As a former advertising executive, I lived this mantra daily: know your audience. That same directive holds today for independent educational consultants (IECs) and the population we support and guide—our Generation Z students.
They Are “Digital Natives”
As the newest cohort entering adulthood, Gen Z stands on the precipice of shaping our future. Born roughly between 1997 and 2012, this generation has been raised in a world replete with digital technology. Gen Zers are also called “Zoomers,” and rightly so, because they helped typify online education via the Zoom platform.
Within the intricate tapestry that defines Gen Z, their identity as “digital natives” stands prominently. Their lives, seamlessly intertwined with the internet, smartphones, and social media, have fostered unique skills and expectations that have permeated our roles helping them manage the college application experience. The College Board’s recent shift to a digital model is the latest addition to the online college admissions landscape. In a recent Boston Globe article, New York City public school English teacher Ariel Sacks was quoted as saying, “It seems to me like they [the College Board] are maybe trying to cater to this generation.”
For Gen Z, information acquisition is rapid and streamlined, mirroring the immediacy of digital searches to which they are accustomed. This intrinsic characteristic challenges traditional educational paradigms, necessitating an evolution toward more interactive and digitally integrated learning environments. When we visit campuses, we see firsthand how colleges and universities have responded to change by implementing robust technology for students to learn, research, and communicate. Libraries have evolved to support students’ digital preferences. Hybrid learning, borne out of necessity during COVID-19, is here to stay. Summer pre-college programs previously available only as on-campus offerings are a thing of the past; online summer sessions enable students to explore academics and maintain summer jobs and athletic commitments. The digital implications for education are profound, pointing to a need for technologically-advanced learning spaces that foster a sense of participation and inclusivity. The digital realm is more than a backdrop for Gen Z; it is a fundamental part of their identity and how they interact with the world around them.
They Are Committed to Authenticity and Social Justice
Gen Z’s acute inclination toward authenticity and social justice is not just a preference but a pronounced characteristic of their collective identity. Raised in an era where the digital world has provided unprecedented access to information, this generation possesses an enhanced ability to discern authenticity from fabrication and values transparency above all. Their upbringing amidst global conversations on climate change, racial inequality, and gender rights has imbued them with a profound sense of responsibility and activism, and the pursuit of social justice influences their expectations from educational institutions. They are drawn to environments where the commitment to diversity, equity, and inclusion is stated and actively demonstrated through tangible actions and policies on campuses. Educational establishments that authentically engage in these practices, from reducing their environmental impact to ensuring a varied and inclusive faculty and student body, resonate deeply with Gen Z’s core values. Students’ demand for authenticity and a proactive stance on social justice issues by educational institutions reflects Gen Z’s broader aspirations to foster a more equitable and sustainable world.
Fortunately, Gen Z has broken down many of the stigmas associated with discussing mental health, championing openness, and advocating for substantial support systems. They understand the critical role mental wellness plays in overall success and satisfaction, both academically and personally.
They Fear Rising Costs, Including Higher Education’s
The ethos of Gen Z reflects a distinct financial pragmatism shaped by economic uncertainty and an escalating student debt crisis. Their acute awareness of the financial burdens associated with higher education sometimes drives them to seek alternatives that promise a more tangible return on investment. This includes exploring vocational training, certification programs, and colleges offering substantial financial aid, scholarships, and pathways to employment. This financial discernment extends to their expectations from educational institutions, favoring those that not only provide theoretical knowledge but also emphasize practical experience through internships and industry partnerships. We know that co-op programs, which were not long ago considered a “blue-collar” path, are soaring in popularity. The financial savvy of Gen Z compels colleges and universities to adapt, highlighting the necessity for educational models that align closely with the realities of the modern economy and the aspirations of a generation keenly aware of the value of their educational choices. Admissions officers, aware of this inclination, are tasked with stemming the tide. “There are too many students who are anti-college and anti-student loans, and we have to sell the value and admit as many students as we can,” maintains Jason Cloutier, Regional Director of Admission for Xavier University.
They Are on a Quest for Mental Health and Well-Being
Gen Z students have never known life without religious and political turmoil, worldwide armed conflict, school and mass shootings, an opioid crisis, climate change concerns, and more, all amplified through digital media. Not surprisingly, mental health is not a peripheral issue but a central aspect of their lives. “They are stressed, depressed, anxious, and less happy; at any given time, two percent of high school students are considering harming themselves,” says John Della Volpe, author of Fight: How Gen Z is Channeling Their Fear and Passion to Save America. Adding to this depressive and anxious state is “being overwhelmed (academically) and feeling unprepared to graduate (high school), ready to be adults,” says Della Volpe, who, as Director of Polling at the Harvard Kennedy School Institute of Politics, has conducted focus groups with scores of Gen Zers.
Fortunately, Gen Z has broken down many of the stigmas associated with discussing mental health, championing openness and advocating for substantial support systems. They understand the critical role mental wellness plays in overall success and satisfaction, both academically and personally. In response to the escalating instances of mental health challenges among their peers, Gen Z seeks educational environments that prioritize psychological well-being. This expectation goes beyond basic counseling services. Stress management workshops, peer support groups, and initiatives to foster a balanced lifestyle are integral to a supportive educational framework. Gen Z’s approach to mental health reflects a broader desire for an educational experience that nurtures all facets of their development, recognizing that mental well-being is foundational to achieving their full potential. Institutions that respond to this need by embedding comprehensive mental health support into their campus culture are more likely to resonate with and effectively serve this new generation of students.
They Seek Personalization in the College (and Application) Experience
For Generation Z, individuality is paramount. This generation, accustomed to the bespoke nature of digital services, seeks an educational path that aligns with their personal and career aspirations. This approach to education, centered on personalization, acknowledges and harnesses their diverse talents and aspirations.
Most IECs embrace a personalized approach to helping students navigate the college search and application experience, and according to our students, it’s more important than ever to offer Gen Zers an experience as unique as their digital footprint. Understanding the motivations driving Gen Z is a crucial endeavor for IECs, as we are supporting a demographic with markedly different priorities and worldviews from their predecessors—and ours.
How can we ensure that we provide the best guidance? Listen well. Acknowledge the Gen Z mindset and anxiety that may impact decision-making. Recognize when the application experience is overwhelming and provide tools to mitigate stress. Ask questions. Reassure. Assume nothing. We may not always understand our audience, but we should endeavor to know, and always empathize
By Karen W. Long, MA, IECA (MA)