Gen Z includes people born between 1997 and 2012 and now makes up about one-fifth of the population1. Since 92% of college students are Gen Z2, it makes sense to understand this cohort and determine how to attract them to your college or university.

The first thing to understand about Gen Z is that they are different from previous generations.

This is the first group to grow up with the Internet and cell phones. In fact, nearly every Gen Zer has a smartphone3 which they use 79 times per day4. 

In addition to being constantly connected, a Timely MD report5 found that Gen Z is:

When asked about the stress, 91% of Gen Z state they have experienced emotional or physical symptoms in the past year.

What stresses them out? A myriad of things – mass shootings, immigration, sexual harassment, money, political climate, future of the nation, discrimination, and the pandemic. 

All these things that make Gen Z different are also affecting how they view getting a four-year college education.

A recent report6 found that only one in four Gen Zers believed that a college education is the only way to get a good job, and only half planned to get a four-year education. 

That’s why colleges and universities need to start getting creative to change the Gen Z mindset. Here are a few ideas to consider.

Change What You Offer

Students used to choose a college because having its name on their resume was all they needed. Gen Z wants more. They go to college to get social mobility, opportunity, and to learn how to be their own boss.

To meet these wants, colleges and universities should work to prepare these students for their future. Which could include things like:

  • Mentorship
  • Business-building skills
  • Mapping potential professional advancement opportunities
  • Experiential learning

Generally speaking, Gen Z gravitates toward practical majors with less emphasis on the humanities.

Immerse Students in the Greater Community

Gen Z wants to be part of the community in which they live. Not only do they want to feel like they have a role in their school, but they also want to find a connection within the school’s community. 

To attract Gen Z, universities need to show how they will be:

  • Part of a community
  • Celebrated for who they are and what they accomplish
  • Part of the progress of the school, the local economy, and their future communities

Understand Their Activism

The very same issues that cause Gen Z stress also ignite their passions. They want to take on social and environmental issues and look for communities that share their belief system.

When choosing a school, Gen Z considers whether the environment will support them in their passions in a safe and welcoming way. 

Colleges need to show Gen Z how attending their institution will help them make an impact and build a better future. One way to do this is to offer classes and programs dealing with social change and community engagement.

Provide Support Services

Gen Zers aren’t looking for fancy dorm rooms and expensive student lounges.

Instead, they want to find the support they need to thrive in college. This includes the standard academic advising, tutoring, and financial aid counseling. But it also goes further. 

Possible options include:

  • Career exploration
  • Mentoring
  • Graduate school admissions assistance
  • Networking training
  • Academic workshops
  • Cultural enrichment activities
  • Telehealth services

A popular support service desired by Gen Z is financial literacy education.

For more information, read: What Financial Aid Directors Need to Know About Gen Z College Students

The 2022 Investopedia Financial Literacy Survey7 found that although half of Gen Z has begun investing, only one-third could explain the stock market. Plus one out of three Gen Zers feels they only have a beginner’s understanding of basic financial management. 

Because Gen Z will be the largest generation within the decade and have more buying power than Millennials and Baby Boomers combined, it is essential that they have a strong financial understanding.

Since Gen Z is seeking this financial wellness knowledge and support, having something like the iGrad platform in your college package will be an attractive selling point.

By understanding Gen Z and catering to their wants and needs, universities can still attract Gen Z despite their declining interest in higher education. To learn how to include iGrad as an incentive to attract Gen Z, see how some universities are approaching financial wellness. 


1 - https://www.statista.com/statistics/797321/us-population-by-generation

2 - https://educationdata.org/college-enrollment-statistics

3 - https://blog.gwi.com/chart-of-the-day/98-percent-of-gen-z-own-a-smartphone/

4 - https://www.statista.com/statistics/1050339/average-unlocks-per-day-us-smartphone-users/

5 - https://timely.md/blog/generation-z-college-students/#how-higher-education-can-support-gen-z

6 - https://universitybusiness.com/gen-z-leery-of-4-year-degree-paths-surveys-show/

7 - https://www.investopedia.com/financial-literacy-survey-5223919