The Pulse of Higher Ed

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

Increasing Millennial Interest in Alternative Credentials

As Millennials continue taking over the workforce as the nation’s largest generation, it is important to take note of upcoming trends for this cohort of people — specifically with regards to the educational routes they each take. While it is clear that college enrollment rates are rising, with its peak being in 2010 when 70% of high school graduates enrolled in college for the graduating year, recent studies have shown that the typical college baccalaureate degree is losing its appeal. With so many Millennials attending college, the bachelor’s degree has become “the minimum requirement… for getting even the lowest-level job.” As a result, researchers have found that students, specifically those of younger generations, have sought to earn alternative credentials either in place of or in addition to the typical bachelor’s degree.

In a recent 2017 Blackboard survey, it was found that the majority of Millennials (ages 21 to 35) exhibit strong interest in earning certifications and/or badges in the future. More specifically, 72.4% of Young Millennials (ages 21 to 25), 65% of Middle Millennials (ages 26 to 30), and 66.4% of Old Millennials (ages 31 to 35) show moderate to strong interest in earning certifications and/or badges. This evidence suggests that there is increasing interest and curiosity among younger Millennials toward alternative credentials.

Download the full report.

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

AI Payoff vs. the Web: What It Means for Higher Ed

When the New York Times ran a piece in August pointing out that companies are throwing billions into AI with little to show for it, I had déjà vu. It took me right back to the late 1990s, when everyone thought the web would change everything overnight. It did change everything—but not before years of…

Read More

Justice Department Threatens College Funding Over DEI Policies; Administration Requests Detailed Admissions Data | Policy Matters (August 2025)

Major Updates Justice Department Threatens College Funding Over DEI Policies; Administration Requests Detailed Admissions Data The U.S. Department of Justice has issued guidance warning that colleges and other federally funded institutions could lose federal support if they continue certain diversity, equity and inclusion (DEI) practices. The DOJ’s new memo flags a sweeping range of campus…

Read More

Expanding Institutional Capacity for Credential Innovation through Business and Community Partnerships

Higher education is rapidly changing. The 2025-26 academic year will be the first in which the number of fully online undergraduates surpass those who are fully residential.1 In particular, interest and innovation in workforce-related programming and credentials continue to surge, with this market emerging as one of the fastest growing in higher education. Two-thirds of…

Read More

UPCEA’s 2025 Online Education Benchmarking Report Provides Vital Data for University Leaders

Second annual study provides new KPI benchmarks around enrollments, finance, and budget, explores the impact of AI, and provides strategic recommendations for online leaders to thrive in these uncertain times.  WASHINGTON, D.C., ISSUED AUGUST 12, 2025…UPCEA, the online and professional education association, today announced the release of a new research report, “Benchmarking Online Enterprises: Insights…

Read More

How to Build Strong Employer Partnerships to Support Student Success

Now, possibly more than ever, it is critically important for colleges and universities to engage with employers for the benefit of our students. Higher education is facing an unprecedented time. The demographic cliff is upon us, the current political environment has led to policy whiplash and has upended funding sources for research. Our campuses have…

Read More

Artificial Intelligence is Non-Negotiable for Higher Education Marketing and Enrollment Management

Why Institutional Leaders Can No Longer Afford to Wait on AI adoption The clock is ticking for higher education institutions that haven’t fully embraced AI. What was once an experimental advantage in marketing and enrollment has quickly become an urgent necessity. AI has firmly established itself as an operational imperative across diverse industries, with the…

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.