Ambition September 2024: A new era in education

Who are the Gen Zers? Precise definitions vary, but Generation Z typically includes those born between 1996 and 2010. Given that the average age of students on top‑ranking MBAs ranges between 27 and 30, this puts Gen Zers firmly in the frame as likely applicants for MBA programmes in around six years’ time.

So how – if at all – will their experiences and expectations impact executive education? For Dr Anastasia Kynighou, MBA director at Manchester Metropolitan University Business School, the key characteristic of Gen Zers is their relationship to digital technology; as she notes: “we are dealing with people who have lived their entire lives in a digital space”.

However, digitalisation has also created an expectation of instant gratification because “this generation can get what they want straight away, largely due to access to the internet and other apps on their smartphones”. This has implications for education, according to Kynighou, as students are less accustomed to reading a textbook and taking time to evaluate the content.

Yet, Gen Z has access to more information than ever before, literally at their fingertips, enabling them to easily research institutions online. “They’re also more concerned about the value of education,” Kynighou comments. Institutions must work harder to convince potential applicants that there is value, not just financial but also in terms of career opportunities and progression, in their MBA programme.

The post-MBA expectations of Gen Z will be different too, says Kynighou. Gen Zers “operate at a faster pace and are more comfortable moving around,” she remarks, so they’re less likely to remain loyal to an employer and “more inclined to prioritise their own needs”.

The changing nature of the MBA

Given these characteristics, how will MBA programmes need to adapt? According to Kynighou, the sector is already seeing more demand for micro-credential routes. She adds that “the big thing that’s going to change is flexibility”, with Manchester Metropolitan having developed its own hyflex room to support this.

“Other changes will come in terms of the curriculum,” explains Kynighou, “and embedding sustainability is a must” as Gen Zers have more environmental awareness. Moreover, the UN’s sustainable development goals encompass work and industry, so sustainability is “not just about the environment, but about aspects of business life too”.

She maintains that inclusivity will also be essential to the MBA curriculum, as many Gen Zers are used to “growing up with people who are different – and they embrace that”.  

To read and/or download the full article, please see the September 2024 issue of Ambition magazine