Capture Higher Ed
Recruitment Reimagined

Screen Time: 
Understanding Generation Z

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“The aim of a generational study … is not to succumb to nostalgia for the way things used to be; it’s to understand how they are now.” 

Generation Z … a rising population of some 65 million young people who, by 2020, will account for 40 percent of U.S. consumers. They are digital natives. Internet, smartphones, apps and tablets have been around for as long as they can remember. Their default expectation is for interactions and transactions to be effortless and seamless. They seek empowerment; they value authenticity. And now they want to go to college. 


Or do they?


In Screen Time: Understanding Generation Z, Capture Higher Ed’s Sean Hill looks deep into his daughter’s generation and its prospects for college. And what he learned is that the college search for Gen Z is not guaranteed. How did this come about? Is it fear of student loan debt? Is it the uncertainty of an economy that can’t actually guarantee a job for a college graduate? Or is there more to this than meets the eye?

– Jean M. Twenge, American psychologist