Tips for Engaging Gen Z in Marketing and Programmatic Efforts

July 2023


Based on GMAC’s white paper Gen Z in the GME Pipeline: Explain Why It’s Worth It, 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.

Quick Facts

  • Gen Zers have multidimensional needs and aspirations, so they expect programs to speak to both their professional and personal success
  • Gen Zers typically have a sense of what they want but are seeking actionable, personalized next steps
  • Different influencers, like families or university staff, have evolving influence on Gen Z candidates based on where they are in their application process