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How Gen Z Approaches Decision-Making

Updated 1/12/2021
Young man with laptop on his lap and headphones around his neck
Gain valuable insights on Gen Z’s decision-making process on education and career.

To gain 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, American Student Assistance (ASA) conducted and commissioned (in collaboration with YPulse and Hanover Research) extensive research on these topics.


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.

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