Yes& Unveils "Gen Z in [Focus]": How a Generation Is Redefining the College Decision

Nov. 18, 2025

Yes&, an integrated marketing agency, has 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.

Alexia Koelling, Senior Vice President and Higher Education Practice Leader at Yes& said:

“Higher education has reached an inflection point—and so has the generation it’s trying to reach. 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.

Caitlin Moynihan, Vice President of Research said:

“Gen Z is pragmatic—not anti-ambition. 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.

Heidi Halseth, Lead Researcher said:

“The question isn’t whether education matters—it’s how and when it fits. 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.

Koelling added:

“This study reflects Yes&’s ongoing investment in proprietary research. We’re committed to equipping higher-ed leaders with the insight to make smarter, bolder, more human-centered decisions.”