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Who We Are 

At Yes& Lipman Hearne, we bring decades of insight and strategy to every step of your journey in higher education. Our research-driven approach gets to the heart of what matters, enabling colleges and universities to better understand and engage with the students they’re trying to reach.

Our Research  

We’re diving deep into the Future Plans of Gen Z Through the Lens of Culture, looking at how today’s cultural landscape is shaping their views on education, careers, and the world around them. This is your chance to be part of the final stages of this groundbreaking study! We want your questions to help us uncover the insights that matter most. Share your ideas in the form below, and let’s shape the future of higher ed together!

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Future Plans of Gen Z Through the Lens of Culture

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Phase 1: Secondary Research

We identified key cultural drivers shaping Gen Z’s outlook, such as: 

  • Political polarization affecting daily life. 
  • Higher education costs often outweigh perceived value compared to real-world experience. 
  • Demand for flexible work and better work-life balance.  

 

“I think being able to live comfortably and have the time to do the things that I want to do is a big factor.” – 4-year College Bound Student 

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PHASE 2: Focus Groups

Direct feedback from Gen Z revealed important concerns, such as: 

  • A strong desire for independence. 
  • Concerns over affordability and financial security. 
  • Career goals focus on ownership, autonomy, and turning passions into professions.
     

“Being able to have my own curriculum that I can teach to others, being able to branch out and work with new things rather than what is set out for me to do, is appealing.” – 4-year College Bound Student

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PHASE 3: Gen-Z Survey

In our next phase of research, we’ll be taking the identified trends and our learnings from the focus groups to understand what impact these cultural drivers are having on their thoughts on their future – and how it influences their post-high-school education plans. In January 2025, we will further explore Gen Z beliefs on a larger scale with a survey with our target audience, Gen Z high school students and recent graduates ages 16+. The student sample will account for Census Region, gender, race/ethnicity, and household income. 

Have a question for Gen-Z that should be included in our survey? Submit now for a chance to get your questions answered! We’ll follow up with you if your question makes it in! If you don't have a question but still want to be in the know when results come out, just enter your email.

Deadline for questions: November 25, 2024.  
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PHASE 4: Deep Dive Focus Groups

Be part of shaping the future of higher ed marketing! After the survey, we'll host in-depth focus groups with key audience segments to bring even more depth and context to our findings. The insights from this research, along with a special webinar, will arrive just in time to inform your 2025-2026 marketing strategy. Stop by our booth to learn more and see how we can start supporting your goals today! 

Our Work

UMass Amherst Foundation

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UVA Darden School of Business

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Thought Leadership