What Gen Z Really Wants from College

Gen Z doesn't hate college. They hate the disconnect.

This is a generation that has grown up watching institutions break promises, from governments to healthcare systems to the climate response.

According to a 2023 McKinsey report, Gen Z - dubbed the “True Gen” - has grown up in a world of systemic breakdowns and institutional distrust, from political instability to climate failures. (Unibuddy)

Gen Z is also the first truly digital native generation, bombarded by information via screens, apps and channels, at a scale far greater than any generation before them.

In fact, Gallup found that 49% of college students who considered dropping out cited emotional stress, and 41% pointed to personal mental health. (Gallup)

This generation isn't lazy, confused, or disengaged - they’re burned out, skeptical, and deeply aware of the contradictions around them.

“You’re marketing like every other college. Every other college is like, ‘Look how pretty it is. Look at our drone footage.’ Move away from being corporate and be genuine."

To connect with them, you have to catch their attention…and keep it. This is more likely to happen on TikTok, Instagram, and YouTube rather than your website.

Social media isn’t just where Gen Z spends time - it's where they form trust. A recent survey found that 59% of Gen Z considers YouTube the most trustworthy platform - ahead of legacy media and institutions. (Business Insider)

And the platform shift is real: 51% of Gen Z women now use TikTok more than Google as their primary search engine. (SocialCoach)

Gen Z is also keenly aware of how AI will impact them upon entering the workforce. In other words, they know no one has answers yet - but the disruption is clearly coming.

What Gen Z Actually Cares About

Mental Health Support That Works

In 2023, 76% of college students reported experiencing moderate to serious psychological distress. (BestColleges)

Gen Z isn’t just asking for mental health support—they’re demanding it as a baseline expectation of care and credibility. They've navigated school shootings, a global pandemic, and a world in constant flux. Vague “wellness” campaigns don't cut it.

They want to know: What specific mental health resources are available? How long do I have to wait for help? Is this a place where it's safe to ask for support? Will faculty be part of my support network?

Recent research shows that Gen Z expects colleges to offer robust, accessible mental health services - ideally with short wait times, peer support, and telehealth options.

They want a campus culture that prioritizes well-being, not just academics.

“I didn’t want to go to college after high school. I didn’t want to go back after I didn’t like xxxxxx. And last semester was the first semester I didn’t want to drop out. That was because of support -from professors, mostly. They kept me going.”

Institutions that embed mental health into every aspect of student life-from orientation to graduation-are winning their trust.

Clear, Tangible Paths to Employment

Gen Z is pragmatic. They view college as an investment, and they expect a return.

They want to know: What jobs do your grads get? How soon do they find employment? What do they earn? What real-world experience will I gain before I graduate?

A study titled “How College Education Shapes Career Decision Making in Gen Z” found that 79% of Gen Z respondents identified internships as a critical factor influencing their career decisions. This study also highlighted the significant roles of academic programs (78%), mentorship (82%), and technological skills (68%) in shaping career choices.

This data underscores the importance Gen Z places on practical, hands-on experiences when evaluating educational and career opportunities.

“I met three alumni at the career symposium who were top executives with Econ degrees from xxxxxx. One of them gave me his card and said, ‘When you graduate, call me. You have a job.’ Just because I was a student here.”

Studies confirm that Gen Z values career-focused programs, internships, and partnerships with employers. They're open to alternative credentials and stackable certificates, and they want transparency about outcomes and costs.

Personalization and Flexibility

This is the generation of playlists and pronouns. Rigid, impersonal systems are a dealbreaker. Gen Z expects degree paths that adapt, advising that listens, and systems that reflect their reality. Research shows that Gen Z students expect highly personalized and flexible learning experiences, which can enhance engagement and retention rates

“You can double dip, triple dip, quadruple dip. Most people here are double majors, double minors, or both. Because the liberal arts structure makes it easy—and professors help make it happen."

Colleges that use data to tailor communications, digital experiences, and even curriculum options are seeing stronger engagement and trust. But this engagement must be authentic and human at its core, or it will feel overly systemized and impersonal.

“I’m taking a physics class now, even though I’ve never done physics before. The professor said, ‘Take it. I’ll help you with the homework.’ He sat with me for hours. Now I want to study energy geopolitics.”

Real Inclusion, Not Performative DEI

Diversity in your marketing photos means nothing if it's not backed by lived experience. Gen Z wants institutions to demonstrate real commitments to inclusion, equity, and social responsibility, and they expect to see those values reflected in campus life, policies, and leadership.

“There are going to be issues where we wish they’d do more. But we also have to remember—we’re doing pretty well already. We have LGBTQ students, international students, and different backgrounds on campus. And people want to have those hard conversations.”

A recent survey found that 66% of Gen Z students would prefer a college that proactively supports DEI programs and services. 

Content That Feels Human

Gen Z doesn't trust staged photos or committee-written emails. They want to see real students, real stories, and real campus life-on TikTok, YouTube, and Instagram.

Peer-to-peer content and influencer voices carry far more weight than official marketing. They're much less likely to be visiting your institutional website as their parents are.

Authenticity is critical.

The Trust Gap Is the Real Crisis

Colleges don't just have a value problem-they have a credibility problem. Gen Z is skeptical of jargon, admissions reps who dodge hard questions, websites that bury cost and outcome data, and leaders who talk about “transformation” while slashing student services.

According to a report, 35% of Gen Z individuals generally don’t trust higher education, underscoring the need for institutions to build credibility through transparency.

Every time institutions dodge, dilute, or distract from these realities, trust erodes further.

So Why Is Higher Ed Still Playing It Safe?

Too many institutions are still writing for internal stakeholders-trustees, committees, alumni-while ignoring the actual decision-makers: the 17-year-olds deciding where to apply.

That mismatch just doesn't work.

Gen Z is already asking: “Is college worth it?”

What Needs to Change

If you want Gen Z's attention, you have to earn it. That means:

• Be radically transparent about cost, outcomes, and mental health support.

• Show real students-and how you support them when things get hard.

• Replace corporate-speak with human language.

• Lead with belonging, not legacy.

• Ditch the viewbook-first mindset. Your digital presence is the brand.

The Bottom Line

Gen Z isn't hard to reach-but they are hard to fool. They crave honesty, value nuance, and reward transparency. If your marketing still relies on tradition and polish, they'll see right through it-and scroll past.

But if you meet them where they are, with truth and empathy, they just might lean in.

The future of higher education belongs to institutions that listen, adapt, and act - not just talk.

If you’re trying to bridge the Gen Z gap at your institution, we'd love to talk. This isn't just marketing - it's your future audience deciding whether you're worth listening to.