Parent Power: How Gen Alpha Parents will Shape College Choice

About the Episode: 

In this episode, Jaime and Day Kibilds, VP for Strategy at Ologie, explore Ologie’s study on the parents of Gen Alpha, exploring the implications for higher education marketers and institutions. This episode examines the defining traits of Gen Alpha, the pivotal role of technology in their lives, and the profound impact of their parents on their educational choices.

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Understanding Gen Alpha: A New Chapter Begins

Gen Alpha, defined as those born between 2010 and 2025, is the first generation to grow up entirely in a world dominated by digital technology. As the children of predominantly millennial parents, they represent the most diverse and largest generation ever, a group that has already begun to make its mark on the world. As Dayana Kibilds shared, while Gen Z paved the way for digital integration, Gen Alpha expects it. They have grown up with smart devices as a natural extension of their lives, making their relationship with technology uniquely seamless.

But technology isn't their only defining trait. The COVID-19 pandemic has also shaped their formative years, particularly in the way they interact with their families. With many spending crucial developmental years at home during lockdowns, the family dynamic for Gen Alpha has shifted towards a more democratic, inclusive approach. Parents of Gen Alpha children tend to involve their kids in decision-making processes, from meal planning to larger family decisions, fostering a sense of agency and self-awareness from an early age.

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The Role of Parents in College Choice: A Shift Towards Partnership

As higher education marketers look ahead, understanding the evolving role of parents in the college decision process is crucial. The study by Ologie revealed that parents of Gen Alpha are more than just caretakers—they are partners, coaches, and mentors. They approach their parenting with a focus on teaching values such as respect, kindness, and honesty, aiming to raise empathetic and independent adults.

What’s particularly noteworthy is that while parents of Gen Alpha see great value in higher education—70% believe in its strong value—they are also inclined to let their children make the final decision. This shift towards a partnership rather than a hierarchical relationship means that universities need to rethink how they communicate with both students and their parents. Parents are not just a secondary audience; they are a primary influence and should be treated as such in marketing strategies.

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The Importance of Financial Communication: Addressing the Middle-Income Gap

One of the study’s most significant findings was around the perception of college affordability. While 92% of high-income parents believe college is affordable, that number drops drastically for middle and low-income families, with only 37% and 24% respectively sharing that belief. This disparity points to a crucial gap that universities need to address, particularly for middle-income families who may not qualify for need-based aid but also cannot afford to pay out-of-pocket.

Kibilds highlighted the importance of early and effective communication with parents about the financial aspects of college. With nearly half of Gen Alpha parents not having a college degree themselves, many are not saving for their children’s education. This lack of preparation could significantly impact first-generation students, making it imperative for higher ed institutions to engage with these parents early on and provide clear, accessible information about financial planning for college.

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Preparing for the Future: How Higher Ed Can Adapt

As Gen Alpha continues to grow, their relationship with their parents will evolve, but the foundational dynamic of partnership is likely to remain. For universities, this means that successful engagement will require a shift in how parents are viewed—not as a secondary audience, but as a critical part of the recruitment and retention strategy. Institutions that take the time to understand the needs and concerns of Gen Alpha parents and provide them with the tools to guide their children will be better positioned to attract and support this new generation of students.

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Key takeaways for this episode include:

• A look into the demographic and psychographics of Gen Alpha and their parents – and why that’s significant for higher ed marketers today.
• Insight into Gen Alpha’s parents, their influence on their children, and how their approaches to parenting and education differ from previous generations.
• An understanding of how Gen Alpha parents perceive the value of higher education and the factors influencing their attitudes towards affordability and necessity.
• Tips for reaching Gen Alpha’s parents – both from a channel perspective and a messaging perspective.

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Tune in to this episode for a comprehensive look at Gen Alpha and the evolving dynamics of higher education marketing. Whether you’re an educator, marketer, or parent, this discussion will provide valuable insights into engaging the newest generation of learners and their influential parents.

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Ologie’s Parents of Gen Alpha Study

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To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for Confessions of a Higher Ed CMO in your favorite podcast player.

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Connect With Our Host:
Jaime Hunt
https://www.linkedin.com/in/jaimehunt/
https://twitter.com/JaimeHuntIMC

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About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Talking Tactics and Higher Ed Pulse. 

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.