For all the talk about generational divides, there’s some encouraging news for parents of Gen Z teens: your kids are listening. In fact, when it comes to making decisions about life after high school, they’re listening to you more than anyone else.
A recent national survey by Gallup, Jobs for the Future (JFF), and the Walton Family Foundation found that 90% of Gen Z students trust their parents to advise them on their postsecondary plans. Teachers were a distant second at 54%, and social media barely registered as an influence.
This level of trust is an enormous opportunity—but it comes with a real challenge.
Many parents don’t feel equipped to provide comprehensive guidance about the range of education and training pathways available after high school. The conversation often defaults to either going straight into the workforce or pursuing a traditional four-year degree. That leaves out a vast landscape of options, including short-term training programs, registered apprenticeships, industry credentials, military service, or starting a business.
It’s not just parents who feel unprepared. The same survey revealed that even school counselors—professionals dedicated to helping students navigate these choices—report feeling underprepared to advise on the full spectrum of opportunities in today’s changing labor market.
The stakes are high.
While it’s true that on average, workers with a bachelor’s degree earn more over their lifetimes than those without, alternative pathways can also offer strong economic returns. High-quality apprenticeship programs, industry-recognized credentials, and other forms of career training can lead to well-paying, in-demand jobs without the time and cost of a traditional degree. But reliable, clear data on these outcomes is often lacking, making it harder for families to assess the return on investment of non-college routes.
This information gap is especially pronounced for first-generation college students and those from lower-income households. A 2023 JFF and American Student Assistance survey found that nearly one-third of high school graduates not pursuing college said they lacked confidence in knowing the steps needed to transition into a career or further education. Around two-thirds said they would have considered alternative pathways if they had had better information.
But there is reason for hope—and action.
The same Gallup survey found that a single conversation can be transformative. Teens whose parents have discussed a particular career or education pathway with them are about twice as likely to say they’re interested in that pathway. But parents can’t have these important conversations if they don’t know what’s out there.
What Can Be Done?
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For Parents: Start career conversations early and make them a normal part of family life. Ask your children about their interests, and help them see how those can connect to real jobs and educational programs. Share your own career journey—including its twists, turns, and surprises. Visit colleges, explore training centers, encourage summer internships, and look into local community colleges and workforce programs. Resources like How We See Us can also help by highlighting real student experiences and options.
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For Students: Don’t be afraid to ask your parents, guardians, or other trusted adults how they chose their career paths—or what they might do differently. Their stories can offer valuable perspective and open doors you hadn’t considered.
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For Schools and States: Make sure career navigation resources are robust, widely available, and aimed at families, not just students. Counselors need training and resources to cover a full range of postsecondary options, not just four-year college admissions.
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For Employers: Step up as partners in workforce development. Offer internships, apprenticeships, and clear pathways into careers. Engage directly with schools, counselors, and students to help them understand what your industry offers and what success looks like.
Gen Z is paying attention. They want guidance. Parents are in a powerful position to provide it, but they can’t do it alone. By working together across families, schools, employers, and communities, we can help ensure every student has access to the information and support they need to make confident, informed choices about their future.