The End of the Traditional Student Era: Higher Ed’s New Enrollment Reality

For decades, the term “traditional student” referred to an 18–22-year-old, full-time student living on campus and largely unencumbered by adult responsibilities. That definition may have been true in the past, but today, it’s holding institutions back. 

Across the country, Gen Z students increasingly look like their older counterparts in how they approach higher education. They’re working while enrolled, choosing flexible learning formats, weighing cost against career ROI, and demanding that programs fit into — not disrupt — their lives. At the same time, adult learners remain a vital audience, and their motivations often mirror those of younger students. 

For enrollment and marketing leaders, the takeaway is clear: Stop relying on outdated labels and start building strategies for the actual students you serve. 

The blurred lines between traditional and adult learners 

Recent Gallup-Lumina research shows that 57% of U.S. adults without a degree have considered enrolling in the past two years, and more than 8 in 10 say they’re likely to do so within the next five years. While adult learners have long valued affordability, flexibility, and career outcomes, these same factors now dominate Gen Z’s expectations. 

Cost concerns are particularly telling, as highlighted by The CIRP Freshman Survey 2024. The study found that 56.4% of incoming first-year students reported some or major concern about paying for college, with even higher rates among Hispanic or Latino (81.4%) and Black or African American (69.6%) students. 

Work and life responsibilities are also playing a growing role. Georgetown University’s Center on Education and the Workforce (CEW) reports that between 70-80% of undergraduate students are employed while enrolled, with about 40% working full-time.  

For many, this isn’t a nice-to-have — it’s the only way they can afford school. 

Why this matters for enrollment strategy 

If your enrollment marketing still segments audiences primarily by age, you’re likely missing the mark. Here’s the reality: 

• An 18-year-old commuter working 30 hours a week and taking hybrid classes might have more in common with a 35-year-old career changer than with a residential peer. 

• Transfer and degree completer students (36.8 million Americans with some college but no credential) are often juggling similar priorities. 

• Both groups respond to messaging that clearly connects program design to life balance, affordability, and employment outcomes. 

The “traditional vs. adult” distinction no longer works for understanding motivations, predicting behaviors, or designing student experiences. 

4 Priorities that span generations 

Regardless of age, today’s students share a core set of expectations that shape their enrollment decisions. These priorities now cut across the full spectrum of higher education audiences. 

1. Affordability 

The Gallup-Lumina report states that finances are among the most influential factors in enrollment decisions for unenrolled adults. Cost is also the top reason adults have stopped out of higher education and a leading reason current students consider doing so.  

Gen Z mirrors this cost-conscious mindset, with many forgoing the traditional four-year route and embracing community colleges or transfer pathways as a lower-cost way to begin their degree journey.

2. Flexible learning programs 

Hybrid, online, and asynchronous options are no longer “adult learner perks” — they’re mainstream expectations. Traditional-aged students now seek flexible schedules to balance work, internships, and other commitments, mirroring adult learners. The pandemic accelerated digital comfort across age groups, making flexibility table stakes for recruitment. 

3. Career outcomes 

The Gallup-Lumina report shows that 60% of currently enrolled students cite expected future job opportunities as a “very important” factor in choosing to enroll. For stopped-out adult students, career prospects were also the top motivator. 

Knowing this, institutions should ensure career outcomes are central to program design, marketing, and student advising. Those that clearly articulate skill alignment, employment pathways, and alumni success stories will attract and retain students. 

4. Work-life balance 

More students than ever are balancing jobs, caregiving, and other priorities with their academic responsibilities. For adult learners, this has always been true, but for traditional-aged students it’s increasingly the norm.  

Institutions should respond by offering flexible schedules, targeted support, and streamlined services that help students balance academics with work and family demands. 

Moving from segmentation to personalization 

The solution isn’t to erase audience differences but to recognize that motivations and needs cut across age lines. Institutions should: 

• Use behavioral and attitudinal data (not just demographics) to inform personas. 

• Map programs to shared priorities, ensuring flexible formats and clear ROI messaging. 

• Equip enrollment teams to surface emerging trends from student conversations. 

• Invest in CRM and marketing automation to deliver personalized, timely outreach. 

The opportunity for forward-thinking institutions 

Institutions that adapt now can capture a larger share of a changing student market. Meeting the needs of today’s learners, who span generations, life stages, and responsibilities, requires more than minor adjustments. It calls for rethinking how programs are designed, marketed, and delivered to address shared priorities and remove persistent barriers. 

Consider the following tactics: 

• Retooling marketing messages to emphasize affordability, flexibility, and career outcomes. 

• Rethinking program delivery models for a mixed audience. 

• Breaking down internal silos between “traditional” and “adult learner” recruitment. 

From outdated labels to modern enrollment strategies 

The traditional student still exists, but they’re no longer the majority. Today’s demand for higher education comes from learners of all ages and circumstances. 

The lines are blurred, and the labels are outdated. It’s time to create enrollment strategies that reflect today’s student realities and anticipate tomorrow’s opportunities.