The frequently used term “adult students” no longer captures the dynamic, diverse, and evolving population pursuing a degree today. Data from EducationDynamics’ Online College Students and Marketing & Enrollment Management Benchmarks reports show that the average age of learners is decreasing, and that their needs are growing more complex. Whether they are first-generation college students, single parents or veterans seeking to advance their career, these individuals represent what we now define as the Modern Learner. These learners are shaping the future of higher education by driving a demand for flexible, accessible, and affordable learning opportunities that meet their diverse needs. In a recent episode of the EdUp Experience Podcast, Dr. Joe Sallustio, the host of The EdUp Experience, Dr. Melik Khoury, President and Chief Executive Officer at Unity Environmental University and Greg Clayton, President of Enrollment Management Services of EducationDynamics, discuss the trends reshaping higher education and offer insights into how institutions can better serve Modern Learners amidst changing times.
Beyond Traditional Categories
The Modern Learner is not defined by age – it’s a mindset. Gone are the days when “traditional student” and “adult learner” were distinct categories. Today, a diverse range of individuals, from recent high school graduates to seasoned professionals, are seeking education on their own terms. This shift is driven by a fundamental change in how students approach education, influenced by technology, individual aspirations, and an evolving job market.
Modern Learners often juggle busy lives, whether they are working professionals, parents, or recent graduates. Therefore, an education that seamlessly integrates with their personal and career goals has become crucial. They seek learning experiences that fit their unique circumstances, allowing them to pursue their passions and advance their careers.
Regardless of what their circumstances are, Modern Learners are not limited by geographic location or traditional educational barriers. They expect affordable and accessible learning opportunities.
As a result, Modern Learners have redefined the typical adult student profile by prioritizing flexible, career-focused programs that fit into their busy schedules. Traditional models and assumptions about age are no longer relevant, and institutions must adapt to these needs, focusing on providing accessible education that aligns with the personal and professional goals of Modern Learners.
Building a Student-Centric Model
Responding to the needs of the Modern Learner requires higher education institutions to move away from an institution-centric model and embrace a student-centric one. This involves a deep commitment to understanding and addressing the diverse needs of Modern Learners, rather than adhering to outdated practices and structures. Embracing various learning modalities including online, hybrid, and residential programs, while acknowledging the value of each, is paramount. Additionally, by recognizing that online learning is a valuable and equal learning pathway, institutions can provide more flexible, accessible, and relevant educational opportunities that align with the goals and lifestyles of today’s Modern Learners.
We really started to look at each and every one of our subsidiaries for, it didn’t matter how old you were, it was more how did you want to learn?
Dr. Melik Khoury, President of Unity Environmental University
To fully address these evolving needs, institutions must create personalized learning experiences and adapt program structures to accommodate varying schedules and preferences, which will more effectively engage Modern Learners.
Navigating the Challenges of Change
However, adapting to the needs of the Modern Learner is not without its challenges. Many institutions encounter resistance to change, ingrained practices, and varying levels of awareness about the evolving student landscape.
This resistance often stems from a reliance on traditional models, driven by a fear of disrupting established practices and structures. As a result, institutions may hesitate to adopt online learning, resist new marketing strategies, or cling to familiar, albeit outdated, approaches.
It’s amazing how many universities, if you ask them about the cost of acquisition, they would have no idea…Many institutions don’t even understand the concept of you can’t have a regional recruitment and marketing strategy and hope for a national draw.
Dr. Melik Khoury, President of Unity Environmental University
Traditional marketing strategies are becoming less effective in reaching the Modern Learner, as this population responds better to online channels, targeted digital marketing campaigns, and social media engagement. Adapting marketing strategies to better connect with this demographic is crucial. Additionally, demonstrating a clear return on investment is equally important, as Modern Learners make quick decisions—often within one or two weeks—based on the immediate value and benefits of their program choices.
The thinking about marketing and how to market to students has to evolve…The amount of time they want to wait is one to two weeks before, so maybe a month. And that’s it.
Dr. Joe Sallustio, Co-Founder & Host of The EdUp Experience
Embracing Innovation and Iteration
Successfully meeting the needs of the Modern Learner is rooted in building a culture of innovation and experimentation. This involves a willingness to embrace new approaches, learn from mistakes, and continually refine programs and processes to better serve student needs.
A key aspect of serving the Modern Learner is pivoting to shorter, more skill-focused program offerings. By aligning curricula with industry demands and ensuring flexibility, institutions can better support students in acquiring relevant skills and advancing their careers.
We actually don’t care anymore about majors…my faculty doesn’t identify their value based on our majors, but by the disciplines.
Dr. Melik Khoury, President of Unity Environmental University
Beyond adapting program design, Modern Learners also require a positive and supportive learning experience. Investing in technology, enhancing student support services, and cultivating a campus culture that fosters engagement and success are essential components of this experience.
Additionally, prioritizing data-driven decision-making is vital to guiding program development and implementation. By using data to assess program effectiveness, track student success, and inform resource allocation and program design, institutions can ensure their strategies are grounded in evidence rather than relying on traditional methods.
Are You Ready to Attract the Modern Learner?
The higher education landscape is changing, and adapting to the needs of the Modern Learner is essential for success. Embracing innovation, moving away from traditional practices, and prioritizing the student experience are critical components for success in today’s learning environment.
Don’t ask me to be innovative and be bound to tradition, be bound to what has come before me, be bound to pedagogy that is tried and true
Dr. Melik Khoury, President of Unity Environmental University
Flexibility, adaptability, and continuous improvement serve as tenets for institutions successful in meeting the Modern Learner’s needs. Institutions that excel in these areas are more likely to distinguish themselves from the competition. By shifting their governance structures, decision-making processes, and faculty training to encourage innovation and flexibility, they can better meet the evolving expectations of Modern Learners and remain competitive in a rapidly changing higher education environment.
The future of higher education hinges on the ability to adapt. By prioritizing innovation, the student experience, and fostering a culture of continuous improvement, institutions can not only survive, but thrive in this new era of learning. To enter this new era of higher education and elevate your institution’s programs to new heights, reach out to EducationDynamics. Together, we can drive meaningful change and achieve your goals.
