Under the provocative headline “Sorority girls are cashing in big for their viral rush videos,” The Wall Street Journal notes that “sorority recruitment, also known as rush, has become a social media Super Bowl with massive moneymaking potential for college girls.” One woman was invited to New York Fashion Week after starring in a recruitment video for her sorority, while another was contacted by several brands after starring in a dance video for her sorority at Arizona State University. Brands say sorority affiliations create access to a younger demographic with potential future spending power.
