Don’t bet on that marketing degree, Gen Z

That marketing job is getting harder and harder to come by for Gen Z graduates as generative artificial intelligence can now do many parts of the job. — Photo by Windows on Unsplash

Companies want to hire recent graduates who pursued business, accounting and finance. Marketing majors need not apply.

Gen Zers, many of whom have grown up marketing themselves and building followings on social media, have gravitated toward the degree in the tens of thousands, according to Handshake, especially the creative side of the field that includes brand building and advertising. The career networking platform, which focuses on undergraduate students, estimates that applications for marketing jobs have nearly tripled since 2021.