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Higher Ed Marketing Insights from Gen Z to Boomers: How to Tailor Marketing for Different Generations

Emma by Marigold

Reaching your diverse constituents with the right message takes more than one great idea. Everyone is unique, and the more you know about who you are reaching, the better you can tailor your message to fit their tastes, needs, and preferences. For higher ed marketers who often communicate with a wide range of individuals - such as students, parents, faculty, alumni, donors and more - understanding these differences can help in creating audience segments and custom messages that will be more relevant and more effective.

Why Generational Marketing Matters

Different generations have grown up with varying communication styles, technology, and expectations. What resonates with Gen Z might not work for Boomers, and the strategies you use for alumni might differ from how you reach prospective students. By tailoring your messages to fit the preferences, needs, and habits of each generation, you’re more likely to capture attention and drive action.

What Motivates Each Generation?

When it comes to education, each generation values it differently. Gen Z is shaping up to be one of the most educated generations, with a high emphasis on future income and career growth. Meanwhile, older generations like Gen X and Boomers prioritize job fulfillment over high-paying roles. Universities can tap into these motivations by crafting tailored messaging that resonates with each audience segment. For example, prospective students may be drawn to messaging that highlights innovative research opportunities and campus life, while alumni might respond better to content focused on giving back and supporting future generations. By understanding the motivations of each group, universities can create more personalized and impactful communication strategies.

Personalized Subject Line Examples:
For Prospective Students:
"Discover Your Future at [University]: Cutting-Edge Research & Vibrant Campus Life"

For Alumni:
"Support the Next Generation: Your Impact as a [University] Alumnus"

For Parents of Prospective Students:
"Why [University] is the Perfect Fit for Your Child’s Success"

For Donors:
"Your Gift Today, Their Bright Future, Tomorrow"

For Current Students: "Maximize Your Experience at [University]: Resources & Opportunities You Don’t Want to Miss"

Pro Tip: Utilize data analytics to segment your audience and deliver targeted messages that align with where they are in their career and what their current interests are. Gen Z might respond well to programs focused on skills that boost employability, while Boomers may appreciate offerings emphasizing lifelong learning and personal fulfillment or connect with their nostalgia surrounding their days at your university.

Meet Your Audience Where They Are

Communication is key, but the preferred methods differ depending on the generation. Gen Z loves video content—especially YouTube and TikTok—Boomers still tend to rely on more traditional media like TV news or legacy social media platforms like Facebook, and Gen X typically prefers text-style messages. While email remains the most consistent choice across generations, younger audiences are more likely to engage with social media or text-based communication.

Pro Tip: Mix up your marketing channels. You can’t rely solely on one approach, especially if you’re trying to reach both students and alumni. Think about incorporating video content into your emails, or engaging students with SMS campaigns. An integrated marketing strategy that utilizes messaging across digital, social, and traditional platforms can enhance engagement and ensure a cohesive brand presence, a feat that is hugely important for universities. See how the University of California Santa Barbara used Emma by Marigold to help with their brand consistency, here.

Privacy & Trust: Building Relationships in the Digital Age

Younger generations, especially Gen Z, are more aware of online privacy concerns than ever before. They want to know how their data is being used and are quick to dismiss organizations that are being too creepy with their information. Boomers may be more skeptical of online communication, so reassurance about privacy and trust is essential.

Pro Tip: Transparency is key for building trust across generations. For younger audiences, consider offering personalized, content-driven advertising that meets them where they are, while for older generations, emphasize the security of their data.

Takeaways for Higher Ed Marketers:

Know your audience. What works for one generation may fall flat for another.
Diversify your channels. Email is great, but younger generations might prefer texts or social media.
Lead with trust. Privacy and data security are top concerns, especially for older generations.
Make it relevant.Personalized messaging that speaks to each generation’s values and goals will always perform better than a one-size-fits-all approach.

By keeping these generational preferences in mind, you’ll be better equipped to connect with your diverse audience—whether you're looking to boost enrollment, engage alumni, or encourage donations. Keep evolving with the times, and your marketing will stay relevant, effective, and engaging. Interested in learning how Emma by Marigold can streamline your higher ed marketing efforts?

Request a demo here