Yes& unveils “Gen Z in [ Focus ]”: How a generation is redefining the college decision

Yes&, an integrated marketing agency with a specialty in higher education, 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.”

What’s new in the data:

• 70% say mental health shapes their future decisions—ranking it higher than money or time.
• 70% prioritize time for family and friends.
• 69% say having enough money to live comfortably is very important.

“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.”

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

About Yes&: Yes& is an independent, fully integrated marketing agency with more than 40 years of helping purpose‑driven organizations tell better stories, create meaningful change, and drive measurable results. Serving clients nationwide from hubs in Washington, D.C., Chicago, Atlanta, and Philadelphia, Yes& delivers “positivity + possibility” through branding, digital, analytics, media, CX, research, content, events and public relations. Clients include FEMA, Mercedes‑Benz, Disney, the U.S. State Department, Pfizer, Google, and the University of Virginia.