We Interviewed Gen Z so You Don’t Have To (JK)

By Heidi Halseth Insights

Much more than the study of the latest slang is required to understand Gen Z. This is the first generation in history to grow up with all of humankind’s combined knowledge only a few clicks away. Fact-checking and internet searches are second nature. Answers are, and have always been, at their fingertips. This instant access has shaped a generation’s outlook and skill set, and as effective marketing to Gen Z members has become more and more essential to institutions of higher learning, we wanted to understand this cohort better.  

The Yes& Lipman Hearne team developed a four-phase research project we called Future Plans of Gen Z through the Lens of Culture. The idea was to begin by taking the temperature of Gen Z’s social climate, then explore how cultural drivers and touchpoints influence their mindset relating to higher education, careers, and general aspirations.   

Phase 1: Key Cultural Drivers   

We began with secondary research, including social trend research, workforce studies, and scholarly articles. Through our research, we identified Gen Z’s information-seeking habits, workplace values, and higher education beliefs. This groundwork revealed seven significant drivers, highlighting how Gen Z members view their world:  

  1. The experiences of Gen Z Americans are framed through a political lens.   
  1. Establishing boundaries is a priority to maintain their mental health and work-life balance.    
  1. They are technologically driven (and fearless), so it’s little surprise that they fully embrace remote work.  
  1. They want greater control and customization. Certificates, stackable credentials, open access, and employer programs are more attractive education pathways for Gen Z members than a traditional degree.  
  1. Gen Z members see layoffs and AI as threats to their future career stability. 
  1. While they have unprecedented access to information, they often don’t know which sources and information to trust.  
  1. Two-thirds of Gen Z members feel that it is very or extremely important to work for employers that share their values.  

Phase 2: Insights from Focus Groups   

In the second phase, we conducted 90-minute virtual focus groups with high school seniors. These conversations allowed us to dig deeper and pull-out quotes and themes that illustrated individual attitudes, concerns, and aspirations. Groups were divided into sets of 4-5 participants each, representing diversity of gender, ethnicity/race, and geography. We further categorized the participants by these short-term goals:  

  • Not planning on attending college after high school  
  • Planning on attending a two-year college program  
  • Planning on attending a four-year college or university  

These focus groups provided valuable insights on how Gen Z members view their future:   

  1. Regardless of their future plans post-high school, most participants were excited about achieving independence.   
  1. Gen Z members define success as achieving contentment, comfort, and a healthy work-life balance.    
  1. While Millennials embrace blending work and life, Gen Z members seek clear separation between work and life.   
  1. Finance is a concern for Gen Z. Participants emphasized the importance of being able to afford not just life’s necessities, but also their personal “wants.”   
  1. Gen Z members want to have a sense of ownership in their careers. Whether it be entrepreneurship or autonomy at work, turning a passion into their career is a priority for them.   
  1. Skills that participants called out as being important for achieving success in life include communication, interpersonal skills, and problem-solving.   

Next steps   

Phase 1 and 2 consisted of secondary and small-group research. Our next phase will consist of a nationwide survey launching in Spring 2025 to explore the cultural drivers and motivators uncovered so far. This survey will allow us to explore trends across different audiences. Following this survey, the Yes& Lipman Hearne team will conduct deep-dive focus groups across key audience groups. These focus groups will unpack the insights learned from the survey and allow for richer context around those findings.   

Eager to know more like we are and stay in the loop when the next phase of research is complete? Sign Up Here.

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