GMAC Prospective Students Survey – 2023 Infographic

April 2023


This infographic highlights longitudinal trends in program, delivery, and career preferences of prospective students as well as fresh insights into new questions about first-generation candidates, motivations for pursuing GME, and social issues like sustainability and corporate social responsibility. 

Quick Facts

2023 Prospective Students Survey InfographicWhat’s New in 2023?

  • Forty-two percent of respondents view sustainability or CSR as curricular must-haves and are more likely to seek out organizations involved in social good post-GME. 
  • Globally, 79 percent of prospective students are motivated to pursue GME to enrich their lives and develop their potential – 15 percentage points more than the next-best motivator, increasing income. 
  • Forty-one percent of first-generation candidates of first-generation candidates want to pursue GME to support their families compared to 35% on non-first-generation candidates. 

What’s Trending? 

  • Most European candidates continue to prefer business master’s degrees, and interest is growing in the Middle East and Africa. 
  • Interest in online and hybrid programs remains above pre-pandemic levels, with the largest market in North America.  
  • Gen Z candidates’ interest in the tech sector is below the global average and their millennial counterparts.