In my previous post in this Progress for WordPress series, I shared my experiences as a teacher at the Fontys University of Applied Sciences. Since January, I’ve been teaching marketing to first-year students—an international group of 18-year-olds. These are the marketers of tomorrow. They’re the ones who will build, optimize, and market websites. They’re the ones who may—or may not—choose WordPress for their projects. And while teaching them, I’ve learned a lot. Not just about how they approach marketing, but also about how they think, work, and interact with the digital world. In this post, I’ll share some of my key takeaways and discuss what this could mean for the WordPress community.
1. They are extremely visual
When I review websites or social media profiles, my instinct is always to focus on content and calls to action. I look at the messaging, the structure, and whether the site is driving users toward a goal. My students, however, see something entirely different. Before they read a single word, they judge the design. The colors, the layout, the overall aesthetic—if it’s not visually appealing, they’re already disengaged.
A website can be flawlessly structured, lightning-fast, and packed with valuable content, but if it looks outdated or unpolished, it doesn’t matter. To them, good design isn’t just a bonus—it’s a necessity. A sleek, modern appearance isn’t something that enhances credibility; it defines it. And that’s an important lesson for anyone building for the next generation of digital consumers.
2. They use different words
One day in class, I casually mentioned a webinar. One of my students raised their hand and asked, “What’s that?” Before I could answer, I glanced around the room and saw nothing but blank stares. Nobody knew. I explained that a webinar is an online seminar, a live session where experts share knowledge and interact with an audience. Their response? “Oh, you mean an online masterclass!”
That moment stuck with me. It wasn’t just a misunderstanding—it was a reminder of how language evolves and how marketing terminology isn’t universal across generations. What seems like common industry jargon to us simply doesn’t resonate with them. And that’s something we need to be aware of—especially in SEO, marketing, and digital communication. If we want to connect with the next generation of marketers and website owners, we need to speak their language, not expect them to learn ours.
3. They love ChatGPT—But don’t always understand It
My gen Z students use ChatGPT for everything (as do I), but they do struggle with critical thinking around AI-generated content. I’ve seen students give presentations based on ChatGPT outputs, only to stumble when asked follow-up questions because they didn’t fully grasp the material themselves. I am not sure how to deal with this yet as a teacher. I have regular conversations with my teaching buddy, who is a highly trained and experienced online marketer lecturer. I am all for working with AI, but I do think that students should know what they’re talking about. I really think that we should train them more and help them with prompt-writing and critical thinking. I am following more training myself to gain expertise on how to test skills and knowledge in this new era with ChatGPT.
4. They are value-driven
My students care about the world—a lot. They feel strongly about the environment, human rights, equality, privacy, and accessibility. Of course, not every student is an activist, but I see a generation that is value-driven. They have strong opinions, they want to make a difference, and they expect the brands, platforms, and technologies they use to align with their beliefs.
Now, are they all passionate advocates for open source? Not quite—yet. But I’m working on it. 😉 The good news is that the core principles of open source—transparency, collaboration, and digital freedom—aren’t far removed from the values they already care about. With the right messaging, we have a real opportunity to show them that open source isn’t just about software—it’s about building a fairer, more accessible, and more inclusive digital world.
5. They are cautious about posting online
Despite the stereotype of a social-media-obsessed generation, my students aren’t the ones constantly posting selfies or sharing their every move online. In reality, they’re more consumers than creators. They scroll through TikTok and YouTube for hours, but as viewers, not contributors. Their profiles? Mostly private. Their content? Carefully curated—or nonexistent.
They follow influencers, engage with big brands, and stay up-to-date with trends, but when it comes to sharing their own lives, they’re selective and intentional. Snapchat is their go-to for staying in touch with close friends, but beyond that, they think twice before posting anything personal online. They understand the permanence of digital footprints, and for many, privacy isn’t just a concern—it’s a priority.
What this means for WordPress
These insights aren’t just interesting—they’re really helpful in understanding and strategizing for WordPress’s future. Let’s examine what these lessons could mean for WordPress’s future.
Design matters more than ever
If WordPress wants to stay relevant for the next generation, it needs to keep prioritizing design. That means beautiful, modern themes and intuitive interfaces. Blocks and patterns are great, but if the final result doesn’t look high-end, it won’t resonate.
We Need to Speak Their Language
If they expect different terminology in marketing and onboarding materials, we need to adapt our messaging—especially in areas like documentation and SEO. If we want to attract young people to our events, we have to make sure that we speak their language, have someone from their age group in the organization.
Value-driven marketing can work
Open source isn’t a selling point for them yet, but privacy, inclusivity, and sustainability are. And these are all things that the WordPress community cares about as well. And, if they understand the benefits of open-source, I think we have a great chance of connecting WordPress to this generation.
WordPress needs to embrace a new kind of creator
The days of everyone having a personal blog are long gone. Many of these young marketers consume content rather than create it themselves. Or at least, they don’t publish it on their personal sites or personal social media accounts. So what does that mean for WordPress? How do we position WordPress as the best tool for the type of content they do want to create?
Adapting WordPress to the marketers of tomorrow
Teaching this new generation of marketers has given me a glance of their perception on WordPress. And that has made me question whether we’re speaking their language—not just in the words we use, but in the way we present WordPress as a tool for creativity and business. Are we aligning with their values? Are we making WordPress feel as intuitive and visually appealing as the platforms they gravitate toward? Are we demonstrating how open-source can empower them in ways they actually care about?
The good news? My students are smart, engaged, and curious. They want to learn (okay, most of them), they want to express themselves, and they care deeply about the world around them. But they also expect tools that feel effortless and visually compelling. They won’t wade through complexity just because something is powerful—they need to see immediate value, both in functionality and design.
If we want WordPress to be their go-to platform, we need to meet them where they are. That means rethinking our messaging, making our interfaces more intuitive, and showing them that WordPress isn’t just a legacy platform—it’s a tool for the future. If we do that successfully, I think that this new generation could actually embrace WordPress, contribute to it, and push it forward.
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