GMAC Prospective Students Survey – 2025 Summary Report

Overview

The GMAC Prospective Student’s Survey 2025 report continues to explore trends in the candidate pipeline, program preferences, mobility considerations, and career goals. It builds on previous years’ results with more detailed information about candidate interest in artificial intelligence (AI), along with data from new questions about desired business skills and how candidates might feel about a future employer’s position on sustainability. The report also considers candidates’ plans for financing their degree; preferred communication channels; decision-making factors; degree and format preferences; geographic mobility; and preferred careers.

Quick Facts

• What’s New in 2025: Candidates are more interested in hands-on AI classroom experiences, gaining strategic thinking and problem-solving skills, and an employer’s stance on ethical and sustainable practices when entering the job market.
• Communicating with Candidates: Candidates are becoming less concerned with rankings as their research about GME’s return on investment increases.
• Financing Plans: The average GME candidate now plans to fund their degree with more financial aid and less support from their parents compared to pre-pandemic levels.
• Degree and Delivery Preferences: Candidate interest in hybrid and flexible programs declined as preference for both full-time and part-time in-person programs increased.
• Geographic Mobility: The United States and Western Europe remain top study destinations, with candidates in India and Greater China increasingly considering programs at home.
• Career Goals: Consulting, financial services, and technology still top the list of preferred industries to work in following graduation, though there has been a small but statistically significant dip in candidate interest in the tech sector.