Project Untapped Research

Launched on:
September 21, 2023

Together with the United Way of Greater Atlanta and the Technology Association of Georgia's Education team, the ATL Tech Hub commissioned The Armstrong Group to conduct research on the emergent themes and aspirations of Atlanta's high school seniors and college freshmen.

The goal was to hear directly from Gen Z students about how they perceived the landscape of post-graduation opportunities in both technology-related fields and more broadly across industry verticals. We wanted to learn if Atlanta's students were facing major gaps in their ability to access or aspire to certain careers, and to ultimately contextualize these findings in broader national trends for Gen Z in education, career aspiration, and resource barriers. This work was crucial for the Atlanta Ecosystem to engage with its younger voices and to begin the work of creating a future they can see themselves thriving in.


To understand the careers that are most attractive to Atlanta's Gen Z residents, and to analyze how these findinf reflect local and national trends.

United Way of Greater Atlanta
Technology Association of Georgia
The Armstrong Group

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