Gen Z is Here. Is Your Education Strategy Ready?

In Walden, Henry David Thoreau famously said: “Every generation laughs at the old fashions but follows religiously the new.” In education and in educating adult learners, there is always the desire for the novel and new, especially for each generation coming into the workforce. According to the World Economic Forum, Gen Z is on track to make up more than 30% of the workforce. So how are organizations preparing for this seismic shift and the reality of expectations and preferences that are different from previous generations?  

Generational changes force many organizations to consider how they craft professional development programs for this new cohort of learners. For associations, many of whom work to elevate the professional practice of their members through a variety of educational offerings, there is a growing and urgent need to figure out the right instructional design and approach for Gen Z. This is especially resonant when you consider the appetite for professional development among Gen Z professionals. Smithbucklin’s recent research report, Unlocking Value for Members: Perceptions and the Evolving Role of Associations, notes that early-career members place an even higher value on professional development and credentialing (77%) than their late career counterparts (73%). And when it comes to mission, associations must think deeply about their responsibility in how they develop the next generation of professionals within their industry, field, and professional practice.   

Associations are wrestling with how to focus content and activities for the Gen Z workforce. The use of technology, and the right technology, is of paramount importance. Using AI in education and training efforts is the expectation for early career professionals. The 2024 Talent LMS Report noted that nearly half Gen Z workers surveyed prefer AI guidance over traditional managerial advice. The obvious takeaway is that Gen Z values technology and its role in their professional development differently. And perhaps unsurprising, Top Employers Institutes HR Best Practices 2024 Survey reported that Gen Z respondents first and foremost want professional development opportunities. So, with the understanding of the appetite for development and need for integrated technology, what should associations think about when building their learning strategy for this new generation of adult learners?   

Here are a few key things to keep in mind as you consider your next gen educational strategy: 

• Build for digital natives: Gen Z grew up with computers and smartphones and expect the latest technology to be integrated into their learning experience. Associations have made strides with the integration of technology and implementing AI tools as part of different learning modalities. In particular, we see course content curation using tools like Notion AI, virtual assistant tools for “ask the expert,” and automated moderation for online learning communities. There is certainly a lot of room to maneuver in taking a thoughtful approach to integrating the use of AI tools for the Gen Z learner.  
• The wrapper counts: This generation is very visually oriented. Gen Z learners respond well to visually stimulating content like videos and interactive engagement.  
• TL;DR (Too Long, Didn’t Read): Gen Z is used to consuming “bite-sized” content online, and they expect the same from their learning experiences. Content needs to be concise, focused, and engaging to resonate with this generation. When designing education for Gen Z, it’s smart to break long courses into smaller lessons; use formats like video clips, quizzes, or quick-read guides; and let learners track their progress in smaller milestones. 
• Prioritize active learning: Focus on social and peer learning as a best practice in designing curricula. Gen Z learners thrive in active learning environments that include case-based and hands-on learning.   
• Just for me!: Learners want personalization. Associations have a huge opportunity to personalize content and learning activities in sync with Gen Z learner preferences. By facilitating more lifelong learning goals and journey design, associations can tailor and personalize learning. This may take the form of personalized interest-driven learning plans based on member profile, which provide career guidance and professional development recommendations.  
• Have a higher purpose: Gen Z wants to feel inspired and make an impact on the world. “Mission-based” learning connects their education to a positive social impact. For associations, this may mean designing curricula around the challenges ahead for their members’ profession and practice.  

These ideas are fairly straightforward and may be familiar to people working in education, but they’re essential for helping associations continue to provide valuable education programs for their changing membership.  

Meet the Author

Peter Finn

Head of Education and Learning Services
Smithbucklin