Gen Z and the Intersection of Their Needs

Presented by Dr. Beth McCuskey, Vice Provost for Student Life – March 9, 2020

Dr. McCuskey’s dissertation was on generational studies, which evolved from the baby boom generation and how that large population affected the United States. As the population started to age, started to have discretionary income, their views of the world were very different than that of their parents and grandparents. In her research, McCuskey looked at how generational studies, in part, can predict the future. 

Generational Studies

• Evolved from Post WWII Demographic Boom—Tends to be U.S. Centric
• As Boomers aged, became a clear target for Madison Avenue
• Some researchers believe there is a 4 generation cycle
• A way to forecast future behavior. Caveat –not a way to forecast individual behavior

• Silent Generation   1925 —1946
• Baby Boomers       1946 —1964
• Generation X         1964 —1980
• Millennials             1980 —1995
• Generation Z         1995 —?

The video titled “Generations” reflects on the events and circumstances that have impacted Americans’ lives beginning in 1963. Generations shift in attitudes and beliefs with shifts in society—dramatic occurrences, such as President John F. Kennedy’s assassination, the Challenger explosion or 9/11. The 2008 recession is a key influencer for today’s Generation Z.

“Generations” Video:

• Youth are admonished by adults
• Cut your hair!
• Quit slacking!
• Put that phone down!
• Generations influence how we work with students and how higher education is organized
• Building boom
• Demise of in loco parentis
• Enrollment management
• Parent organizations exploratory programs

• Fiscally conservative
• Inclusive to the point of advocacy
• Goal/Career driven
• Stable, yet entrepreneurial
• Leads through maximizing individual talents

(Editor’s note: Insert image of Beth’s millennial and Gen Z “Generational Differences” handout here.)????

Generation Z Overarching Qualities

• Fiscally conservative
• Inclusive to the point of advocacy
• Goal/Career driven
• Stable, yet entrepreneurial
• Leads through maximizing individual talents

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