The Pulse of Higher Ed

Perspectives on Online and Professional Education
from UPCEA’s Research and Consulting Experts

Generation Z, A New Cohort of Adult Learners

Over the past two decades, professional, continuing, and online (PCO) education units of colleges and universities have reaped the rewards of Boomers returning to complete their bachelor’s degrees. As Boomers gave way to Generation X and Millennials, PCO units developed professional master’s degrees to further feed these groups. Now, higher education will soon graduate their first Generation Z’ers. Compared to generations past, Z will have a higher percentage of college educated professionals and be the first generational cohort that was raised in a mobile and wired society.

In addition to the challenges of marketing to Z, units must look to redesigning continuing education to meet this generation’s unique needs. No generation has experienced what they have in terms of the use mobile phones, the Internet, video-on-demand and social media, among other technologies. Thankfully, this generation believes in just-in-time learning and are quite skilled at finding information. Higher education will ultimately have to change its product line and marketing approaches to carefully reach this powerful generation.

Even within Generation Z, there are segments which may influence higher education. There are gender and education differences in the use of social media, ride sharing and entertainment.

Did you know that …

  • There are clear segments that prefer certificates and other credentials based on various demographics, as well as education earned. There are many Gen Z’ers who have a college degree and Millennials in college that believe there is value in earning certificates in the future. In fact, roughly one-fourth strongly value certificates while more than 40% of those with a degree somewhat value certificates.
  • There are generational and gender differences among Gen Z’ers and Millennials regarding specific social media usage. For example, 95% of Generation Z females surveyed have SnapChat compared to 72% of male Gen Z’ers. However, Gen Z females use it 10 times per day compared to less than 6 times for males.
  • Gen Z’ers and Millennials, while heavily dependent on social media, do see email as an official and preferred way to communicate with a college or university. However, the challenge in upstream marketing is often fragmentation of media. UPCEA/Blackboard showed that the generations expect or value multiple types of contact from a higher education institution, including email, a telephone call or through social media. Many would use passive approaches in their selection of an institution (browsing an institution’s webpage, searching online for ratings, talk to family) before even engaging the college or university.

Are institutions of higher education truly prepared for this mysterious generation? Do PCO units have programs, marketing, and delivery in alignment with Z? Are CRM systems in place to manage the digital preferences of Z? Join me as we continue to discuss these questions.

Learn more about UPCEA's expert consultants

Do you need help with your PCO unit or campus? We can help. Contact UPCEA Research and Consulting for a brief consult. Email [email protected] or call us at 202-659-3130.

Trusted by the nation's top colleges and universities, UPCEA Research and Consulting provides the best value in the industry today. UPCEA's industry experts have years of experience in Online and Professional Continuing education - put them to work for you!

UPCEA Research and Consulting offers a variety of custom research and consulting options through an outcomes-focused pricing model. Find the option(s) that best suit your institution.

Learn more about UPCEA Research & Consulting


The UPCEA Difference

Unmatched Experience: For more than 100 years, UPCEA consultants have exclusively served the needs of online and professional continuing education programs. UPCEA consultants leverage their extensive industry expertise to expedite solutions, anticipate upcoming shifts, and offer distinct best practices, effectively aiding clients in achieving their goals.

Cost Effectiveness: As a nonprofit, member-serving organization, we provide unmatched value, allowing you to maximize limited research and consulting budgets.

Action in Motion: Our cadre of experienced, skilled authorities and expert practitioners propels you forward, translating research and consulting into impactful implementation, a distinctive hallmark of UPCEA. Our team of current and former institutional leaders will support you, turning research and consulting into action.

Mission Alignment: Like you, our mission is to enhance and expand educational opportunities and outcomes for adult and other non-traditional learners. We share your values and work in partnership with you to advance access and excellence in education.

Other UPCEA Updates + Blogs

Results of Global Lifelong Learning Study Released

UPCEA supported the Universities Association for Lifelong Learning (UALL)’s comprehensive global study. WASHINGTON (June 18, 2025) – UPCEA, the online and professional education association, today announced the release of an international study, “Making lifelong learning central to university strategy,” conducted by the Universities Association for Lifelong Learning (UALL) and CarringtonCrisp.  UPCEA (alongside EUCEN) is proud…

Read More

New Book Offers Strategic Blueprint for the Decade of the Chief Online Learning Officer

UPCEA and Routledge Publish Landmark Guide to Elevating Online Education Leadership WASHINGTON (June 17, 2025) – UPCEA, the online and professional education association, proudly announces the release of The Chief Online Learning Officers’ Guidebook: A Framework for Strategy and Practice in Higher Education (co-published with Routledge). This essential new volume, co-edited by two of the…

Read More

Navigating Political Headwinds: Online and Professional Continuing Education Units Support of International Enrollment Efforts

Colleges and universities committed to high-quality teaching and research are navigating a growing set of challenges in attracting and supporting international students. The presence of international students on our U.S. campuses enriches the academic environment, fosters global perspectives, and enhances the cultural competency of the campus communities. These learners often pursue STEM disciplines, contributing significantly…

Read More

Celebrating the life of Dr. Pamela Wimbush

It is with a heavy heart that we must inform you of the passing of one of our own. Dr. Pamela Wimbush, a friend, mentor, colleague, and member of the UPCEA’s Board of Directors passed away Tuesday. She will be missed, most acutely by her family and the dear friends she has all over the…

Read More

International-Student Crackdown Escalates; UPCEA Joins Opposition to Broad Changes | Policy Matters (May 2025)

Major Updates International-Student Crackdown Escalates | UPCEA Joins Opposition to Broad Changes After weeks of public sparring, the Department of Homeland Security formally revoked Harvard’s authority to host F-1 and J-1 students on May 22, citing non-compliance with new federal demands around campus protests and DEI programs. More than 6,800 students, about a quarter of Harvard’s…

Read More

Why Credential Terminology Matters in Higher Education and Workforce Development

In the fast-evolving landscape of higher education and workforce alignment, non-degree credentials are surging in popularity. This trend is largely a result of baccalaureate degrees that are not adapting quickly to address more immediate market needs, coupled with a skepticism about the value of the degree. In place of bachelor’s degrees, students are seeking more…

Read More

The Nation's Top Universities Choose UPCEA Research and Consulting

Informed decisions. Ideas that work. The data you need. Trusted by the top universities in the nation.