Episode: 605

Episode Title: Time for College to Evolve

Traditional college recruiting messages just aren’t resonating with Gen Z. Here’s where they’re going wrong, coming up next on The Perna Syndicate.

Ep 605 show:

Thanks for tuning in to The Perna Syndicate today! We’ve been talking all week about why young people aren’t choosing college. 

One thing the Gates Foundation research found was that traditional recruiting messages, like “go to college to find yourself” or “become a more cultured person” simply aren’t resonating with the highly pragmatic Generation Z. This is in line with Gen Z’s aversion to debt, which factors largely in their decision making. 

Not only that, but colleges need to start speaking the right language. For example, participants in the study did not understand that the term “postsecondary education” refers to education after high school. 

Finally, when respondents were presented with a list of 15 priorities they wanted to achieve over the next several years, “getting a college degree” placed dead last. Topping the list were life goals like “being in a good place emotionally” (87%), “feeling financially stable” (85%), “earning more money” (80%) and “being able to spend time with family” (78%). 

If colleges can’t make the case that what they offer can help young people attain these lifestyle goals, enrollment will continue its downward spiral. 

One thing is clear: the education marketplace has evolved rapidly—and it’s not done. To effectively serve the next generation of learners, colleges and universities must evolve as well.

Thanks for listening to The Perna Syndicate this week! As always, feel free to get in touch with me at MarkCPerna.com with any comments or questions. I’m your host, Mark Perna, and we’ll see you back here next week for more on The Perna Syndicate. Take care!