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Introduction
The Parthenon Group surveyed some 3,200 Americans in college or considering enrolling to provide a fresh perspective on increasingly diverse college campuses. The findings led to a framework that separates students into six segments based not on demographics, but on students’ motivations and mindsets.
Recommendations
By using the following six segments, college and university leaders can develop better strategies to reach the next generation of students and help them succeed after graduation.
- Aspiring Academics: Students in this segment most closely fit the picture of the “traditional student.” They are 18-to-24-year-olds with impressive academic profiles, often come from wealthier families, and plan to attend graduate school.
- Coming of Age: Those in this segment are not yet sure what they want to focus on when they “grow up,” but have the luxury of taking time to figure it out. For them, college is about broad academic offerings, an active social culture, and trying a variety of activities.
- Career Starters: Career Starters are extremely job-oriented and use college to advance specific career prospects. These students are focused on life after college. They’re looking for a college that helps them reach their career goals as quickly as possible.
- Career Accelerators: Typically older, Career Accelerators attend college to advance with their current employer or in their chosen industry. These students value nontraditional delivery methods, particularly online courses.
- Industry Switchers: Often in precarious financial positions or unemployed, students in this segment are looking for a new career or field. Industry Switchers value an institution that can connect them with employers and prepare them for their career transition.
- Academic Wanderers: Students attending college later in life, Academic Wanderers aren’t sure what they want out of college but believe obtaining a college credential will open doors for them. They are more likely to be unemployed and potentially have lower incomes.