Our proprietary study is full of new insights, and debuts at the AMA Higher Ed Symposium on Tuesday.

Of all the challenges facing higher ed, learning how Gen Z understands, values, and ultimately chooses whether to pursue higher education is one of the more pressing. That’s why Yes& embarked on a year-long primary research study to evaluate the priorities, considerations, influences and decision-making criteria of the Gen Z cohort.

We explored the major forces reshaping the future of work and education and then took our hypotheses straight to the source: high school juniors and seniors. In this preview, we’ll highlight the four segments we identified and how they’re making decisions about higher education now.

Yes& Gen Z In Focus Segments

Our research indicates Gen Z isn’t following a straight line from high school to higher ed; they’re building a web of options. Some are still all-in on college. Others are taking a beat, stacking credentials, or diving straight into the workforce.

While we anticipated the cohort would vary in their intended path, we were struck by the difference in the “why” behind their decision. We found that the “why” splits across four distinct mindsets uncovered through national survey and focus-group research with high school juniors and seniors. Read on for more about these critical differences in motivation and decision-making.

The Moveable College-Bound: “I had to be convinced.”

Roughly one in three current college-bound students fall into this “on-the-fence” category. They chose college, but only after weighing cost, employability, and their personal readiness. Compared with those who’ve always planned to go, they’re less trusting of institutions and more likely to choose affordable, nearby options.

The Moveable Non-College-Bound: “I might come back, just not now.”

They’ve opted out for now, often citing affordability (54%) or believing they can gain skills elsewhere (38%). They’re not anti-education; they’re anti-risk. Their version of success includes learning on their own terms, often through work or training first.

The Always College-Bound: “This was always the plan.”

For this group, college remains synonymous with opportunity. They’re motivated by career security, skill building, and the “college experience,” 46% say that campus life itself was a major draw. But even here, value is part of the calculation; they want purpose and payoff.

The Always Non-College-Bound: “I’m good without it.”

These students never planned to enroll and they’re confident about that choice. Over a third (36%) say the cost isn’t worth it, and over a third believe their chosen careers don’t require a degree. Still, they share many of the same aspirations as their peers: financial stability, meaningful work, and a balanced life.

Across All Segments:

Despite their different paths, Gen Z high schoolers share one common thread, a redefinition of “success.”

• 73% say doing work they’re passionate about is very important.

• 70% value work/life balance as a marker of success.

• 69% define financial success as being able to live comfortably — not lavishly.

They’re not rejecting education; they’re rewriting what “education” means. And that’s changing how, where, and when they choose to learn.

Want to See the Full Picture?

There’s so much more to explore, including emotional drivers, trust dynamics and the evolving definition of what’s “worth it.”

You can join us for our session “Redefining Value: What Gen Z Wants After High School” at the AMA Higher Ed Symposium, where we’ll be joined by Gabriel Welsch from Duquesne University to reveal exclusive research data and insights and learn how Duquesne embedded Gen Z values in their marketing and offerings.

You may also register for our whitepaper to see how these mindsets reshape everything from marketing language to program design, and how institutions can reconnect with a generation that’s both skeptical and hopeful about the future.