Understand Behavior to Communicate Effectively

By Heather Zimar, Managing Editor, Journals and Publications, AACRAO, Live from #SEM2025

Sol Jensen, Vice President of Northern Illinois University, and Erica Johnson, Senior Consultant and Principal at EAB, presented “Recruiting the Anxious Generation,” drawing from Jonathan Haidt’s book “The Anxious Generation” and large-scale EAB research. They identified and discussed five key traits of the incoming generation of college students with six insights to consider.

1. Always online and highly distracted
2. Increasingly burdened with mental health challenges
3. Values-focused
4. Disengaged
5. Suffering a grit deficit

The presenters pointed out six insights from this research:

1. Students are utilizing many tools in their college search process, including social media, websites, and outreach by colleges.
   
2. Social media is a key college search tool for today’s youth.
   
3. Today’s students are open to digital ads from colleges.
   
4. There is lasting relevance for legacy channels, such as email, college websites, and print mail.
   
5. Many students use AI for search, but few trust it.
   
6. In-person interactions are important to the anxious generation.

Additional Takeaways:

• Communication is more central than ever.
• The anxious generation’s media habits have everything to do with the problems they’re experiencing; understand your own media strategy in that context.
• Legacy channels are a “safe space.”
• The anxious generation is looking for affirmation, reassurance, and support; audit the communications you’re having with students to ensure you’re meeting that need.