The oldest members of Generation Alpha—those born starting in 2010, just when the iPad and Instagram debuted—will begin their college searches in about a year. The ambitious ones already have. If you’re serving on a board or in senior leadership at a liberal arts college, this timeline should get your attention.
I’m not suggesting panic. I am suggesting preparation.
Generation Alpha is the first generation raised entirely in the post-smartphone era. They’ve never known a world without on-demand everything, AI assistants, and personalized digital experiences that adapt to their preferences in real time. They’re also coming of age during significant economic uncertainty, rapid technological change, and fundamental questions about the value and cost of higher education.
This matters for enrollment strategy because the traditional liberal arts recruitment playbook—built around campus visits, viewbooks, and the promise of “transformational experiences”—may not resonate the way it has with previous generations. That has huge implications for the “tech stack” the modern admission office needs to be as effective as possible. But that’s another blog.
What’s Different About Generation Alpha?
Three shifts stand out from the research I am seeing:
First, they expect radical personalization. Not just “Dear [FirstName]” with a little personalized text in the emails, but communication and experiences tailored to their actual interests, career aspirations, and learning preferences. The typical student recruitment campaign won’t cut it. They expect us to learn about them from the start.
Second, they want to see clear connections between liberal arts education and career outcomes. This doesn’t mean abandoning the intrinsic value of liberal learning, but it does mean we need much clearer answers to “what can I do with this degree?” The hand-waving about “critical thinking,” more important than ever, won’t be enough.
Third, they’re digital natives who paradoxically crave authentic human connection that they missed out on during Covid. They can spot performative authenticity instantly, but they’re hungry for real relationships with people who genuinely care about their success.
The Opportunity for Liberal Arts Colleges
Here’s what gives me optimism: Generation Alpha’s expectations play to the historic strengths of small liberal arts colleges.
We’ve always been able to offer personal attention—we just need to demonstrate it earlier and more consistently throughout the recruitment process. The small classes and personal attention that happens on campus should be reflected in how we recruit. That’s hard given the pressures to do more with less.
We’ve always connected liberal arts to meaningful careers—we just need to be more explicit and contemporary about it. Our alumni networks, internship partnerships, and career development resources need to be front and center, not afterthoughts in the admission narrative. We need better data on outcomes to tell better stories. That’s hard too. Colleges have not always been great about tracking alumni from a career perspective.
And we’ve always built communities based on authentic relationships—we just need to ensure the experience these students have when they come for a campus visit reflects the same values we espouse in our mission statements.
Starting the Conversation Now
The colleges that will thrive with Generation Alpha are asking these questions today:
- How does our current recruitment experience reflect—or contradict—our educational values?
- If we promise personal attention once students enroll, does our admission process demonstrate what that actually looks like?
- Or better yet, is the reverse true? Typically, student recruitment is typically very welcoming and personal in the liberal arts college context. Is that the experience current students have once on campus?
- What does our website, communication flow, and campus visit program tell prospective students about career preparation? Are we being specific enough, or are we still relying on abstract promises?
The Work Ahead
This isn’t about abandoning everything that’s worked. It’s about thoughtfully evolving recruitment strategy to serve a generation with different expectations and needs.
The good news? The colleges that start this conversation now—with enrollment leaders, faculty, trustees, and current students—will be positioned to welcome Generation Alpha with clarity and confidence.
The question isn’t whether Generation Alpha will change higher education. They will. The question is whether we’ll anticipate these changes and adapt strategically or react to them under pressure.
I’d rather help colleges think about this now, when there’s still time to be strategic.
J. Carey Thompson is the founder of CVET Enrollment Strategies, bringing 35+ years of senior enrollment leadership experience across admission, financial aid, career services, communications, athletics, and institutional research. CVET partners with private colleges and universities to develop comprehensive, evidence-based enrollment strategies. Learn more at cvetconsulting.com.