As a former advertising executive, I lived by this principle: know your audience. This advice is still relevant for independent educational consultants (IECs) and the Generation Z students we support and guide.
They Are Digital Natives
Gen Z, born roughly between 1997 and 2012, is stepping into adulthood and shaping our future. This generation, also known as “Zoomers,” grew up in a world filled with digital technology. Their strong connection with the internet, smartphones, and social media has influenced how they learn and communicate, making them true “digital natives.”
Gen Z’s digital skills and expectations have transformed how we assist them in the college application process. The College Board’s move to a digital model is a response to this generation’s comfort with technology. New York City public school English teacher Ariel Sacks noted in a recent Boston Globe article, “It seems to me like they [the College Board] are maybe trying to cater to this generation.”
Gen Z’s quick and efficient way of gathering information mirrors their digital experiences, challenging traditional education and prompting a shift towards more interactive and tech-integrated learning. Colleges and universities are adapting by incorporating advanced technology in their programs. Libraries now support digital learning preferences, and hybrid learning, which became essential during COVID-19, continues to thrive. Online summer programs allow students to balance academics with summer jobs and sports commitments. The digital world is more than just a backdrop for Gen Z; it is a vital part of their identity and interaction with the world.
They Value Authenticity and Social Justice
Gen Z places a high value on authenticity and social justice. Growing up with easy access to information, they can distinguish between real and fake and prioritize transparency. Their awareness of global issues like climate change, racial inequality, and gender rights has instilled in them a strong sense of responsibility and activism.
Gen Z prefers educational environments that demonstrate a genuine commitment to diversity, equity, and inclusion. They are attracted to schools that actively work to reduce their environmental impact and promote a diverse and inclusive community. This generation’s focus on authenticity and social justice reflects their desire for a fairer and more sustainable world.
Gen Z has also played a key role in breaking down the stigmas around mental health. They advocate for openness and robust support systems, recognizing the importance of mental wellness for academic and personal success.
They Are Concerned About Rising Costs
Financial practicality is a hallmark of Gen Z, shaped by economic uncertainty and the student debt crisis. They are keenly aware of the financial challenges of higher education and often seek alternatives that offer a better return on investment. This includes vocational training, certification programs, and colleges that provide significant financial aid and pathways to employment.
Gen Z’s financial awareness influences their expectations from educational institutions. They favor schools that offer practical experience through internships and industry partnerships. Co-op programs, once seen as a “blue-collar” path, are now very popular. Colleges and universities must adapt to these financial realities to meet the needs of Gen Z.
They Prioritize Mental Health and Well-Being
Gen Z has grown up in a world of constant turmoil, from political conflicts to school shootings and climate change concerns, all amplified by digital media. Mental health is a central issue for this generation. John Della Volpe, author of “Fight: How Gen Z is Channeling Their Fear and Passion to Save America,” notes that Gen Z is often stressed, depressed, and anxious. Many feel overwhelmed academically and unprepared for adulthood.
This generation has removed many of the stigmas around discussing mental health, advocating for strong support systems. They seek educational environments that prioritize mental wellness through counseling services, stress management workshops, and peer support groups. Gen Z’s approach to mental health underscores their desire for a holistic educational experience that supports all aspects of their development.
They Seek Personalized Education
For Gen Z, individuality is crucial. They prefer a personalized educational path that aligns with their personal and career goals. This approach values their unique talents and aspirations.
Independent educational consultants (IECs) play a crucial role in helping Gen Z navigate the college search and application process. Offering a personalized experience that matches their digital lifestyle is more important than ever. Understanding Gen Z’s motivations and mindset is essential for IECs to provide effective guidance.
To support Gen Z, we must listen carefully, acknowledge their concerns, and offer tools to manage stress. It’s vital to ask questions, reassure them, and never make assumptions. While we may not always fully understand our audience, we must strive to know them and always empathize.
