As the Millennial generation matures and commentary about it fades from public discussion, a new generation of students is taking center stage on campuses: Generation Z. Sometimes referred to as iGen, Centennials, or the Recession Generation, this new generation has officially been named Generation Z (or Gen Z) by the Pew Research Center (Dimock 2019). This article distills the ongoing conversation about who Gen Z is--and what they want in a college--into practical observations and actionable steps to help institutions optimize the student journey from enrollment to the campus experience to post-graduation outcomes.