Here are two stats that are making a lot of morning coffees in higher ed taste a little more bitter: Men now account for just 2 out 5 college degrees, fewer than the share women received in 1972. Less than half of men who enroll complete a four-year degree within the expected time frame.
But what’s the story behind these numbers? At April’s Higher Education Male Achievement Collaborative — a joint initiative of the American Institute for Boys and Men (AIBM) and the University of Tennessee, Knoxville — Yes& Lipman Hearne’s Libby Morse (SVP, Brand Strategy) and Alexia Koelling (SVP, Account Management) shared insights from our Gen Z research initiative that shine a spotlight on this issue.
What we found is that across all educational paths — four-year schools, community colleges, or skipping higher ed altogether — young men are focused on one thing: autonomy. They want to feel in control of their futures.
But they define that control differently depending on where they’re headed.
- College-bound men see higher ed as a path to independence, through experience, financial security, and choices.
- Those who opt out don’t necessarily think college is “bad.” Instead, they’re skeptical of its value, wary of its costs, and deeply anxious that they may not be ready for its demands. They want to learn. They just don’t see themselves in a system that doesn’t reflect who they are or what they care about.
And what they care about is real. They’re thinking about “adulting.” They want to build something meaningful, express their creativity (broadly defined), and support the people who matter to them. But they’re also worried — about being unprepared, about the economy, about how AI has sped up the clock.
In a recent New York Times article, one 23-year-old Stanford grad summed it up: “It feels like there aren’t that many years left to do things. If the amount of leverage you have as a human becomes very small, a lot of career paths that don’t pay off for many years aren’t worthwhile.”
That kind of pressure is fueling a major cultural shift.
Enter the Entrepreneurial Era
Today’s young men — influenced by the rise of digital platforms and financial influencers — aren’t just dreaming of jobs. They’re building side hustles, watching videos about passive income, and seriously exploring fields like real estate. Several university reps we spoke with reported a surge in interest around real estate licensing — not because it’s flashy, but because it feels concrete.
While some colleges are promising to “make you a leader,” many young men are asking: What will I own? What will I build?
If education doesn’t offer a clear path to that kind of independence, they’re tuning out. It’s like watching a movie where none of the characters look or act like you — eventually, you stop watching.
The Marketing Challenge: Catching Lightning in a Bottle
So how can colleges connect with a generation of young men that’s skeptical, restless, and already thinking about alternative paths?
It starts by shifting the narrative:
1. Forget the Old Playbook
Leadership development isn’t the hook. Ownership is. Focus on building, creating, and earning. Talk about hands-on learning that leads to real-world ROI — literally and figuratively.
2. Meet Them Where They Are
They’re not on college websites. They’re on YouTube, Twitch, Discord, and Reddit. They’re following finance creators and watching videos about buying their first rental property. Use video and storytelling to show outcomes, not just promise them.
3. Build What They Actually Want
Launch programs that pair students with alumni entrepreneurs. Develop community-based learning partnerships. Offer support services that reflect how young men learn, express emotion, and communicate — which often looks different from traditional academic culture.
4. Acknowledge Their Complexity
Young men “contain multitudes”. They can crack jokes one minute and ask profound questions the next. Don’t fall into the trap of making content that’s either overly goofy or relentlessly earnest. Find a tonal variety that reflects their complexity — real, nuanced, and human.
5. Skip the Delayed Gratification Sermon
With entry-level white-collar jobs disappearing and AI reshaping the workforce, Gen Z can’t be blamed for prioritizing faster payoffs. Lifelong learning may still matter, but it’s not the opening line of the pitch. Start with what matters now, and build from there.
This Isn’t About Taking Sides
Supporting young men doesn’t mean dialing back progress for women and girls. As Richard Reeves of AIBM puts it: gender equality isn’t a zero-sum game.
The best companies have diverse leadership teams. The best campuses should have gender-diverse student bodies, too. When half the population feels disconnected from higher education, everyone loses — economically, socially, and civically.
The Bottom Line
This isn’t just a higher ed story. It’s a cultural and economic one. Colleges that recognize and respond to young men’s ambitions — not as anomalies, but as essential — will be the ones that thrive.
They’ll attract new students, strengthen their communities, and redefine what it means to offer value in the 21st century.
Want to learn more about the Gen Z research that informed these insights? Contact Yes& Lipman Hearne to set up a conversation about the full findings and how they can support your institution’s goals.
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