to further explore how these agents, within the framework of consumer socialisation theory, act as influential forces at the early stages of the decision-making process, shaping perceptions and providing motivation for Indigenous students’ educational choices. Design/methodology/approach A three-phase narrative inquiry method was used, including autobiographical accounts from students, yarning sessions with peers and one-on-one interviews. This participatory approach centred Indigenous knowledges to inform culturally responsive social marketing strategies. Findings The study identified five key themes impacting Indigenous students’ educational journeys: ecosystem of connection, challenging societal expectations and harnessing untapped potential, determination to pursue and embrace passions, authentic representation and inclusive engagement and expanding access and opportunity. Findings emphasise the need to amplify Indigenous voices and knowledge systems through upstream, midstream and downstream strategies, evolve recruitment efforts beginning in early childhood, and build networks of support to improve access to HE. Originality/value This research contributes to consumer socialisation theory by examining how socialisation agents influence Indigenous students’ educational decisions, using a participatory narrative inquiry approach grounded in Indigenous knowledges. It offers actionable strategies and acts as a call to action for future research in this important field.