• by Ray Schultz , July 8, 2022

Baby boomers and Gen Zers have at least one thing in common: Both are pursuing online learning, according to a new study by email marketing firm Emma: “Higher Ed Marketing Insights from Gen Z to Boomers – How to Tailor Marketing For Different Generations.”

In particular, 34% of Gen Z puts a priority on finding a high-paying job, and is now on track to become the best-educated generation in the U.S., according to data from a recent survey by Emma’s parent company, CM Group, and F’inn.

The study also found that 49% of Gen Z gets their news and information from YouTube, and 37% from Twitter -- the highest totals of any generation.

But 37% of millennials obtain news and information from Facebook, although they also use TV news and YouTube to stay informed.

Meanwhile, 87% of baby boomers are concerned about their online privacy — the most of any cohort. 

“Many higher ed marketers are focusing their communication on Gen Z as their primary student population, and this group has unique preferences that require a different approach to messaging than the other generations we looked at,” says Lou Riordan, Director at F’inn.

For one thing, 60% of Gen Z prefers ads that are relevant to their needs and lifestyle, although older generations tend to agree. 

“While Gen Z is the most digitally native generation, every generation that we surveyed has expectations of relevant marketing. With so much competition for attention in the inbox, it is critical that higher ed marketers use insights to guide a tailored approach that delivers relevant and meaningful messaging,” says Sarah Thetford, customer success manager and higher ed specialist at Emma.