Gen Z enthusiastically embraces the convenience of digital interaction. More than half say they feel uncomfortable being offline for even a few hours, and over 60% expect digital technology to shape their daily interactions with brands and institutions.
Yet, skepticism remains high. 38% of Gen Z say they trust companies—making them the least trusting generation and reinforcing the need for authenticity and transparency in every interaction.
Understanding Generation Z
Make no mistake: authenticity is a defining priority for Gen Z. In fact, 73% say they will only engage with brands they perceive as authentic—ranking it as one of the most important factors in their decision-making.
If authenticity matters when purchasing everyday products, it matters even more when learners are investing thousands of dollars—and years of their lives—into higher ed. In other words, to attract prospective learners, institutions must lead with authenticity.
The key to authenticity is personalization. Today’s consumers—especially Gen Z—expect experiences tailored to their needs. In fact, 71% expect personalized interactions, and 76% become frustrated when content isn’t relevant. Most also expect organizations to understand their individual needs and preferences.
Gen Z, in particular, recognizes the value exchange behind personalization, and are often willing to share data in return for more relevant, meaningful experiences.
So, how can institutions skirt that line? How can they convey authenticity in personalized messaging while driving home targeted messages that lead to increased enrollment, better co-curricular engagement and more invested alumni?
How to Connect with Gen Z: 3 Keys to Authenticity
Here are three key insights from the hundreds of colleges and universities that have leveraged Modern Campus Message to deliver hyper-personalized texts, Modern Campus CMS to personalize their websites and Modern Campus Involve to engage students in relevant co-curricular opportunities.
What do they all have in common? Supporting higher ed institutions in understanding how to communicate with Gen Z.
1. Capitalize on Gen Z’s mobile-first mindset
Smartphones are obligatory for Gen Z, irrespective of gender, ethnicity, geography and even socioeconomic status. As previously noted in our blog post about using text messages to boost student GPA, the average Gen-Z student actively engages with their phone for four hours and fifteen minutes every day for their digital communication.
Institutions have already used texting to their advantage. The CollegeBound Foundation found that 90% of students responded to staff’s texts within 24 hours, and only 1% opted out. What’s more, institutions have used Gen Z texting to increase students’ engagement with academic advising, re-enroll students who stopped out and boost persistence among part-time students.
2. Align outreach to Gen Z’s consumer behaviors
Digital natives’ decision-making habits and preferences are shaped by their internet and mobile experiences with products and services. So, institutions can only benefit by learning from these behaviors and trends:
Gen Z tends to be highly informed consumers. Their communication style involves researching and weighing their options before making a buying decision.
What that means for colleges & universities: Prospective students will compare their higher ed options by visiting many university and college websites. Current learners will want to research their options for co-curricular programming and course scheduling before committing.
Gen Z places high importance on brand ethics and corporate responsibility, even more so than Millennials.
Why that matters to higher ed: Students will pay close attention to your mission statement, DEI initiatives and accessibility options.
Gen-Z is highly influenced by social media platforms, more so than any other generation.
Lesson learned: Prospective students will seek opinions from influential students and alumni. Current students will check your social media accounts for news and information that may influence how they engage with opportunities inside the classroom and out. This is important to keep in mind if you're wondering how to connect with Gen Z.
3. Nudge, don’t nag
As explained in Unlocking the Power of Text-Based Nudging, nudging is broadly defined as “coaxing or gently encouraging someone to do something.” In the context of education, nudging is specific communication that helps move a student through their educational journey.
Nudging students can start with genuine curiosity, with staff seeking to better understand a student’s challenges, interests and goals—all of which can help staff better customize their next message.
As Richard H. Thaler and Cass Sunstein wrote in their 2008 book, aptly titled Nudge, nudging should be guided by three basic principles:
1. All nudging should be transparent and never misleading.
2. It should be as easy as possible to opt out of the nudge, preferably in as little as one click.
3. There should be good reason to believe that the behavior being encouraged will improve the welfare of those being nudged.
By aligning an effective communication with Gen Z’s preferences and habits, colleges and universities can attract more prospects, convert them toward enrollment, better engage their current students in co-curricular and academic life and maintain stronger relationships with alumni.
How to Engage Gen Z Students with a Personalized Approach
Discover today's best practices for delivering personalization at scale.
Last updated: June 27, 2023
