Born between 1996 and 2010, the members of Gen Z have a very different mindset from the generations before them. Especially when it comes to making a choice about college.
Who is Gen Z?
Identifying a need
As an agency that focuses on higher ed, we scour sources for great research on the current generation applying to college. But we found a big gap. There wasn’t specific research on this generation as it pertains to their motivations, communication preferences, aspirations, attitudes, and identities around the college search. So we conducted a research study to do just that.
Our panel
Our national study gathered 1,578 college-bound students representative of U.S. demographics, pulling from every type of race and ethnicity, community, region, educational background, and academic strength. Our sample ranges in age from sophomores in high school to sophomores in college, and hail from all 50 states.
What we found
In addition to learning a lot about how they make decisions relating to college selection, who they are influenced by, and their understanding of the college process, the data we gathered revealed five distinct groups within Gen Z. We’re calling them archetypes, and we believe when you recruit by mindset, not demographic, you’ll get better-fit students.
Meet the five segments of Gen Z
These archetypes outline distinct personalities and values, which inform the way each group thinks about and ultimately selects a college. By examining these archetypes, you can better understand how students consume, interact with, and expect to receive information. This empowers you to create more tailored and meaningful experiences for the best-fit students you’re trying to attract.
Putting the Research to Work
It’s no easy feat to connect with this complex, diverse, evolving audience. Let us help you do it in ways that are both powerful and authentic to your institution. In our reports you’ll find discerning research, thoughtful analysis, and expert thought leadership in a digestible format. But these insights are no substitute for custom market research that is tailored to your institution’s specific needs. Let’s determine if additional custom research can help to achieve your goals and fit within your budget. Reach out to Ologie senior partner, Bill Faust, to discuss this opportunity.
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