If you pay attention to the headlines, prospects sometimes seem bleak for Gen Z. From the pressures of social media to the soaring cost of living, many in this 12-27 year-old cohort feel disconnected from each other and detached from the American Dream. Some feel “completely unprepared” for life, with 25% bringing their parents to job interviews.
However, dig deeper and you’ll find they care passionately about values. More than 80% of college freshmen have volunteered in the last year. They are set to be the most diverse and best-educated generation yet. Gen Z loves local libraries.
In short, Gen Z is a complicated story. Understanding – and even appreciating – the complexities of this generation’s decision-making process is crucial for higher education marketing leaders seeking to attract, retain, and graduate students. So, what are the things that influence Gen Z in making decisions – and how can you make the choice to attend your college or university be one of them?
Gen Z craves human connection. They just don’t know how.
Teens hanging out with friends “almost every day” is down from 50% in the 1990’s to 28%, falling off the cliff in 2010 with the release of the first iPad. They grew up in virtual communities and classrooms, with many failing to develop the emotional regulation and conflict resolution skills they need to build real-life relationships. More than any other generation, nearly 75% of Gen Z’ers report feeling lonely.
Tip: Gen Z is deeply influenced by peer recommendations. These may be direct (student to student in classroom setting) or tangential (fellow members of a gaming community). They both count.
They live life through the algorithm.
Every moment is filled with content tailored to their individual wants and needs. In turn, they expect it. More than 40% of Gen Z’ers will provide their data for a personalized experience and an astounding 62% are willing to pay extra for personalization, which is more than any preceding generation.
Tip: Open your mind to there being not just one right answer. Strategic brand building, awareness, and credibility aren’t just fluff. They directly impact lead generation, conversion, and retention.
Maybe it’s all mental. (It is.)
Gen Z views mental health as vital for lifelong stability and even financial wellness. In fact, half say mental health is their most-considered social issue when choosing a higher education path.
Tip: Promote mental health with the same enthusiasm as you would a coveted degree tract or championship football team.
They get it. Really, they do.
This generation is acutely aware of the challenges they face, the cost of higher education, and the risk of it not paying off. A college degree is no longer a given for even the best and brightest students. Some would sooner bypass it to live life as a llama farmer.
Tip: Don’t assume it’s just a choice between this school or that. Higher education is a promise. Give them real reasons to believe in it again and incorporate it into your marketing strategy.
Successful higher education marketing leaders understand the factors that go into Gen Z’s decision-making process. This understanding allows them to tailor their marketing strategies in a way that can effectively attract and retain students. If you’d like to learn more about how Crawford can help define your next generation strategy, contact us today.