The Royal Society has announced a $40 million fund designed to attract global research talent to the U.K.
The Faraday Fellowship “accelerated international route” will provide up to $5.4 million per academic or group willing to relocate to British universities and research institutes, over a period of five to 10 years. The society said that it would be willing to consider larger awards “in exceptional circumstances.”
Adrian Smith, president of the Royal Society, said that international science was “in a state of flux with some of the certainties of the postwar era now under question.
“With funding streams and academic freedom coming under threat, the best scientific talent will be looking for stability. The U.K. can be at the front of the queue in attracting that talent,” Smith said.
“Our new opportunity, combined with schemes from [UK Research and Innovation] and the Royal Academy of Engineering, is a step in the right direction.”
In sociology, the term ‘male flight’ refers to men abandoning fields, activities, or professions when they are perceived as becoming too ‘feminine’ or associated with women. Lisa Wade argues that this is ‘bad long-term strategy for maintaining dominance.’ Education, especially in recent years, has become a battleground for cultural and political struggles, particularly in the wake of growing far-right influence in both Europe and the United States. But is the shift away from higher education by young men simply a cultural power struggle, or are we failing to meet their needs and expectations?
The Impact of Gender Dynamics on Higher Education Participation
Men are increasingly opting out of higher education. The widening gender gap in college enrolment reveals a troubling trend: higher education is now facing what can be described as male flight. In the United States, this gap has expanded dramatically. In 1979, only 200,000 more women attended college than men; by 2021, that number had surged to 3.1 million more women than men. While the COVID-19 pandemic significantly impacted enrollment figures in 2021, this shift underscores a broader trend in gender and education that warrants serious consideration.
A similar pattern is unfolding in the UK. In 2020/21, there were 2.75 million students enrolled in higher education, with women making up 57% of the student body. The undergraduate sector exhibits the largest gender gap. This growth, however, raises critical questions about the future of male participation in higher education.
The Retreat of Men from Higher Education: A Closer Look
The trend of male flight from higher education is unlikely to reverse without targeted intervention. A study by King’s College London highlights that young men today are particularly concerned about the challenges they face in society. Unlike their older counterparts, younger men and women hold vastly different views on education, social issues, and political ideologies. According to a survey of over 3,500 young people aged 16+, young men tend to be less supportive of gender equality initiatives and are increasingly aligning with right-wing political views. Within this context, right-wing political groups, such as Reform UK, advocate for a ‘no-nonsense’ approach to education, emphasizing a patriotic curriculum that they argue better addresses concerns about social equality. Their proposals often reflect a growing sentiment among some groups, particularly white men, who feel that their experiences and challenges do not align with current gender equality initiatives.
While the political rhetoric surrounding this issue is highly charged, it demands serious attention. The key question now is: How can we rebuild young men’s confidence in higher education? This is particularly pressing when considering young men from low-income or disadvantaged backgrounds. Research shows that white working-class men are disproportionately likely to cite the high cost of higher education as a barrier to entry.
Fees and student loans are the biggest concern of young people as they look ahead onto the HE landscape, with over 25% of young Britons thinking that university is not worth it. Alongside this sector-wide issue, young men are retreating from HE in much higher numbers than any of their female or BAME counterparts. This is something that should not be ignored if we want truly inclusive HE.
What Can We Do? Policies to Address Inclusive Education and Rebuild Trust Among Disadvantaged White Men
Many of these issues must be addressed by universities themselves. Male students often feel that higher education fails to cater to their unique needs. Young men are less likely to engage in extracurricular activities – such as sports or student unions – that are integral to the student experience. Neil Raven’s contribution to this blog last year highlights young men feeling unsupported and disengaged, and as with everything in this sector, the solution to this question is not straightforward. To truly address the challenges young men face in education, universities must acknowledge that their needs and experiences are distinct and deserve to be supported in meaningful and effective ways.
When we talk about the financial red flags facing disadvantaged young white men, we’re really addressing the prospect of being burdened with debt—especially when they are just one choice away from avoiding it altogether. Adopting Tim Leunig’s recommendation to shorten the student loan repayment term from 40 years to 20 would give students greater confidence that they can achieve financial freedom by mid-life.
Furthermore, research conducted by the Institute for Fiscal Studies commissioned by the Department for Education (DfE) found that only 1 in 5 students would not be financially better off by going to university. This is reason enough to incentivise young white men back into the warm embrace of higher education.
A shorter repayment term would not only alleviate long-term financial anxiety but also encourage people from all backgrounds to pursue higher education without the fear of being shackled by debt for life. The Higher Education Policy Institute’s own research, despite indicating young women being more debt-averse than men (even with men paying more of the debt due to higher salaries in the longer term), shows that most of our young people are opposed to the Labour government’s tuition fee increase. A shorter repayment term will perhaps not only restore the confidence of our young women – who are already sceptical of the lower salaries they will receive throughout their careers – but reassure all of our young people that student loans are not a lifelong burden, and that we have a system that rewards ambition rather than punishing those who take the leap.
Moreover, this shift could help restore confidence in the value of a degree, particularly for those who currently see university as a risky financial gamble rather than a stepping stone to social mobility. This is, as Mr Raven identifies, especially important as men doubt and call into question graduate outcomes in the long term.
HEPI’s research also indicates that a tuition fee hike is made more palatable if accompanied by an increase in maintenance support. In a piece I wrote for the Sixteenth Council, I referred to the Institute for Fiscal Studies’s proposals regarding maintenance support. One of these was restoring the generosity of maintenance support to 2020 levels, which represents a 16% increase for the 23/24 intake. Yes, this means issuing £1.5bn in maintenance loans, but repayment levels would mean that the cost to the government and the taxpayer would fall to £0.4bn.
Therefore, making HE more attractive for young people – especially those white, working-class young men who are lacking that engagement with education – involves reducing the repayment term for tuition fees down to 20 years and restoring maintenance support to pre-COVID levels. Ultimately, this would, as HEPI’s research indicates, make the recent tuition fee rise more palatable and, in turn, set young minds at ease.
Another way of addressing these practical problems is spearheading a secondary school library-building scheme. The National Literacy Trust identified a strong link between school library use and reading attainment, which is especially important as low reading abilities help to ‘entrench’ education inequality in the UK. The provision and accessibility of school libraries from a young age can help boost attainment in early years and beyond, setting young men on a course that permits more positive thinking about further and then higher education.
The National Literacy Trust’s report also notes that library users receiving free school meals showed higher reading enjoyment and increased reading and writing for pleasure. They tended to read and write a greater variety of material relative to non-library users. In 2021, the Commons Education Committee found that white working class students were ‘by far the largest group of disadvantaged pupils’ with just under a million eligible for free school meals in 2020. Accessible libraries and reading spaces may be the next big step we can take to help disadvantaged pupils. The National Literacy Trust’s report reveals that white working-class boys receiving free school meals are particularly poised to benefit from a campaign of boosting libraries and reading spaces in educational settings, which may help improve their engagement with education as a whole.
A few months ago, I attended the Publishers’ Association’s parliamentary drop-in event, where I learnt a lot about the importance of the relationship between school libraries, reading attainment, and the publishing industry as a whole. I enjoyed reading in my primary school’s small library space, and throughout my time at secondary school, I made use of both the school’s reading spaces and our local community library. Unfortunately, I must recognise that this was an enormous privilege for a white working-class student when it should just be a permanent feature of our outstanding education system.
This is extremely relevant now as I look out on the educational landscape. Young men are falling behind women in education, a significant issue which goes way back to before primary school. According to the Centre for Social Justice (CSJ), ‘From the day they start primary school, to the day they leave higher education, the progress of boys lags behind girls’.
Ultimately, the success of higher education in the 21st century will depend on how effectively universities can adapt to the evolving needs of all students. In the case of young men, this means recognizing their unique challenges and addressing them with targeted, thoughtful solutions. Only by doing so can we create a higher education system that truly serves everyone, regardless of gender.
As Mr Raven notes in his blog contribution, it is certainly ‘our problem, not theirs’.
As the higher education landscape continues to shift and evolve, the expectations and priorities of today’s students are shifting as well. To stay relevant, institutions are expanding their focus beyond traditional academic models to better meet the needs of a more discerning audience. Modern Learners are no longer bound by age or conventional learning modalities—today’s students are driven by different priorities, presenting a challenge for institutions relying on outdated methods to engage this demographic.
With primary motivators including career advancement and the need for flexibility, Modern Learners demand educational opportunities that offer accessibility, transparency and value. They are more selective, especially as the perceived value of a college degree has been questioned amid economic uncertainty. With rising student debt, these learners are looking for programs that provide a clear return on investment—an education that advances their careers while offering flexible options that meet their financial and personal needs. Success lies in striking a balance between value and cost-effectiveness, ensuring students feel seen, supported and equipped for the future.
Explore ten essential strategies for higher education institutions to expand their offerings and better engage Modern Learners. From improving strategies to leveraging resources and fostering deeper connections with students, these strategies aim to engage with Modern Learners based on their preferences and behavior rather than demographics by embracing a Unified Enrollment Strategy that fuels sustainable growth.
1. Build a Cohesive Brand
In a competitive landscape where a strong brand is essential, the increasingly selective nature of Modern Learners calls for an institution’s brand to resonate with prospective students.
Your institution’s brand identity should authentically reflect its values, mission and unique offerings. A compelling brand narrative not only showcases your unique selling proposition (USP), but also serves as an opportunity to connect on a deeper level with potential students, fostering trust and engagement.
Building a cohesive brand experience involves aligning visual elements, messaging and tone to create consistency across all touchpoints—from your website to social media, emails and beyond. This alignment strengthens students’ understanding of your value proposition, guiding them throughout their journey and ensuring they feel engaged at every stage.
At EducationDynamics, our in-house Creative team specializes in data-driven brand positioning and strategy. We take the time to understand your institution’s unique strengths and craft creative solutions that support the student journey, from initial discovery to enrollment. Discover how our creative services can help your institution’s brand thrive and successfully engage Modern Learners.
2. Adopt a Full-Funnel Marketing Approach
As Modern Learners increasingly seek personalized learning experiences that align with their needs, institutions need to elevate their marketing strategies to meet their growing expectations. By embracing a full-funnel approach, schools can more effectively engage with students at every stage of their journey, leading to stronger enrollment outcomes.
A holistic full-funnel marketing approach not only boosts engagement, but also augments long-term growth by nurturing students from awareness to decision. As students continue to research more throughout their journey and prioritize personalized content, institutions must adopt comprehensive approaches to effectively reach them.
With EducationDynamics’ multi-channel digital marketing expertise, schools can target students across various platforms, ensuring personalized messaging and an engaging experience across every touchpoint. If you want to learn more about how to build a successful full-funnel marketing approach, check out our Full-Funnel Marketing Guide for Higher Education.
3. Utilize Market Research to Identify High-Growth Programs
To effectively meet the evolving priorities of Modern Learners, institutions must develop programs that align with market trends and career opportunities. Leveraging market research allows schools to refine their offerings and better address students’ shifting needs and expectations.
Resources such as EducationDynamics’ eLearning Index Web App, serve as a powerful resource. The Web App, developed by EducationDynamics’ Market Research team, utilizes current National Center for Education Statistics (NCES) data, to showcase an accurate view of the current labor market and relevant trends regarding degree completions. Administrators can use the app’s interactive features to isolate the data by region, modality and program. By providing insights into the highest opportunity programs available for each educational level and a convenient user interface, the eLearning Index Web App tool empowers schools to optimize their program offerings, ensuring that they are offering degrees that are relevant to Modern Learners. Through aligning programs with high-growth career opportunities, institutions can not only boost retention but also empower students with the skills and support they need to thrive in the current job market.
4. Nurture Leads and Personalize the Journey
Modern Learners often research extensively before finalizing their enrollment decision, seeking personalized and relevant information at every stage. Building relationships early and maintaining engagement over time is essential, whether you’re connecting with prospective students for the first time, re-engaging stopped-out students, or reconnecting with dormant inquiries.
Effective lead nurturing helps institutions build these relationships through tailored content that addresses the specific needs and interests of each student. Consistent communication guides students through their decision-making journey, ensuring they feel supported.
Marketing automation can help streamline these efforts. Through automation of communication workflows, institutions can deliver timely and personalized messaging that resonates with students. This level of personalization and consideration throughout multiple touchpoints in the student journey improves overall engagement and student experiences.
At EducationDynamics, our Nurturing Services offer institutions multi-channel engagement, using best-in-class marketing automation technology. By delivering personalized communications across various platforms, we help schools strengthen connections with students at every stage of their journey.
5. Provide 24/7 Support with AI Chatbots
As institutions seek to attract and enroll the Modern Learner, implementing AI Chatbots serves as a key tool by delivering real-time assistance and tailored responses to common student inquiries. Prospective students frequently encounter obstacles when searching for relevant information during their enrollment journey. With Modern Learners expecting immediate access to information, these challenges can lead to a frustrating experience, potentially impeding their enrollment decision. Employing AI Chatbots can help address this, through instant responses that answer commonly asked questions regarding program details, financial aid and academic support at any time of day. These chatbots not only help manage routine tasks, but they also allow admissions staff to focus on the more complex, high-touch interactions. By incorporating AI Chatbots into your institution’s communication strategy, you enhance student support and ensure that every inquiry receives proper, timely attention.
6. Showcase Your Innovative Spirit
Standing out amid the competitive higher education landscape is vital for attracting Modern Learners, who seek educational opportunities that align with their evolving needs and aspirations. Today’s students are not merely seeking to fulfill degree requirements; they are looking for an education that resonates with their interests and provides long-term growth opportunities. This is where innovation can play a vital role. By highlighting your university’s unique offerings and distinct culture, you can offer Modern Learners attractive reasons to choose your school, while demonstrating how you are adapting to meet the growing demands of Modern Learners.
At EducationDynamics’ Higher Ed Marketing Agency, our team of experts understand the importance of showcasing each institution’s unique selling points and innovative approaches within the higher education space. Our services are designed to communicate the value of choosing your school, whether it’s through digital campaigns, social media content, or compelling copywriting. We empower you to emphasize your distinct strengths, enabling your institution to foster deeper connections with Modern Learners and guide them towards enrollment.
7. Create a Seamless Student Journey
The traditional, linear student journey no longer applies to today’s Modern Learners. With various commitments, such as family and work responsibilities, modern students engage with their educational environment in different ways than in years past. As a result, institutions need to adjust how they approach the student journey. By implementing student journey mapping, institutions can better understand the various stages of the student experience and refine it to reduce pain points.
EducationDynamics’ student journey mapping process provides institutions with actionable insights to optimize every stage of the student experience, from inquiry to enrollment. The process begins with a comprehensive analysis of your current student recruitment and services, including existing marketing materials, communication technology and student support systems. Using data-driven insights, we then create a visual student journey map that identifies key touch points and opportunities to enhance communication. From there, we develop a communication plan with targeted messaging and content designed to nurture, guide and support students across their enrollment journey. By integrating student journey mapping, institutions can better visualize the Modern Learner’s journey, while meeting their evolving needs.
8. Invest in Financial Aid Support
Financial aid is among the first pieces of information students seek and often plays a pivotal role in their enrollment decision. Equipping your institution’s advising team with the tools to engage in financial aid conversations early in the student journey is critical to meeting the expectations of Modern Learners and encouraging them to choose your institution over another.
EducationDynamics’ Financial Aid Advising services offer personalized support through dedicated coaches who manage student inquiries and provide individualized guidance. This streamlined approach allows your admissions team to focus on key priorities, while ensuring students receive the financial aid support they need. By delivering clear answers and a supportive experience, students are more likely to enroll, resulting in higher enrollment and retention rates.
9. Streamline Your CRM and Marketing Data Integration
A robust Customer Relationship Management (CRM) system is essential for navigating the Modern Learner’s enrollment journey. By collecting and managing student data, CRMs promote personalized communication that resonates with students. To truly maximize their potential, CRM systems should be optimized through technology integration, data quality assessments and user adoption, ensuring they effectively reach Modern Learners while driving scalable enrollment growth.
EducationDynamics recognizes the importance of an integrated CRM system. Our team of integration experts specialize in implementing and maintaining clean, actionable data that supports a cohesive strategy, giving your institution a holistic overview of each student and ensuring your CRM is built for long-term success.
10. Optimize Your Enrollment Team
As the primary point of contact for prospective students, your enrollment team is one of the most critical investments you can make. The expertise and engagement of your enrollment staff directly influences prospective students’ decisions, making them essential to student success outcomes.
At EducationDynamics, we believe in empowering both institutions and students by investing in staff development. Through our The U School platform, institutions can access exclusive 8-week programs designed to equip your team with the skills needed to meet the unique demands of Modern Learners. By strengthening staff training, we help build more effective enrollment pathways, ultimately increasing student engagement, satisfaction and enrollment growth.
Empowering Your Institution to Engage Modern Learners
Attracting and enrolling Modern Learners requires a comprehensive approach that acknowledges their unique needs and preferences. By implementing the ten key strategies outlined in this article, higher education institutions can engage a new demographic of learners while nurturing meaningful connections with students. Embracing innovative solutions like student journey mapping and leveraging available resources allows institutions to transform the student experience. As the higher education environment continues to change and enrollment challenges arise due to shifting economic and demographic factors, institutions who proactively understand and cater to the unique needs of Modern Learners will differentiate themselves from the competition. As your strategic partner, EDDY is committed to empowering your institution to confidently navigate these challenges while collectively advancing our mission to expand opportunity through education.
