Gen Z at Business School

Gain insights from across GMAC to better connect with and engage the cohort.

Gen Z Students in WinterAccording to GMAC’s Prospective Students Survey, Generation Z (Gen Z) – born between approximately 1996 and 2012 – make up more than half of the candidates considering applying to business school. Watch GMAC webinars, explore our research, and read the latest blogs to learn how to best engage Gen Z in your marketing, recruiting, and programming efforts. 

[RESEARCH] GMAC White Paper – Gen Z in the GME Pipeline: Explain Why It’s Worth It 

What do Gen Zers want from business school? And how does graduate management education fit into their idea of success?


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[GUIDE] Tips for Engaging Gen Z in Marketing and Programmatic Efforts 

This guide offers five tips to graduate business schools about how to adapt their messaging and programming to best suit a Gen Z audience. It includes actionable marketing tips to offer programs examples of how to translate the insights into actual content.

July 14, 2023

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[BLOG] Five Things You Might Have Missed About Gen Z From GMAC’s Annual Conference 

Authenticity, flexibility, and personalization are key themes when crafting engaging messages for a Gen Z audience, according to speakers at GMAC’s Annual Conference.

July 13, 2023

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[GUIDE] Gen Z Email Best Practices: A Guide for GradSelect Users

Meet Gen Zers where they are on their GME journey and digital platforms and introduce relevant content that meets their needs and shares their values.

June 15, 2023

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[BLOG] New GMAC Report Reveals Gen Z’s Ideal Business School Experience 

Understanding Gen Z candidates – and adapting their programs in line with Gen Z’s desires – is a top priority for business schools around the world. 

June 7, 2023

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[BLOG] How Does Gen Z Define Success in Their Future Careers? 

Gen Z’s definition of success means achieving emotional as well as financial goals.

June 7, 2023

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[WEBINAR] Learn To Develop a Winning Email Marketing Strategy 

There’s a lot of talk about Gen Z and their evolving relationship with email. Despite the nay-sayers, email continues to be an efficient and affordable channel to connect with prospective students.

April 25, 2023

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[RESEARCH] GMAC Prospective Students Survey – 2023 Summary Report 

This year’s annual Prospective Students Survey revealed new insights into the motivations and program and career preferences of Gen Zers around the globe.

April 2023

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[BLOG] Six Ways to Boost Your School’s Brand Among Gen Z

Develop a Gen Z-specific communication strategy by incorporating Gen Z’s values into authentic messaging on appropriate channels.

April 5, 2023

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[WEBINAR] Are You Gen-Z Ready?

Discover how this cohort wants to engage with business schools, what media and platforms they respond to, and learn ways to ensure that your brand communication strategy evolves to keep your candidate pipeline healthy.

February, 2023

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