VOLUME 20, ISSUE 4

JULY 2016

Snapshots
IDEA FILE Realities & Innovations
Consider strategies that
support your enrollment Be aware of the higher education bubble
goals. Page 2 in the United States
COMPLIANCE By Marguerite J. Dennis
Learn how to apply your Many higher education administrators in the United States are still in
knowledge of FERPA on denial that the higher education landscape has changed and what worked in
campus. Pages 6–7 the past will no longer be sufficient to meet the needs of future generations
of students.
MANAGING YOUR OFFICE Increasing costs, stagnant revenues, market shifts, changing demographics,
Build effective work increased competition for international students, and a decline in the public’s
groups. Page 8 trust in the “value” of a college degree have forever changed the educational
landscape in the U.S.
It’s important to remember that for the fourth year in a row the National
MARKETING Student Clearinghouse Research Center has reported a decline in college
Recognize 6 signs it’s
time for a web redesign or Continued on page 3.
redevelopment. Page 9

LAWSUITS & RULINGS Trends

Review summaries of
recent court cases related
to enrollment. Pages 10–11
Get your campus ready for Generation Z
By Joan Hope, Ph.D., Editor
LEADERS & INNOVATORS WASHINGTON, D.C. — If you’ve noticed a shift in your traditional-aged
Brandon Wright, students’ behaviors and expectations in the last couple of years, that’s be-
executive director of cause you’re seeing Generation Z arrive on campus. The first students from
admissions and recruitment this generation started as freshmen in 2013, said Corey Seemiller, assistant
at Southern Utah University, professor of leadership studies at Wright State University; and Meghan Grace,
increased his institution’s new member orientation director for Sigma Phi Epsilon. Seemiller and Grace,
enrollment. Page 12 the authors of Generation Z Goes to College, spoke at the Association of Ameri-
can Colleges and Universities annual meeting.
Generation Z’s members were born between 1995 and 2010, they said. But
generations don’t abruptly start and end, Seemiller said. The dates for when they
start and end are fairly arbitrary, so there’s plenty of crossover in traits between
students who started college in 2012 and those who started in 2013.

Continued on page 4.

© 2016 Wiley Periodicals, Inc., A Wiley Company • All rights reserved

DOI: 10.1002/emt
4  Enrollment
Trends Management Report
Continued from page 1 themselves but not as much of their peers,” Grace
Earlier generations spanned more years than the said. For example, 85 percent of them said they are
more recent ones, including Generation Z. That’s be- loyal, but they perceived only 10 percent of their
cause technology is changing the context of people’s peers as loyal. About 80 percent said they were
lives, they said. thoughtful, but they said only about 15 percent of
Seemiller and Grace brought together data from their peers were thoughtful.
nearly 300 sources to develop a portrait of Genera- ✔✔ Motivation. Gen Zers are strongly motivated
tion Z. Key studies they used were: by relationships: 75 percent don’t want to let others
➢➢ Generation Z Goes to College study, 2014. Col- down, and 75 percent want to make a difference for
lected data from more than 1,200 first-year students someone. They are also motivated by passion, with
born 1995 or later at 15 public, private, four-year 75 percent saying they would advocate for some-
and two-year institutions. thing they believe in. And they are motivated by
➢➢ Innovations Imperative: Northeastern study, rewards: 74 percent are motivated by an opportunity
2014. Studied 1,000+ 16-to-19-year-olds. for advancement, and 74 percent are motivated by
➢➢ CIRP Freshman Survey, 2014. Collected data the possibility of receiving credit. But they are not
on 150,000 first-year Gen Z students. motivated by validation from others or by money.
➢➢ Market research. ✔✔ Religion. Gen Zers’ participation in religion is
➢➢ Youth research. up compared with previous generations. When asked
Members of Gen Z are “far more complex and di- about spirituality, 47 percent said they were religious,
mensional than people give them credit for,” Seemiller and an additional 31 percent said they were spiritual
said. “They’re not just texting.” but not religious. Church attendance is also up dur-
In researching the context these new students on ing young adulthood, with 41 percent saying they
campus operate in and their beliefs, Seemiller and attend weekly religious services, compared with 18
Grace identified the following characteristics: percent of millennials at the same ages, 21 percent
➢➢ Information. These students expect any in- of Generation X, and 26 percent of baby boomers.
formation they need to be at their fingertips. They ✔✔ Political leaning. Gen Zers tend to be socially
don’t have to hope the journal is on the shelf. And liberal but moderate or conservative financially.
if it’s online, they think it must be true. ✔✔ Attitude about the future. Most Gen Zers
➢➢ Connection. Gen Zers are constantly connect- — 60 percent — are optimistic about their future.
ed. They suffer from FOMO — “fear of missing out.”
➢➢ Creative entrepreneurship. Gen Z students Consider the context of Generation Z
believe that sharing can be revenue generating. They
What does the world look like to members of Genera-
see selling as not just for businesses and want to
tion Z? Corey Seemiller, assistant professor of leader-
be their own bosses. They observe examples like
ship studies at Wright State University; and Meghan
Uber, the world’s largest taxi company that owns
Grace, new member orientation director for Sigma Phi
no vehicles; and Airbnb, the world’s largest accom-
Epsilon, said to consider the following:
modations provider that owns no real estate.
•  Eminem and LL Cool J could show up at parents’
➢➢ Disasters and tragedies. The world is a scary
weekend.
place where danger lurks around every corner. With
•  Kevin Bacon has always maintained six degrees
cyberbullying, you can’t even hide behind your own
of separation in the cinematic world.
doors.
•  Their parents’ car CD player is so ancient and
➢➢ Leadership. Students see more women and
embarrassing.
people of color in leadership roles, but they know
•  They have probably never used Netscape as their
those are still the minority. They believe in reaching
web browser.
for their dreams but being realistic.
•  “Press pound” on the phone is now translated as
➢➢ Social justice. The social movements on equity
“hit hashtag.”
and equality matter to Gen Z students.
•  With GPS, they have never needed directions to
➢➢ Finances. Budget cuts are a reality for these
get someplace — just an address.
students. Knowing that getting a good job might not
•  They have never served in the military under Don’t
be easy, they are financially conservative.
Ask, Don’t Tell.
Other findings include:
•  Two presidents have primarily defined their timelines.
✔✔ Personal characteristics. Gen Zers perceive
•  For the oldest, 9/11 happened during their initial
a big gap between their own characteristics and
weeks of kindergarten. ■
those of their peers. “They think pretty highly of

July 2016 © 2016 Wiley Periodicals, Inc., A Wiley Company

DOI 10.1002/emt All rights reserved
Enrollment 5
Management Report Trends
Prepare for Gen Z learning preferences
Gen Z students prefer certain types of learning, said schools had declining arts and music programs, Grace
Meghan Grace, co-author of Generation Z Goes to Col- said. Instead, the students entering college are very
lege. They like: solutions-oriented. For example, they want to address
•  Learning that is practical. homelessness down the street.
•  Facilitated learning. They want to be around others but not work with them.
•  Independent work. The environment should promote hands-on learning. Gen
•  Solo work that leads to group work. Zers don’t like being lectured to three times a week when
•  Setting their own pace. they can probably find the information online, Grace said.
•  Self-reflection. Instead, they like to work at their own pace and use class
They do not prefer: time to connect with peers and their professor.
•  An information dump. The physical space for studying should be quiet and
•  Group work only. clean, and the people in it should be passionate about
•  Creative or imaginative processes. Their K–12 the same things they are, Grace said. ■

That’s a decline from millennials, among whom 89 don’t want the government involved in their lives,
percent were optimistic about their future. whether the issue is gun ownership, abortion, or
✔✔ Technology. Gen Zers spend almost every wak- euthanasia. But they do want the government to
ing moment on technology and prefer multitasking spend money on education.
across up to five screens. They prefer texting over To learn more about Generation Z Goes to Col-
email and phone. But their favorite form of com- lege, visit http://www.wiley.com/WileyCDA/
munication is in person. WileyTitle/productCd-1119143454,miniSiteCd-
✔✔ Role models. Gen Zers’ top role models are JBHIGHERED,navId-812120.html and http://
their parents. Among those surveyed, 69 percent genzgoestocollege.com. ■
named their parents as role models, compared with
54 percent of millennials and 29 percent of Gen
Xers. College officials are used to helicopter parents, Compare millennials, Gen Z
Seemiller said. But now the parents are co-pilots. Generation Z is replacing the Millennial Genera-
That will impact how campuses conduct parent tion among traditional-aged students. According to
and family programs, she said. Parents need to be Corey Seemiller and Meghan Grace, the authors of
included, not just appeased. Generation Z Goes to College, the two generations
compare as follows:
Higher education cost tops Gen Z concerns
When asked about their major concerns, Gen Millennial Generation Generation Z
Zers’ top issues, in order, were:
Socially and financially Socially liberal to moder-
1.  The cost of college. Students expressed fear
liberal ate, financially moderate
that they will be buried under a lifetime of debt for
to conservative
their educations. Their jobs will never pay enough
to cover the debt, and they will not be able to afford More optimistic More realistic
to buy a home because of the student debt. Service-oriented Social change–oriented
2.  Employment. These students were under no Confident (high sense of Confident (self-assured)
illusion they will get a job or keep it. They want to feel self-importance)
passionate about and connected to their work and
“Me” generation “We” generation
want to feel that their work is changing the world.
3.  Racism. Gen Zers said that equality is the right Tech savvy Tech integrated
thing to do and that racism is terrible. They also Facebook to share Instagram to share
wondered why it’s still an issue. “This stuff should
Share Follow
have been over with 70 years ago,” one commented.
4.  Financial security. Many Gen Zers have a “save Pre-scheduled learning On demand/just-in-time
now, buy later” mentality. “You never know what learning
the future holds, so you’d better have money in the Want to learn something? Want to learn something?
bank,” they said. Google it YouTube it
5.  Limitations on personal freedom. Gen Zers

© 2016 Wiley Periodicals, Inc., A Wiley Company Vol. 20, Iss. 4

All rights reserved DOI 10.1002/emt