Higher education leaders today must successfully connect with the Silent Generation, Baby Boomers, Gen X, Millennials, and Gen Z all at once. While individuals who share an alma mater will also share many common ideals, they can be worlds apart in the ways they connect with their institutions. Meanwhile, stereotypes muddy the waters. We'll share usable insights about the actual—sometimes surprising—behaviors, preferences, values, and platforms of choice of generational cohorts and subsets, drawing on an ever-evolving AI-driven insights tool reflecting the views of 230 million consumers. And we'll share a look at comparable insights extracted specifically for one of the country's largest public research institutions, illuminating nuances and variations that go beyond generational differences.



Learning Objective 1:
Differentiate between challenges of framing or positioning and challenges rooted in true generational divides and replace inherited notions about generational behaviors with up-to-date insights based on real data



Learning Objective 2:
Understand options for developing and customizing data-informed audience targeting strategies and messaging toolkits