The New Education Landscape: Gen Z’s Vision for Practical Education and Career Pathways

In today’s fast-paced world, higher education is going through a significant transformation. Recent research conducted by Savanta reveals that Gen Z is questioning the long-held notion that attending university is the only pathway to a successful career. With Gen Z challenging these traditional beliefs, it has become crucial for universities to adapt and cater to the changing needs of students.

Savanta’s research reveals that UK universities received over 750,000 applications in 2022. These numbers are expected to rise further, with projections indicating that applications will reach 1 million by 2023. In addition, the research highlights that while many still value the university experience, tensions are arising about how education will be delivered in the future. The emergence of apprenticeships at higher levels introduces a compelling alternative for individuals seeking practical, hands-on learning experiences alongside strong academic standards. This is prompting universities to rethink their educational models, blending theoretical knowledge with practical skills to meet the new demands.

According to the Youth Trends Report (2023), Gen Z, the ethical consumers of today, has clear expectations from brands. An impressive 83% of Gen Z individuals want brands to take a stand on social issues. They seek more than just products; they want a meaningful connection. These expectations also apply to the universities Gen Z selects. In turn, it urges universities to recognise that Gen Z students value environmental sustainability, and community engagement and actively seek out opportunities to make a difference.

In a world that is constantly changing, where success is no longer solely dependent on higher education, students are re-evaluating their options. At the MarTech Laboratory, we acknowledge this changing landscape and provide solutions to meet these evolving perspectives. Our primary focus lies in providing hands-on learning opportunities, actively engaging with the challenges faced by Gen Z. We provide students with chances to tackle real-world MarTech challenges, enabling them to develop practical skills and demonstrate their ability to solve complex issues within the MarTech domain.

Through our #6SCommunity we facilitate networking opportunities with industry professionals. Participants can engage in exclusive webinars, guest lectures, and networking events, which facilitate connections with experts and potential employers. Furthermore, we offer micro internship opportunities and career support, with the aim of assisting participants in leveraging their interdisciplinary skills to propel their professional growth.

At the MarTech Laboratory, we strive to ensure that we stay ahead of the curve and continuously meet the evolving needs of Gen Z students. We firmly believe that by doing so, we can empower the next generation of MarTech professionals to thrive in an ever-changing world.

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Voxburner (2023) Youth Trends Report 2023. Available from: Youth Trends Report 2023 [UK] – Voxburner

Savanta (2023) 10 years of student life – how have things changed? Available from: Comms & Convos (

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