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How Gen Z Approaches Decision-Making

American Student Assistance (ASA) is the national nonprofit committed to helping today’s teens and young adults make informed decisions about postsecondary education and career pathways. Beginning in mid-2020 and through April 2021, ASA conducted and commissioned (in collaboration with YPulse and Hanover Research) extensive research and gained valuable insights into the digital lives of Gen Z, their decision-making process about education and career, sources and resources for information (e.g., online research, parents, school-based experts, and social media), and the roles of influencers at various stages of their lives.

In addition, this whitepaper includes detailed findings based on ASA’s research comparing current high schoolers’ education plans and motivations with those of high school graduates, as well as implications.

Download Full Whitepaper

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