Boston Higher Ed Leadership Summit [Presentation] - Kim Reid: Follow the Data: Transitioning from Millennial to Gen Z_September 2018

1. Kim Reid, Principal Analyst
Eduventures Research
Follow the Data:
Transitioning from
Millennial to Gen Z

2. 2
Now Enrolling Gen Z
Have you made shifts in practice?

3. Generational Shifts

4. The Song Remains the Same…
…but the generational shifts make for a more complex melody
Source: Eduventures 2007 Report, College Search and the Millennial Generation
“Against this often confusing backdrop, students of the Millennial
generation are doing what college-bound students have always
done: Looking for a “good fit,” looking for and opportunity to
test their skills, to learn and develop, to have fun, and to set
the direction for a productive career and civic life… and
Millennials more typically than not are weighing the college
decision in light of their long-term professional plans: Even
students who don’t know what they want to do professionally
acknowledge the interplay between their college choice and
career success.”

5. The Song Remains the Same…
…but the generational shifts make for a more complex melody
Productive Career
Have FunLearn and Develop
Test Their SkillsGood Fit

6. 6
A Much More Frenzied Enrollment Environment
Application and Admission Trends for First-Time Full-Time Freshmen 2001 to 2016
3.3
5.3
3.8
7.3
2.2
3.3
2.4
4.1
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Public
Private
Public
Private
Applications
per
Enrollment
Admits
per
Enrollment

7. 7
Understanding the Reality of Financing College
Millennials Interested in Public Institutions
Expectations vs. Reality
Grants & Scholarships Only
Loans
19%  in tuition and fees from 1997-2007 (in constant dollars)
Unwelcome surprise amid escalating costs
56%
29%
25%
51%

8. 8
Understanding the Reality of Financing College
Gen Z Interested in Public Institutions
Expectations vs. Reality
Grants & Scholarships Only
Loans
14%  in tuition and fees from 2007-2017 (in constant dollars)
More prepared for a difficult future
38%
48%
34%
41%

9. 9
Demographic Shift Happening Now
Change in Undergraduate Enrollment by Race/Ethnicity 2010 - 2016
-6%
-4%
-2%
0%
2%
4%
6%
Asian Black or African
American
Hispanic White Two or more
races
Race/ethnicity
unknown
International
*First-time fulltime degree and certificate seeking students from NCES
* American Indian or Alaska Native and Native Hawaiian or Other Pacific Islander less than 1% change

10. Gen Z Frames the World Differently
How will this affect their experiences with higher education?
Source: Eduventures 2016 Summit Presentation, Your New Recruiting Class: What are They Really Thinking? Tammy Erickson
Millennials Gen Z (I Gen)
Outlook on life FOMO Defer gratification, no debt
Purchasing Curate, authenticity Rent, borrow, trade
Technology Exceptional use Ubiquitous use
Authority figures Conditioned to advocate Licensed to act
The environment Intellectual conservation Visceral conservation
Relationships Collaborate, connections Compromise, trade-offs

11. What research says about serving Gen Z

12. Gen Z has Different Paths in Mind
21%21% 15%
11%19% 13%
Career Experience Academic

13. 13
Mindsets are Linked to Enduring Personality Traits
Experiential
Interests
Social
Focus
Career
Pragmatist
Exploration
and
Meaning
Career
through
Academics
Grad School
Bound
Extraverted
Agreeable
Emotionally
Stable
Conscientio
us
Open

14. 14
Different Mindsets, Different Learning Journeys
Driver Importance at Application and Enrollment
0%
10%
20%
30%
40%
50%
60%
70%
80%
Appplication Enrollment
Career
Pragmatists
Appplication Enrollment
Social
Focus
Appplication Enrollment
Career through
Academics

15. Work in Phases with Students Mindsets
Opening Conversations
Blind Spots
Opportunities for Support

16. 16
How to Work with Experiential Interest Students
The opening conversation
● Experiential learning opportunities that lead to career-focused outcomes
● Appreciate clearly laid out programs and degree plans
● Sensitive to affordability
Potential blind spots
● Academic coursework secondary
● Not much attention to the social aspects of college
Opportunities for support
● May run into trouble if they find themselves off their intended program path
● Help conscientious, but closed, students negotiate to another path if this arises
● Career support strongly related to experiential opportunities

17. 17
How to Work with Social Focus Students
The opening conversation
● Showcase the defining aspects of your social environment
● How they create lasting friendships
● Support connections and social facility that drive success in the workplace
Potential blind spots
● Good job after graduation almost by osmosis
● Initially underrate the importance of academics and career overall picture
Opportunities for support
● Recognize a lesser degree of emotional stability and conscientiousness
● May need more help getting on track with an academic and career plan
● If social transition goes south they are at high risk

18. 18
How to Work with Exploration and Meaning Students
The opening conversation
● Opportunities designed to help students make a personal impact on the world
● Study abroad and global
● Traditional liberal arts outcomes
Potential blind spots
● Unrealistic attention to career outcomes
● Affordability not top of mind
● At risk of making an impassioned choice without considering ROI
Opportunities for support
● Coach them to direct attention to making an impact on themselves
● Career advising that balances reality with exploration and opportunity
● Advising that takes into account open, searching personality

19. As Demography Shifts, Career Orientation Likely to Increase
Student Mindsets by Access Status
17%
21%
23%
24%
9%
15%
21%
28%
23%
20%
17%
13%
15%
16%
18%
21%
18%
16%
13%
9%
19%
13%
9%
6%
Not access
One factor
Two factors
All factors
Experiential Interests Career Pragmatists
Social Focus Exploration and Meaning
Career through Academics Grad School Bound
Access Factors = First-generation college; low-income; underrepresented minority

20. Articulating Links from Major to Career is Critical
Career Articulation of Majors
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LevelofCareerSupportExpected
Breadth of Professional Interests
Lower
Higher
Narrower
Broader

21. Adopt an Affordability Strategy that Takes the Long View
Perception of Affordability Outweighs Net Cost in Final Enrollment Decision
The 4 Questions Gen Z Asks About College Affordability
• Can I afford to choose this school right now?
• Can I afford the cost of attending over time?
• Can I afford the long-term debt?
• Will it all be worth it?

22. The Way Gen Z Knows Your Institution Matters
Brand Constructs that Tip the Enrollment Decision
Affordable
Fun/Exciting
Spirit School
Diverse
In-State Public
Fun/Exciting
Career-Minded
Affordable
Friendly/Comfortable/Community
Out-of-State Public
High Quality/Challenging
Friendly/Comfortable/Community
Career-Minded
Well-Rounded
In-State Private
High Quality/Challenging
Prestige/Rigor
Career-Minded
Out-of-State Private

23. The Melody is More Complex
Fit for Gen Z
Future-Proof Affordability
Technology Mediated Learning &
Development
Career Articulation
Humanizing
Communications
Personal Pathway

24. Thank you.
ANY QUESTIONS?