College leaders interested in recruiting traditional-age students may be trying to understand how these cohorts may differ from those who came before them, thanks to disruptions from the pandemic. As reports gather swaths of data to uncover the core tenants of the upcoming college student, one may not need to look any further than the habits of their adult learners as a source of inspiration.
As savvy, digital native students gain more data on college prospects, their preferences are starting to mirror adult populations, said Greg Clayton, president of enrollment management services at EducationDynamics, a company that provides marketing and enrollment support services.
“We do not see Gen Z or Gen Alpha as being any different in their preferences of the adult learners that we have been studying for the last 10 or 12 years,” he said. “The things that they’re looking for are fundamentally the same.”
Clayton believes that Gen Z and Alpha learners are as keen as adults on choosing a college based on three vital factors: cost, the speed at which one can complete a degree, and the program’s flexibility. A report from the Princeton Review last March underscores these values, finding that college applicants are increasingly interested in applying to institutions that provide the best career preparation rather than those with the best academic reputation.
The rise of student preference for online learning and emerging digital learning models has acted as a great equalizer for students of all ages, blurring the lines of different student populations, Clayton said. “Age is no longer a predictor of learning modalities.”
Alternative credentials beginning to popularize and even outgain the traditional two- and four-year degree programs are certificates. Students may be partial to these short-term credentials due to their ability to maximize their time, commitment and financial investment. They can usually be completed within a two-year window and at a student’s own pace.
“Learners are looking for fast ways to upskill themselves and credential themselves short of a degree,” said Clayton. “That’s why we’ve seen the rise of certificates and micro-credentials, and you’ve seen many boot camps spawn to address that audience.”
While already gaining traction in the higher education-employer pipeline, there are already signs that digital badges are gaining interest in K12 districts. Greenville County Schools (S.C.) joined the likes of The California State University System and Southern New Hampshire University in a coalition aimed at legitimizing the worth of short-term certificate programs.
Another similarity among students of all different ages today is their preference to balance their academic pursuits with a part- or full-time job. At Weber State University, 85% of students work regardless of age, said Jessica Oyler, vice president of Student Access and Success.
“What’s the funniest thing to me is that we will frequently say our adult learners want to access online or in the evening,” she says. “But nowadays, just as often, those students coming straight out of high school are balancing so much and want the same thing.”
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