From Cringe to Click: What Gen Z and Gen Alpha Can Teach Us About Enrollment Marketing

Let’s stop pretending all teens are some mysterious, moody monolith. That old stereotype doesn’t hold up anymore, especially with what we know about how they think and behave today.

Recent research from TeenVoice shines a light on how different 13-year-olds and 18-year-olds are—not just in age, but in how they use social media, how skeptical they are of marketing, and what grabs their attention. The gap is massive, and it’s a huge wake-up call for anyone trying to reach them.

Here’s what science tells us about why teens aren’t just older versions of kids but are actually leveling up in how they think and engage:

1. Scrollers vs. Searchers

Younger teens mostly scroll social media for entertainment and fun; it’s their playground. Older teens, on the other hand, use platforms as tools for research and decision-making. They’re looking for real info, not just distractions. If your content isn’t easy to find or useful, it’s like you don’t exist to them. This fits with what Pew Research has found: nearly half of teens say they’re online almost constantly, but the way they use social media evolves with age toward more purposeful searching and information gathering (Pew Research Center, 2024).

2. Teen Skepticism Is Real and Growing

Adolescents don’t just blindly accept marketing messages. Their brains are developing the ability to question, analyze, and outright reject advertising that feels fake or manipulative. This skepticism comes from both cognitive development, when teens begin to think more critically and realistically, as well as social factors like peer influence and natural resistance to being sold to (Buijzen, 2009; Lumen Learning, n.d.).

3. Peer Stories Carry Weight

When teens hear stories from other students, real people with authentic experiences, it resonates more deeply than any slick ad campaign. Peer influence shapes decision-making significantly during adolescence, sometimes even more than adult advice. This isn’t just about risky behavior; positive peer stories can guide teens toward safer, smarter choices, too (Chein et al., 2011; Gardner & Steinberg, 2005).

4. Authenticity Isn’t Just a Buzzword

Gen Z, especially, are human BS detectors. They crave brands and messages that are honest, transparent, and aligned with their values. Authenticity builds trust, engagement, and loyalty, straight up. If your marketing feels forced or fake, they’ll scroll right past. This is backed by research showing authentic content generates way more engagement and lasting connections with young people (QuirkBank Media, 2025; History Factory, 2024).

5. The Brain Changes a Lot Between 13 and 18

The teen brain isn’t static. At 13, many teens are still developing concrete thinking and emotional regulation. By 18, their prefrontal cortex, the part responsible for reasoning, impulse control, and decision-making, is much more mature. This means the way you communicate with a 13-year-old will be very different from how you reach an 18-year-old who can think abstractly and critically. Treating them like the same audience is a recipe for missing the mark (National Institute of Mental Health, 2022; American Academy of Child and Adolescent Psychiatry, 2023).

What does all this mean to you if you work in enrollment marketing, admissions, or financial aid? Here are five takeaways.

• Younger teens hang out on social media mostly to chill and have fun. So, if you want to catch their attention, keep things light, entertaining, and visual. Older teens want to dig in and figure stuff out. Make sure your info is easy to find and answers real questions, they’re not here to waste time.
• Don’t try to sell with flashy slogans or over-the-top hype. Teens are sharp and skeptical. If your message feels fake or manipulative, they’ll tune out fast. Instead, be straightforward and honest, show them you respect their smarts.
• Peer stories aren’t just noise, they’re gold. Real testimonials or student voices will hit way harder than any polished ad. Let your current students share their genuine experiences. That kind of authenticity influences teens more than anything else.
• Authenticity isn’t a trend, it’s a must. If you want teens to trust and stick around, your marketing must feel real. That means ditching corporate jargon, being transparent about what you offer, and aligning with values that matter to them.
• Remember, a 13-year-old isn’t just a smaller 18-year-old. Their brains and decision-making skills are still growing. Tailor your messaging for different age groups, simple and engaging for younger teens, more detailed and logical for older ones. One-size-fits-all won’t cut it.

Dive into more insights into teen behavior in the 2025 E-Expectations Report

If you want to see how these attitudes play out in college planning, what platforms students are actually using to explore colleges, how they interact with school websites, what makes them click (or ghost) your outreach, and how AI and privacy concerns are shifting the game, you need the latest data from the 2025 E-Expectations Trend Report.

In the full report, you’ll find answers to questions like:

• Which digital resource do students trust the most for their college search?
• Is email still alive (spoiler: yes), and what role does it play?
• What are the make-or-break features for a college website?
• Who’s using AI tools, and what do they really want from personalization?
• Which social platforms drive engagement, and why?

If you want real, actionable insights, not just another “state of Gen Z” report, this report is your roadmap!

And if you are curious about the TeenVoice data and want to dive into, read the TeenVoice research here.