Does your institution think of millennials when developing communication strategies to attract new students? Knowing your audience well is one of the keys to turning any contact into a conversation that is promising enough to generate new enrollments.
You Millennials are precisely part of the preferred public of educational institutions, a generation that introduced new dynamics to society and the market and that paved the way for other changes that are still ongoing.
Today, millennials are not only students, but also decision-makers in their children's education — especially in online, hybrid learning, and second degree programs. This requires educational institutions to communicate by profiles and interests, combining informative content with complete and flexible digital experiences.
As you read this post, you will get to know better who these groups are and learn how to establish efficient communication with them to ensure the success of your actions and marketing campaigns.
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Who are the called millennials
Millennials are individuals born between 1981 and 1996, also known as Generation Y. Currently, a large portion of this audience is between the ages of 28 and 43 — which means that many are already parents, established professionals or are returning to school. They were the first to grow up with the internet and represent a connected, critical and highly demanding generation in their consumer decisions.
They are also treated as the generation that is changing the world, precisely because they are active in society and in the job market, taking these innovations (and their impacts) to the most diverse areas.
Among some of his characteristics, we can highlight his affinity with technology, his languages and forms of communication, and also his enthusiasm for more balance between professional and personal life (you will better understand the reasons for these highlights later on).
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Why is it important to know how to communicate with millennials
To conquer a new customer, a company needs to know how to connect with this customer, speak their language and present them with products or services that are of interest to them. And this certainly applies to educational institutions and their communication for the capture of students.
The generation of millennials The appeal for this type of attention has increased because it is a generation that grew up in the midst of the transformations that the evolution of technology brought to society. And this, naturally, indicated the need for changes also in communication and interaction between individuals and institutions.
It is also worth bearing in mind that other generations (the so-called generation z or centennials) follow a path that was presented precisely by the millennials. Therefore, not knowing how to communicate with the first group can make your institution have problems reaching the next ones too!
Legenda: Authentic Connection with Millennial Audiences.
How to chat with millennials and get your attention
If you or your educational institution has been in the market for several decades, you probably lived in a time when talking about career success and the importance of a higher education was enough to attract the attention of a young student.
You Millennials, however, are part of the generation that saw their parents "sacrifice" themselves for their careers and many, thanks to this family effort, had a life less divided between studies and work. As a result, they grew up with a clearer sense of balance and strive for it.
This is one of the changes that indicate that in your educational institution you need to know how to adapt your values and proposals to the new vision of what a successful life is. And, more than that, understanding how to communicate this message.
Communication with millennials cannot be done (mostly) on radios, TVs, billboards and pamphlets. There is still room for traditional marketing. But we are talking about a generation that grew up with digital and follows its evolution. Therefore, it is essential that an educational institution also has an active and relevant presence in this environment.
That is, if your educational institution does not know the right means, does not rely on relevant content and does not adopt a language suitable for the digital world, it will not be able to develop assertive communication strategies with millennials and, therefore, conquer new students.
Although millennials are still relevant, it is important to remember that a large portion of new entrants to higher education belong to Generation Z (born between 1997 and 2012). This group requires even more dynamic strategies, with a strong presence on social media, a focus on social causes, short audiovisual formats, and gamified digital experiences. Ignoring this generation can put your institution at a disadvantage compared to its competitors.
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Frequently Asked Questions: How to Communicate with Millennials in Education
Who are millennials and why are they important to educational institutions?
Millennials, or Generation Y, are individuals born between 1981 and 1996. Many are returning to higher education, pursuing second degrees, or making decisions about their children's education. They value technology, personalized experiences, and a healthy work-life balance, making it essential for institutions to update their communication strategies.
How should educational institutions communicate with millennials?
Communication with millennials must be digital-first, personalized, and transparent. This audience prefers engaging with brands through relevant content, interactive channels like social media and WhatsApp, and messaging that reflects their values. An active and consistent digital presence is critical to connect with them.
Why doesn’t traditional marketing work well with millennials?
Millennials grew up in the digital age and are accustomed to fast, interactive, and personalized experiences. Traditional marketing methods like flyers, radio, and billboards often fail to capture their attention. To engage this audience, institutions must adopt a digital tone, relevant messaging, and omnichannel strategies.
What are the most common mistakes when trying to attract millennial students?
Ignoring digital platforms, using outdated language, and relying solely on conventional selling points like job stability or institutional tradition are frequent errors. Millennials seek meaningful, value-driven interactions and expect brands — including universities — to understand and reflect their needs and aspirations.
Are millennials still the main focus, or has Gen Z taken the lead?
Both are key audiences. Millennials remain highly relevant in continuing education and decision-making for younger learners. However, Generation Z (born between 1997 and 2012) is now the primary demographic entering higher education. They expect even faster, more immersive, and socially conscious digital experiences. Effective communication strategies should address both generations accordingly.
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