The Pulse of Higher Ed

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

Looking at the New Learner

Recent Center for Research and Strategy studies have explored different facets of today’s new learner. Explore these studies for details on how your institution can best meet new learners’ needs. 

The Six Personas of the New Learner: Changing Motivations and Situations of the New Learner Landscape (with Thinking Cap)

As we move into the future, the adult learner will become more and more important. However, there are many faces to the adult learner. UPCEA collaborated with the Thinking Cap Agency to unmask some of these segments. While there are certainly older learners, professional learners and others, we focused on the Generation Z and Millennial segment of adult students. The analysis revealed that six personas that tended to fall on gender and age cohort lines. The study shows that the six personas rely on social media differently, as well as have different preferences and motivations, all of which are critical for institutions of higher education to reach and communicate more efficiently with them in the future.

Supporting & Retaining the New Professional Learner (with Salesforce.org)

Today’s new adult and professional learner is very different from past generations. However, our systems and processes to respond to students and especially inquirers have been built to previous generations. UPCEA partnered with Salesforce to better understand the intersection of people, processes and technology as it pertained to the adult learner of today and of the future. The research that we jointly conducted identified that today’s adult learner demands greater accessibility to the resources of the college or university, as well as expects immediacy and flexibility to their needs. As a result, colleges and universities need to leverage the tools of technology and automation and weave in the human element at critical junctures. This requires deliberate planning, creating a student-centered process and having a strategy for engagement.

Today’s Disengaged Learner is Tomorrow’s Adult Learner (with StraighterLine)

Over the past decade, higher education enrollments were steadily declining, but at a slow and almost unnoticeable rate, with the likely reason being increasing tuition, lower disposable household income and not necessarily a significantly improved product to justify the cost increase. Students today expect greater value and a higher return on investment. The pandemic accentuated this problem with the value equation thus forcing many students to the sidelines, primarily 18 to 22 year-olds. With over 37 million Americans with some college but no degree, higher education has an opportunity to re-capture their lost students. However, value, messaging and relationship management will have to improve. UPCEA and StraighterLine embarked on a research initiative to better understand this disengaged student to help institutions reconnect with them to help fuel a new economy and contribute in new ways to society.

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.

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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…

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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…

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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…

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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…

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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…

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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…

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