As the traditional undergraduate market experiences a slump in the US, it’s imperative now more than ever for HE institutions to adapt and cater to the growing segment of adult learners. However, engaging with and marketing to this type of demographic presents a unique set of challenges and opportunities for university marketing teams.
When the economy dips, job applicants look for ways to bolster their resume. One of the most notable spikes of enrollment for higher education programs in recent history was in the Global Financial Crisis of 2008, which saw a sharp rise in higher education enrollments by 16%. A significant majority of that jump was due to adult learners looking to improve their odds of landing a gig in the dwindling amount of opportunities.
Looking at 2024, for many, it’s a similar situation. The economics of a post-Covid world, with rising inflation, a cost of living crisis, and marginal growth across the globe, is offering higher education a once again unique opportunity. As we see birth rates drop across the US and traditional pathways being questioned by high school leavers, the job-switchers and the upskillers can fill the hole in tuition fees.
Now everyone’s using videoconferencing tools, virtual classes are no longer an alien concept for adult learners and are becoming more and more accessible.
Understanding the adult learner
Adult learners come in different shapes and sizes.
- Career-switchers: Those who are looking for a career change horizontally. They require introductory course content which will open doors for them in different vocations. They likely have developed a skill set from their existing career experience and are looking to apply it in a different field.
- Up-skillers: Those who want to pursue career acceleration. Quite usually they will want to learn something that makes them stand out from other colleagues. A specialization within a certain technology or niche concept highlights them in a tough market.
- Passion chasers: Likely to be the more mature of the lot, these adult learners are excited by learning something that interests them. It is not necessarily a career-informed decision, but one gains self-actualization through education.
- Late bloomers: Because of circumstances earlier in life, these adult learners did not have the opportunity to go to college. Now, they’ve returned to learn and gain the skills they need for the modern workforce.
Tailoring university marketing for the adult demographic
In today’s digital age, adult learners are increasingly found online. For higher education institutions, this means utilizing digital marketing to craft campaigns that resonate with adult learners’ lifestyles and aspirations.
