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white paper 2023
The Effects of Marketing Initiatives on High School Students' Higher Education Decisions


Glacier is a youth marketing agency with over a decade’s worth of experience in the higher education industry. Our team are experts in the youth marketing field, and keep up with everything related to Gen Z. In order to do so, we conduct regular research projects to have a deeper understanding of how to effectively advertise to Gen Z.

In March 2023, Glacier surveyed 1,000 high school students in the United States to gain deeper insights into the factors that affect their higher education decision-making process and the effectiveness of marketing strategies.

In this document, we will present our 2023 findings as well as evaluate and give context to the results. We will also make comparisons between this report and our 2022 research.