Yes& Unveils “Gen Z in [ Focus ]”: How a Generation Is Redefining the College Decision

Download the report at: https://info.yesandagency.com/gen-z-in-focus

Yes&, an integrated marketing agency, has released Gen Z in [ Focus ]: How Gen Z Is Redefining the College Decision, a proprietary national study revealing how today’s students are rethinking success, education, and work—and what that shift means for colleges. First presented at the AMA Symposium for the Marketing of Higher Education, the research offers practical guidance for institutions seeking to engage Gen Z.

“Higher education has reached an inflection point—and so has the generation it’s trying to reach,” said Alexia Koelling, Senior Vice President and Higher Education Practice Leader at Yes&. “Gen Z in [ Focus ] gives colleges and universities the insight to meet students where they are and help them build futures that make sense.”

“Gen Z is pragmatic—not anti-ambition,” said Caitlin Moynihan, Vice President of Research. “They’ll work hard for outcomes, but not at the expense of wellbeing.”

College, recalculated: While many graduates still pursue college, Gen Z weighs multiple routes—four-year degrees, trade programs, online credentials, or direct-to-work—based on cost, outcomes, and readiness.

“The question isn’t whether education matters—it’s how and when it fits,” said Heidi Halseth, Lead Researcher. “Transparency, flexibility, and relevance are the trust-builders.”

Four mindsets to watch: Purposeful Learners, Pragmatic Planners, Adaptive Strivers, and Independent Earners—distinct paths united by a desire for autonomy, balance, and real-world relevance.

“This study reflects Yes&’s ongoing investment in proprietary research,” added Koelling. “We’re committed to equipping higher-ed leaders with the insight to make smarter, bolder, more human-centered decisions.”

Source: Yes&

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