Tag: higher education

Meet the Speakers Transforming Higher Ed at InsightsEDU 2026

Higher ed doesn’t need just another conference. It needs transformation.

Legacy strategies are cracking under demographic pressure. AI is rewriting how students search and the Modern Learner is calling the shots. Institutions that cling to “what’s always worked” are watching the ground shift under their feet.

InsightsEDU 2026 is built for leaders who are done settling. Presidents, marketers and enrollment teams who know reputation and revenue can’t live in separate silos anymore—and who are ready to align both around the needs of today’s learners.

From February 17–19, 2026 in Fort Lauderdale, you’ll hear from university leaders, higher ed innovators and Modern Learner experts who are actively rebuilding how institutions compete, communicate and grow. More than 40 sessions will dig into real playbooks, not theory—unifying brand and enrollment, elevating student experience and turning AI disruption into advantage.

Here’s a preview of a few of the voices taking the stage and how they’re already reshaping what’s possible.

The Leaders Rewriting Higher Ed’s Playbook

Gregory Clayton

President of Enrollment Management Services at EducationDynamics
With over 30 years of experience in the higher education space, Greg brings valuable expertise in enrollment management and performance marketing. As President of Enrollment Management Services at EducationDynamics, he leads a comprehensive team offering agency marketing, enrollment services, strategic consulting, and research, all tailored to the higher ed sector. His leadership and career position him as a visionary strategist, equipped to offer insightful commentary on the higher education landscape and enrollment solutions. Join his session to learn more about how to better serve the Modern Learner and implement strategies that drive institutional success.

Session: Opening Session: From Framework to Action

Amanda Serafin

Associate Vice President of Enrollment at Indiana Wesleyan University
With more than twenty years in higher education enrollment, Amanda serves as the Associate Vice President of Enrollment at Indiana Wesleyan University, where she leads strategic initiatives and a high-performing team supporting IWU’s National & Global programs.

At InsightsEDU, Amanda joins EducationDynamics’ Vice President of Enrollment Management Consulting to unpack three years of competitive research—revealing what secret shopping uncovered about competitor strategies, the depth and quality of student nurturing across the market and how IWU leveraged those insights to strengthen enrollment outcomes.

Session: Mystery Shopping 2.0

Alex Minot

Client Partner Lead at Snapchat
As Client Partner Lead at Snapchat, Alex helps higher ed institutions and nonprofits modernize their marketing through full-funnel strategies built for Gen Z and Millennial audiences. With experience spanning Snapchat, Reddit, Facebook and Google, he brings a deep understanding of how today’s learners discover, evaluate, and choose their next step.

At InsightsEDU 2026, Alex will break down why traditional enrollment marketing no longer works—and what it takes to earn trust in a world where Gen Z is curating their own narratives. Joined by EducationDynamics’ Senior Social Media Strategist, Jennifer Ravey, he’ll explore how to design a content ecosystem that creates belonging, builds confidence and inspires advocacy from first touch to final decision..

Session: From Awareness to Advocacy: Designing a Full-Funnel Strategy for Gen Z Engagement

Chris Marpo

Head of Education Partnerships at Reddit
As Head of Education Partnerships at Reddit, Chris leads the charge in building high-impact collaborations with higher ed institutions and agencies. At InsightsEDU 2026, he’ll share how Reddit’s unique communities—and the behaviors driving them—are reshaping the way universities reach and influence the Modern Learner.

Drawing on his experience helping scale advertising businesses at LinkedIn, Pinterest and Quora, Chris brings a sharp understanding of the digital landscape and what truly resonates with today’s audiences. Attendees can expect actionable insights on how institutions can meet prospective students where they are and stay relevant in an era of rapid change.

Session: From Keywords to Conversations: Winning Student Mindshare in the Age of AI Search

Kevin Halle

VP of Enrollment at Wayne State College
With more than a decade of experience leading undergraduate, transfer, graduate, and financial aid teams, Kevin brings a deep understanding of how to build enrollment pipelines that serve diverse learner groups.

At InsightsEDU, he’ll unpack what it takes to break down the silos separating traditional, graduate and adult learner strategies and how institutions can create one unified approach that works for all students.

Session: Unifying Your Enrollment: Building a Cohesive Strategy for the Modern Learner

Katie Tomlinson

Senior Director of Analytics and Business Intelligence at EducationDynamics
Prepare to unlock insights with Katie Tomlinson. As the Senior Director of Analytics and Business Intelligence, Katie expertly manages data and reporting, uncovering key trends to support EducationDynamics in delivering data-driven solutions for the higher ed community. Learn from her as she discusses findings from EducationDynamics’ latest report, where attendees will gain a deeper understanding of the evolving learning environment and the significant factors that influence Modern Learners’ educational choices.

Session: Opening Session: From Framework to Action

Matt Loonam

Lead Enterprise Account Executive, Education at LinkedIn
With 20 years in digital media across programmatic, video, mobile and social, Matt has spent the last six years helping colleges and universities strengthen their brands and drive enrollment with more precise, student-centric outreach. At InsightsEDU, he will share how LinkedIn’s rich audience signals can help institutions reach career-focused prospects who are closer to a decision, while building the kind of trust that moves students to choose their school.

Session: How to Win High Intent Students on LinkedIn

Leila Ertel

Vice President of Marketing at Rocky Mountain College of Art + Design
As Vice President of Marketing at Rocky Mountain College of Art + Design, Leila brings a bold, data-informed approach that helps more students uncover their creative potential and pursue rewarding careers. Attend her InsightsEDU session to see how your institution’s website can move from overlooked asset to true engine of enrollment growth.

Session: The Evolution of Website Marketing

The voices shaping InsightsEDU continue to grow. Check out the full speaker lineup and new additions on our speakers page.

Be In the Room Where Higher Ed Resets

InsightsEDU is where presidents, marketers and enrollment leaders pressure test old assumptions and build new playbooks around the Modern Learner. Over three days you’ll connect with peers who are aligning brand and enrollment, experimenting with AI and digital and proving that you don’t have to choose between revenue and reputation to achieve institutional success.

Don’t watch the next era of higher education happen from the sidelines. Get a front-row seat. Register for InsightsEDU 2026 today.

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December 12, 2025
Four Tips to Help Students and Families Navigate Life After High School – The 74

Many high school seniors are now focusing on what they will do once they graduate – or how they don’t at all know what is to come.

Families trying to guide and support these students at the juncture of a major life transition likely also feel nervous about the open-ended possibilities, from starting at a standard four-year college to not attending college at all.

I am a mental health counselor and psychology professor.

Here are four tips to help make deciding what comes after high school a little easier for everyone involved:

1. Shadow someone with a job you might want

I have worked with many college students who are interested in a particular career path, but are not familiar with the job’s day-to-day workings.

A parent, teacher or another adult in this student’s life could connect them with someone they shadow at work, even for a day, so the student can better understand what the job entails.

High school students may also find that interviewing someone who works in a particular field is another helpful way to narrow down career path options, or finalize their college decisions.

Research published in 2025 shows that high school students who complete an internship are better able to decide whether certain careers are a good fit for them.

2. Look at the numbers

Full-time students can pay anywhere from about US$4,000 for in-state tuition at a public state school per semester to just shy of $50,000 per semester at a private college or university. The average annual cost of tuition alone at a public college or university in 2025 is $10,340, while the average cost of a private school is $39,307.

Tuition continues to rise, though the rate of growth has slowed in the past few years.

About 56% of 2024 college graduates had taken out loans to pay for college.

Concerns about affording college often come up with clients who are deciding on whether or not to get a degree. Research has shown that financial stress and debt load are leading to an increase in students dropping out of college.

It can be helpful for some students to look at tuition costs and project what their monthly student loan payments would be like after graduation, given the expected salary range in particular careers. Financial planning could also help students consider the benefits and drawbacks of public, private, community colleges or vocational schools.

Even with planning, there is no guarantee that students will be able to get a job in their desired field, or quickly earn what they hope to make. No matter how prepared students might be, they should recognize that there are still factors outside their control.

3. Normalize other kinds of schools

I have found that some students feel they should go to a four-year college right after they graduate because it is what their families expect. Some students and parents see a four-year college as more prestigious than a two-year program, and believe it is more valuable in terms of long-term career growth.

That isn’t the right fit for everyone, though.

Enrollment at trade-focused schools increased almost 20% from the spring of 2020 through 2025, and now comprises 19.4% of public two-year college enrollment.

Going to a trade school or seeking a two-year associate’s degree can put students on a direct path to get a job in a technical area, such as becoming a registered nurse or electrician.

But there are also reasons for students to think carefully about trade schools.

In some cases, trade schools are for-profit institutions and have been subjected to federal investigation for wrongdoing. Some of these schools have been fined and forced to close.

Still, it is important for students to consider which path is personally best for them.

Research has shown that job satisfaction has a positive impact on mental health, and having a longer history with a career field leads to higher levels of job satisfaction.

4. Consider a gap year before shutting down the idea

One strategy that high school graduates have used in recent years is taking a year off between high school and college in order to better determine what is the right fit for a student. Approximately 2% to 3% of high school graduates take a gap year – typically before going on to enroll in college.

Some young people may travel during a gap year, volunteer, or get a job in their hometown.

Whatever the reason students take gap years, I have seen that the time off can be beneficial in certain situations. Taking a year off before starting college has also been shown to lead to better academic performance in college.

This article is republished from The Conversation under a Creative Commons license. Read the original article.

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December 6, 2025
Fewer New International Students Enroll at U.S. Colleges Amid Trump Restrictions – The 74

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New international students enrolling at U.S. colleges declined sharply this fall, a concerning development for universities that rely on those students for research, tuition revenue and the diversity they bring to campus culture. It could, however, create more space for U.S. residents at those campuses.

Enrollments of new international students were down 17% compared to fall 2024, according to a report released Monday by the Institute of International Education, which surveyed more than 800 colleges about their fall 2025 enrollments. The institute, a nonprofit organization based in New York, publishes an annual report that examines the enrollment of international students.

The fall data was not broken down by state, so the scale of decline in California is unclear. At USC, which enrolls more international students than any other California college, overall enrollment of international students is down 3% this fall, according to a campus spokesperson. That includes returning and first-time students, so the drop could be much higher for new arrivals. USC this fall enrolls about 12,000 international students, or 26% of its total student population, according to the college. About half of those students are from China.

The declines come amid a changing landscape for international students under the Trump administration, which has delayed visa processing, created travel restrictions and pressured some campuses to recruit and admit fewer students from other countries. The colleges surveyed this fall by the institute cited visa application concerns and travel restrictions as top factors in the decline.

“We are confronting major headwinds with what I would say are poor policy decisions that the administration is taking. And that is creating a climate for international students that signals that you’re not welcome here,” said Fanta Aw, CEO of NAFSA, a nonprofit for international education and exchange.

President Donald Trump has said that he wants to lower the number of international students at U.S. colleges to leave more room at those campuses for U.S. students. “It’s too much because we have Americans that want to go there and to other places, and they can’t go there,” he said earlier this year, referencing the number of international students at Harvard and other universities.

For the full 2024-25 academic year, new international student enrollments were down by 7%, driven by a 15% drop among new international graduate students, compared to 2023-24. However, the number of new undergraduates was up by 5%. Trump took office in January, just before the start of the spring semester at most colleges.

In the U.S., students from India were the largest group of international students, accounting for 30.8% of all international students, followed by students from China, with 22.6% of enrollments.

In the 2024-25 academic year in California, the largest share of international students were from China, and they made up 35.4% of enrollments, followed by students from India at 20.9%. Overall enrollment of international students in California was down 1.1% in 2024-25.

USC enrolled the most international students of any California university, followed by four University of California campuses: Berkeley, Los Angeles, San Diego and Irvine. According to the report, the total number of enrolled international students were: 12,020 at Berkeley, 10,769 at UCLA, 10,545 at San Diego, and 7,638 at Irvine.

Across the state, international students make up about 7% of enrollments at four-year colleges, according to the Public Policy Institute of California. They make up a large share of graduate students, accounting for 31% of graduate students at UC campuses, 15% at private nonprofit universities, and 12% at California State University campuses.

Freya Vijay, 20, a third-year student from Canada studying business administration at USC, said she always planned to come to the United States for college.

“In terms of business and just the economy, you have Wall Street, you have New York, Chicago, L.A., and San Francisco, all these big cities that dominate what’s going on in the world,” she said. “So immediately, in terms of opportunity, my mind was set on the States.”

In addition to visa and travel restrictions, the Trump administration has directly requested — or threatened, as some have called it — California campuses to limit enrollments of international students. The administration’s compact offer to USC last month would have forced the university to cap international enrollment at 15% for undergraduates and limit enrollment from any one country to 5%.

USC has since rejected the compact, which also would have required the university to make a number of other changes, including committing to “transforming or abolishing institutional units that purposefully punish, belittle and even spark violence against conservative ideas.”

Separately, in a settlement proposal to UCLA, the Trump administration calls on the campus to ensure that “foreign students likely to engage in anti-Western, anti-American, or antisemitic disruptions or harassment” are not admitted. UCLA is still in negotiations with the administration and has not yet reached a deal. The Trump administration has charged the campus with antisemitism and civil rights violations.

Even amid the turmoil, experts say they expect California universities to continue recruiting international students. Julie Posselt, a professor of education at USC’s Rossier School of Education, noted that at research universities, much of the research is being carried out by international graduate students.

“Especially in STEM fields, international students are really central to the research functions of universities,” Posselt said. “Enrolling international students is not optional. It is absolutely a part of the fabric of what makes universities great.”

On top of that, colleges have financial incentives to enroll international students. That’s especially true at UC campuses, which charge international students and students from other states much higher rates of tuition than California residents. In the 2026-27 academic year, new international and out-of-state undergraduates at UC will pay nearly $52,000 in tuition, more than triple what in-state students will be charged. Nonresidents in graduate programs also generally pay higher rates than residents.

Facing pressure from the state Legislature to make more room for California residents, UC in 2017 passed a policy to cap nonresident enrollment at 18%, with a higher percentage allowed for campuses that were already above that mark. But the system still gets significant tuition revenue from nonresidents, including international students, which UC says supports the system’s core operations and helps to lower the cost of attendance for California residents.

In a Nov. 10 interview with Fox News, Trump seemed to acknowledge the importance of international students, saying colleges might “go out of business” without them.

“You don’t want to cut half of the people, half of the students from all over the world that are coming into our country — destroy our entire university and college system — I don’t want to do that,” he said.

International students also bring diverse perspectives and “a richness to the campus culture,” said Stett Holbrook, a spokesperson for the University of California system. “That’s something we really appreciate and try to cultivate.”

At USC, the presence of international students from more than 130 countries means there are “innumerable opportunities at USC to encounter different perspectives” and “experience new cultures,” a spokesperson said in a statement.

Vijay, the USC student from Canada, said she regularly boasts about USC to friends, adding that she hopes attending remains an option for other international students.

“I always think it’s just such a great opportunity and that no international student should ever take it for granted,” she said. “I wish other internationals could experience it.”

This story was originally published on EdSource.

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November 28, 2025
Students must intentionally develop durable skills to thrive in an AI-dominated world
Key points:

As AI increasingly automates technical tasks across industries, students’ long-term career success will rely less on technical skills alone and more on durable skills or professional skills, often referred to as soft skills. These include empathy, resilience, collaboration, and ethical reasoning–skills that machines can’t replicate.

This critical need is outlined in Future-Proofing Students: Professional Skills in the Age of AI, a new report from Acuity Insights. Drawing on a broad body of academic and market research, the report provides an analysis of how institutions can better prepare students with the professional skills most critical in an AI-driven world.

Key findings from the report:
- 75 percent of long-term job success is attributed to professional skills, not technical expertise.
- Over 25 percent of executives say they won’t hire recent graduates due to lack of durable skills.
- COVID-19 disrupted professional skill development, leaving many students underprepared for collaboration, communication, and professional norms.
- Eight essential durable skills must be intentionally developed for students to thrive in an AI-driven workplace.
“Technical skills may open the door, but it’s human skills like empathy and resilience that endure over time and lead to a fruitful and rewarding career,” says Matt Holland, CEO at Acuity Insights. “As AI reshapes the workforce, it has become critical for higher education to take the lead in preparing students with these skills that will define their long-term success.”

The eight critical durable skills include:
- Empathy
- Teamwork
- Communication
- Motivation
- Resilience
- Ethical reasoning
- Problem solving
- Self-awareness
These competencies don’t expire with technology–they grow stronger over time, helping graduates adapt, lead, and thrive in an AI-driven world.

The report also outlines practical strategies for institutions, including assessing non-academic skills at admissions using Situational Judgment Tests (SJTs), and shares recommendations on embedding professional skills development throughout curricula and forming partnerships that bridge AI literacy with interpersonal and ethical reasoning.

students-develop-durable-skills-ai-dominated-world

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November 27, 2025
InsightsEDU 2026: The Sessions Higher Ed Can’t Afford to Ignore

Higher ed is no longer inching towards change; it’s being forced to confront it. Demographic shifts, economic pressures and the rise of AI have exposed the cracks in legacy systems. The old playbook isn’t just outdated—it’s a liability. Institutions that cling to it risk irrelevance.

InsightsEDU 2026, happening February 17-19, 2026 at the Westin Fort Lauderdale, arrives with clear purpose: help higher ed leaders move faster, think bigger and build adaptive strategies that meet the moment.

This year’s theme, The Future Unbound, is a call to action. It invites leaders to challenge assumptions, dismantle silos and make bold decisions that drive real transformation.

In service of that mission, we’ve curated a speaker lineup and session program built around reinvention, student-centered innovation and the levers of growth that will define the next era.

Here’s your first look at the voices and ideas shaping InsightsEDU 2026.

Explore the Sessions Reinventing Higher Ed’s Playbook

The Great Reinvention

A candid fireside conversation with university presidents who are leading from the front. Expect bold perspectives on what higher ed must dismantle, redesign and accelerate to stay relevant in a rapidly shifting landscape.

Opening Session: The Modern Learner Intel

Get exclusive first-look access to EducationDynamics’ 2026 research on today’s Modern Learners—what they value, how they make decisions and why flexibility, career outcomes and undeniable ROI now drive every enrollment decision.

The AI-Powered Marketer: Evolving Your Approach for the ChatGPT Era

EducationDynamics’ Vice President of Marketing reveals how AI is rewriting the rules of search, content and digital engagement—and what marketers must do now to stay ahead. Learn how to unify search, social and storytelling into a single, high-performing strategy that meets today’s learners on their terms and moves them from first click to enrollment.

Aligning for Impact: Credentialing That Connects Campuses, Students & Employers

See how one institution built stackable, employer-aligned credentials that meet workforce demand and create clear career pathways, plus practical strategies any campus can use to deepen employer partnerships and market high-value programs.

AI for All Learners: Integrating AI Across Career Pathways

Learn how institutions are integrating AI across disciplines through accessible, scalable curriculum design. Attendees will leave with a sample syllabus, implementation roadmap and lessons learned from bringing AI education to diverse learners, including high-barrier communities.

Leading After Rapid Transformation: Culture, Clarity, and “What’s Next” in Higher Ed Marketing

Leaders from University of Cincinnati Online reflect on how to move forward after organizational transformation, discussing how they rebuilt culture, aligned teams and kept momentum amid ongoing change. Expect honest insights on sustaining creativity, clarity and trust in a world where transformation never stops.

Unifying Your Enrollment: Building a Cohesive Strategy for the Modern Learner

This session brings together university leaders and EducationDynamics enrollment experts to unpack how to break down silos and build a unified enrollment strategy that strengthens your brand, improves outcomes and meets the diverse needs of today’s Modern Learner.

InsightsEDU 2026 brings together changemakers from across the sector—each session designed to spark new thinking, foster connection and fuel collective reinvention. Explore the full, evolving agenda here.

Meet the Speakers Disrupting the Status Quo

From enrollment innovators to digital trailblazers, this year’s speakers are united by one goal: help institutions evolve faster than the market around them. Here’s a preview of who’s taking the stage.

Gregory Clayton

President of Enrollment Management Services at EducationDynamics
With over 30 years of experience in the higher education space, Greg brings valuable expertise in enrollment management and performance marketing. As President of Enrollment Management Services at EducationDynamics, he leads a comprehensive team offering agency marketing, enrollment services, strategic consulting, and research, all tailored to the higher ed sector. His leadership and career position him as a visionary strategist, equipped to offer insightful commentary on the higher education landscape and enrollment solutions. Join his session to learn more about how to better serve the Modern Learner and implement strategies that drive institutional success.

Session: Opening Session,The Modern Learner Intel

Amanda Serafin

Associate Vice President of Enrollment at Indiana Wesleyan University
With more than twenty years in higher education enrollment, Amanda serves as the Associate Vice President of Enrollment at Indiana Wesleyan University, where she leads strategic initiatives and a high-performing team supporting IWU’s National & Global programs.

At InsightsEDU, Amanda joins EducationDynamics’ Vice President of Enrollment Management Consulting to unpack three years of competitive research—revealing what secret shopping uncovered about competitor strategies, the depth and quality of student nurturing across the market and how IWU leveraged those insights to strengthen enrollment outcomes.

Session: Mystery Shopping 2.0

Alex Minot

Client Partner Lead at Snapchat
As Client Partner Lead at Snapchat, Alex helps higher ed institutions and nonprofits modernize their marketing through full-funnel strategies built for Gen Z and Millennial audiences. With experience spanning Snapchat, Reddit, Facebook and Google, he brings a deep understanding of how today’s learners discover, evaluate, and choose their next step.

At InsightsEDU 2026, Alex will break down why traditional enrollment marketing no longer works—and what it takes to earn trust in a world where Gen Z is curating their own narratives. Joined by EducationDynamics’ Senior Social Media Strategist, Jennifer Ravey, he’ll explore how to design a content ecosystem that creates belonging, builds confidence and inspires advocacy from first touch to final decision..

Session: From Awareness to Advocacy: Designing a Full-Funnel Strategy for Gen Z Engagement

Chris Marpo

Head of Education Partnerships at Reddit
As Head of Education Partnerships at Reddit, Chris leads the charge in building high-impact collaborations with higher ed institutions and agencies. At InsightsEDU 2026, he’ll share how Reddit’s unique communities—and the behaviors driving them—are reshaping the way universities reach and influence the Modern Learner.

Drawing on his experience helping scale advertising businesses at LinkedIn, Pinterest and Quora, Chris brings a sharp understanding of the digital landscape and what truly resonates with today’s audiences. Attendees can expect actionable insights on how institutions can meet prospective students where they are and stay relevant in an era of rapid change.

Session: From Keywords to Conversations: Winning Student Mindshare in the Age of AI Search

Kevin Halle

VP of Enrollment at Wayne State College
With more than a decade of experience leading undergraduate, transfer, graduate, and financial aid teams, Kevin brings a deep understanding of how to build enrollment pipelines that serve diverse learner groups.

At InsightsEDU, he’ll unpack what it takes to break down the silos separating traditional, graduate and adult learner strategies and how institutions can create one unified approach that works for all students.

Session: Unifying Your Enrollment: Building a Cohesive Strategy for the Modern Learner

Katie Tomlinson

Senior Director of Analytics and Business Intelligence at EducationDynamics
Prepare to unlock insights with Katie Tomlinson. As the Senior Director of Analytics and Business Intelligence, Katie expertly manages data and reporting, uncovering key trends to support EducationDynamics in delivering data-driven solutions for the higher ed community. Learn from her as she discusses findings from EducationDynamics’ latest report, where attendees will gain a deeper understanding of the evolving learning environment and the significant factors that influence Modern Learners’ educational choices.

Session: Opening Session, The Modern Learner Intel

The voices shaping InsightsEDU continue to grow. Check out the full speaker lineup and new additions on our Speakers page.

This Isn’t Just a Conference. It’s a Catalyst.

Higher ed doesn’t need just another conference. It needs transformation.

InsightsEDU 2026 is where bold leaders confront what’s broken, challenge what’s outdated and build what’s next. If you’re ready to lead the future of higher education, this is your moment.

Join us in Fort Lauderdale and help rewrite the playbook for what comes next.

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November 18, 2025
The 2026 Growth Strategy Higher Ed Needs Right Now
Why Playing It Safe Is the Riskiest Strategy

The convergence of changing demographics, economic volatility and the relentless disruption of AI presents every leader with a stark choice: drive transformative growth or manage a legacy of decline. The choice is yours.

The era of steady traditional enrollment is over. Beginning in 2026, most institutions will confront a lasting decline in their core undergraduate market. At the same time, public faith in higher education’s value is weakening, leaving institutions to rebuild trust through proof, not promises.

Findings from EducationDynamics’ 2026 Landscape of Higher Education Report highlight a critical truth: volatility is the new normal and transformation is no longer optional.

Growth in this new era demands more than adaptation—it demands reinvention. Institutions must lead with strategy, act with urgency and build around the Modern Learner. Because in a market defined by disruption, there are only two paths forward: reinvent or risk irrelevance.

Key Takeaway #1: An Unstable Economic and Employment Landscape

Economic volatility is rising as job creation slows, and uncertainty spreads. The workforce is growing more cautious than ambitious, and in this climate, the traditional promise of a college degree is under siege.

College graduates still enjoy higher employment rates, yet public faith in that value is eroding. The perception gap is widening, and institutions can no longer rely on reputation alone to carry their story.

This is the moment to lead with proof, not platitude.

Institutions must demonstrate return on investment with clarity and consistency. Publish outcomes data. Showcase alumni success. Connect every program to real career mobility. This isn’t just about convincing students, it’s about rebuilding trust across the entire ecosystem of alumni, employers, policymakers and the public.

In today’s economy, outcomes are the new currency of reputation. The institutions that clearly and consistently prove their value will be the ones that grow.
Key Takeaway #2: A Radically Transformed Enrollment Environment

Institutions now operate in a fundamentally different enrollment landscape. The long-anticipated demographic cliff is no longer a future threat; it’s here. The 2025 cycle marked the high-water mark for traditional-aged undergraduates. From 2026 on, institutions will face a sustained and irreversible decline in their core market.

But this doesn’t have to be a crisis. It’s an opportunity to pivot and capture where growth has moved. The new lifeblood of higher education lies in:

Adult learners seeking rapid reskilling in a volatile economy

Dual-enrollment students accelerating their path to a degree

“Some college, no credential” learners returning to finish what they started

The lines between traditional and nontraditional students have disappeared. These aren’t separate segments—they’re one unified audience shaping the future of higher education.

Leaders who continue to operate with outdated distinctions risk designing strategies for a market that no longer exists. Modern Learners value cost, convenience and career outcomes—and they expect institutions to deliver all three.

This is the moment to retire the old playbook, embrace a new mindset and build for the learner who’s already redefining what comes next.
Key Takeaway #3: AI Is an Unmistakable Force with Far-Reaching Implications

AI is accelerating change across every dimension of higher education, from how institutions engage to how graduates build careers.

While the technology itself isn’t new, its rapid integration is rewriting the rules. AI has fractured the traditional recruitment funnel. Modern Learners use AI-powered tools to search, compare and evaluate options before they reach an institution’s website. The student journey is now self-directed, hyper-personalized and constantly evolving, demanding that marketing and enrollment teams adapt in real time.

But AI’s impact extends far beyond recruitment. Its growing influence in the workforce is forcing institutions to rethink their academic mission. Institutions that lead will design education for the AI era by combining technical fluency with human-centered skills such as creativity, critical thinking and ethics.
Key Takeaway #4: AI Is an Unmistakable Force with Far-Reaching Implications

Incrementalism is now the greatest risk. In an age of constant disruption, small adjustments and siloed strategies hinder growth. The institutions that succeed will lead with clarity, agility and a unified vision centered on the Modern Learner.

Sustained growth demands leadership that acts decisively across three dimensions:

Align program portfolios with high-growth sectors. Move beyond tradition-bound curriculums. Invest in programs that meet labor-market demand and retire those that no longer serve a clear purpose.

Unify brand and enrollment strategies. The boundaries between undergraduate, graduate and online student populations are disappearing. Institutions must speak with one voice and focus on the three factors that drive every learner’s decision: cost, convenience and career outcomes.

Lead the conversation on value and outcomes. Public trust cannot be rebuilt through messaging alone. It must be earned through transparency, data and measurable results.

This is the moment that will define the next decade of higher education. The difference between survival and sustainable growth hinges on decisive, informed action. Leaders must either seize this moment to shape the future or watch their institutions be defined by it.
From Insight to Action: Ten Strategic Imperatives for Sustainable Growth

The era of incremental adjustment is over. Conviction is now the currency of leadership. This moment demands bold leadership and a decisive strategy that converts disruption into a roadmap for measurable growth.

The EducationDynamics’ 2026 Landscape of Higher Education Report delivers that roadmap. Our Ten Strategic Imperatives are pragmatic, research-driven levers designed to help your institution build resilience and sustainable momentum for 2026 and beyond.

Imperative #1: Prove Outcomes. Protect Reputation.

Publish transparent results and illustrate career alignment to help students understand program value.

Imperative #2: Market ROI Relentlessly.

Lead with affordability and clearly communicate a projected and proven return on investment.

Imperative #3: Capture the Dual Enrollment Surge.

Build structured high school-to-degree pipelines.

Imperative #4: Own the Adult Learner Market.

Offer flexible, online and stackable options with the support working learners need to balance their multiple priorities.

Imperative #5: Prioritize Accessibility through the Three C’s.

Deliver education that meets learners on cost, convenience and career outcomes.

Imperative #6: Lead in Responsible AI Adoption.

Optimize marketing for AI discoverability and AI powered platforms, while Integrating AI into advising, engagement and instruction.

Imperative #7: Reinvent Vulnerable Disciplines.

Reframe liberal arts around adaptability and skills attainment.

Imperative #8: Re-engage the Stopped-Out Majority.

Convert the 43 million with some college, no credentials into completers through credit recovery, tailored pathways and adult-first design.

Imperative #9: Stack Credentials into Careers.

Link short-term certificates to degree pathways.

imperative #10: Advocate for Policy Stability.

Simplify aid communication and push for predictable funding.

Together, these imperatives form a blueprint for how higher education can evolve from reactive adaptation to proactive growth.

Transform Disruption into Growth

The time for caution has passed. Those who hesitate or fail to act with purpose will fall behind in a marketplace that does not wait.

At EducationDynamics, we partner with colleges and universities prepared to lead this transformation—those who understand that meeting the Modern Learner where they are is not just an enrollment strategy but the new mission of higher education.

For deeper insights and actionable strategies, download the full 2026 Landscape of Higher Education Report and learn how your institution can stay ahead of the curve.
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October 20, 2025
Key Performance Indicators that Matter in 2026
Securing steady enrollment growth and keeping students happily on board are top priorities in higher education. But how do you ensure you’re truly meeting student needs and demands? It’s all about measuring performance effectively. Gone are the days of navigating blindly through raw data; Key Performance Indicators (KPIs) are the laser-focused measures that cut through the noise, providing clear direction and a true sense of what’s working. It’s time to harness the power of data to steer your institution toward success.

Key Performance Areas

So, where do you start?

Determining your institution’s unique strategic goals is the first step. Once you know your target destination, KPIs become the navigation tools that guide you there. Look beyond generic metrics and choose a balanced set of KPIs across six performance areas:

AI Readiness

AI Readiness is the next-generation key area that proves you’re building a university that is smarter, more efficient and more responsive than anything the old systems could produce. If AI isn’t a core part of your institution’s DNA, you’re not just falling behind, you’re becoming obsolete. This isn’t about having a chatbot on your admissions page. It’s about a complete institutional transformation.

You can’t manage what you don’t measure. Here are the metrics that will expose whether your institution has truly embraced the future.
- AI density: Percentage of keywords that are ranking in AI overviews.
- Engagement metrics from AI chatbots such as engaged sessions and views.
- AI-Driven Workflow Automation Rate: Percentage of key administrative processes (e.g., admissions review, financial aid queries) that are fully or partially automated by AI.
- AI-Informed Decision-Making Rate: Percentage of high-level strategic decisions made based on predictive analytics and AI models.
- Student Support AI Integration: The percentage of student inquiries (e.g., in financial aid, advising or registrar services) handled by AI-powered tools.
- Personalized Learning Platform Adoption: The percentage of courses or students utilizing AI-powered platforms to tailor educational content and pace.
Enrollment and Student Retention Metrics

Strong enrollment and retention lead to higher graduation rates, reduced revenue loss and an improved institutional reputation. Driving college or university enrollment and retention involves pinpointing relevant Persistence, Progression, Retention and Completion (PPRC) metrics, gathering data from all angles (think systems, surveys, records) and using those insights to craft action plans.

These numbers aren’t just about growth. They are a measure of your institution’s ability to engage and keep students in a hyper-competitive market.

We delve deeper into this area by tracking:
- Enrollment rate: Percentage of applicants who accept and enroll in the program.
- Retention rate: Percentage of students who continue their studies from one semester/year to the next.
- Time-to-degree completion: Average time it takes students to graduate.
- Student satisfaction: Overall satisfaction with the educational experience, measured through surveys or feedback.
- Application start rate: Percentage of people who begin an application.
- Application completed rate: Percentage of people who finish and submit an application.
- New student start rates: Percentage of accepted students who actually begin their studies.
Financial and Operational Performance

A healthy financial and operational performance ensures sustainability, resource optimization, and the ability to reinvest in student success. We monitor:
- Cost per student: Average cost of educating each student.
- Tuition revenue: Income generated from student tuition fees.
- Fundraising and philanthropic support: Donations and grants received to support the institution.
- Return on investment: Measurable benefit in relation to resources invested.
- Operational cost savings: Reductions in operational expenses without compromising quality.
Student Engagement and Learning Outcomes

High student engagement and successful learning outcomes translate to greater student satisfaction, improved graduate employability and a boost to your institution’s reputation. Track the following key performance indicators:
- Online engagement metrics: Measures of student interaction and participation in online learning platforms.
- Participation in extracurricular activities: Level of student involvement in non-academic activities.
- Career readiness outcomes: Success of graduates in securing employment and achieving career goals.
- Course completion rates: Percentage of students who successfully complete each course.
- Student-faculty ratios: Number of students assigned to each faculty member.
- Graduation rates: Percentage of students graduating within the expected or predefined timeframe.
- Alumni Engagement: Level of engagement and involvement of graduates with the institution.
Diversity, Equity and Inclusion

Fostering a diverse and inclusive environment promotes equity in student success, attracts a wider talent pool, and strengthens your community. We assess:
- Student body demographics: Representation of different ethnicities, genders, socioeconomic backgrounds, etc. in the student population.
- Faculty diversity: Representation of different groups among faculty members.
- Graduation rates for underrepresented groups: Success rates of students from minority or disadvantaged backgrounds.
- Climate surveys: Assessments of the campus environment in terms of inclusivity and belonging.
- DEI program participations: Number of students, faculty, and staff engaging in diversity, equity, and inclusion initiatives.
- Cultural competency training for staff: Efforts to equip staff with knowledge and skills to support a diverse student body.
Brand Key Performance Indicators for Reputation and Marketing Effectiveness

Effective marketing strategies to increase student enrollment play a key role in establishing a strong brand reputation and contributing to a positive public image.
We monitor these key performance indicators:
- Website traffic: Number of visitors to the institution’s website.
- Social media engagement: Likes, shares, comments, and other interactions on social media platforms.
- Brand awareness: Recognition and familiarity with the institution by the target audience.
- Brand sentiment analysis: Understanding public perception and opinion of the institution.
- Lead generation: Number of potential students identified through marketing efforts.
- Conversion rate: Percentage of leads who actually enroll in the program.
- Student referral rates: Number of new students enrolled through recommendations from current or former students.
- Cost per acquisition: Average cost of acquiring a new student through marketing campaigns.
Implementing KPIs for Success

You’ve chosen your key performance indicators (KPIs). But hold up, don’t get lost in a sea of data just yet. We must translate those fancy metrics into real action.

First things first, let’s talk SMART goals. Ditch the vague aspirations and define clear, measurable objectives. Instead of “improve student satisfaction,” aim for “increase student satisfaction score by 5% within the next semester.” See how much more focused and actionable that is?

Data is your fuel, but dashboards are your engine. Imagine analyzing spreadsheets manually – cumbersome, right? Data visualization tools and dashboards are your secret weapons for making sense of all that information. They reveal trends, highlight areas for improvement and showcase your progress in a clear, digestible way.

Collaboration is key. Don’t work in silos! Involve different departments – admissions, finance, academics, marketing – everyone who plays a role in achieving your goals. Share your KPIs, gather their insights and work together to track progress and make informed decisions. Remember, a data-driven culture thrives on shared ownership and collective action.

Remember, adaptability is your superpower. The higher education landscape is dynamic, so your KPIs should be too. Review and update them based on new priorities, data-driven insights and feedback regularly. Be flexible, be responsive and embrace continuous improvement as your guiding principle.

The Future is Not an Improvement. It’s a Revolution.

Your competitors—the legacy players—are selling you on a slightly better version of the past. More data, a slightly cleaner CRM, a new consulting strategy. But what if the problem isn’t a lack of optimization but a fundamental design flaw?

The next generation of enrollment demands a completely new approach built on intelligence, not just data.
- From “Sticker Shock” to Financial Clarity
  You can’t afford to lose students to sticker price anxiety. The future is about radical transparency. It’s about a clear, simple financial aid process that tells a student their true cost of attendance from day one. No surprises. No opaque spreadsheets. Just clarity.
- From Data Overload to Predictive Intelligence:
  Stop drowning in data. The future is about leveraging AI and predictive analytics to identify the students most likely to enroll and graduate. It’s about understanding their unique needs before they even ask and delivering a hyper-personalized experience that feels like it was designed just for them.
- From Siloed Chaos to a Seamless Student Journey:
  Overthrow the departmental silos. The future of enrollment is an all-in-one platform that connects every stage of the student journey—from initial search to application, financial aid and enrollment. It’s one portal, one point of contact, one seamless experience.
Stop Tinkering. Start Transforming.

You have a choice. You can keep doing what you’ve always done, hoping a better website or a new consulting firm will solve a systemic problem. Or you can admit the old way of doing things is broken and choose to fundamentally transform your approach.

Your KPIs aren’t just a measure of your progress; they are proof that the traditional system is failing. It’s time to stop measuring the problem and start building the solution.

Ready to dismantle the old way and build the next generation of enrollment? Partner with EDDY to identify crucial KPIs, develop effective strategies to increase student enrollment, and track progress toward sustainable growth. Together, we can turn your data into a powerful force for positive change and empower your institution to reach its full potential.

Take the first step today! Contact EDDY to learn how we can help you leverage the power of KPIs and achieve your strategic goals.
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September 17, 2025
2026 Higher Education Digital Marketing Trends and Predictions
Hushed conversations about the budget, a shrinking applicant pool and that dreaded enrollment cliff are no longer whispers. The numbers are in and they tell a story you know all too well: the old way of doing things isn’t working any more.

The traditional models are failing to keep pace with a new generation of students and a rapidly evolving job market. We’ve moved beyond the “enrollment cliff” as a future threat; it’s a present reality that is forcing institutions to fundamentally rethink their approach to marketing and enrollment.

The old playbook of generic campaigns and static brochures is obsolete. In 2026, the game is no longer about reaching the most students but about connecting with the right students in the most authentic way possible. This new landscape is defined by data, driven by Artificial Intelligence (AI) and built on a foundation of radical transparency. It’s a world where the institutions that survive will be those willing to break away from the establishment and challenge the status quo.

Explore the 2026 trends and predictions that are shaking up digital marketing for education industry, what it means for the next generation of enrollment and how institutions can position themselves to thrive in a new era of higher education.

Shift to GEO/AEO and “Search Everywhere Optimization”

With the rise of social search and AI Overviews, traditional Search Engine Optimization (SEO) is becoming insufficient. The new paradigm is “Search Everywhere Optimization.” This includes GEO (Generative Engine Optimization) to ensure your institution is favorably mentioned in AI-generated answers and AEO (Answer Engine Optimization) to appear in direct answers in AI Overviews as well as on platforms like TikTok, Reddit, Quora and voice assistants. By 2026, success will not be measured by a #1 ranking on a Google page, but by being the embedded answer wherever a student asks a question.

Conversational AI as the 24/7 Admissions Counselor

AI is already strongly embedded in advertising platforms to capture student interest, but the next frontier is how institutions leverage AI in lead nurturing and admissions. As shown in EducationDynamics’ latest Engaging the Modern Learner Report, 60% of students use AI chatbots for college research, a significant jump from 49% just a year ago. This will move beyond simple chatbots into sophisticated conversational AI that manages entire nurturing funnels, providing instant, personalized answers to complex questions about financial aid, credit transfers and program specifics via SMS and web chat. These AI assistants will be able to schedule campus tours, triage inquiries to the correct human counselor and provide 24/7 support, dramatically improving the prospective student experience and freeing up admissions teams to focus on high-intent, high-value interactions.

Authentic Storytelling

Authentic user generated content will be a vital part of a brand’s storytelling as more students turn to social channels and short form video to research and validate individual brands. Brands will increasingly leverage content creators’ sphere of influence, leveraging short-form video to tell showcase their brand story. This creates a massive opportunity for institutions to leverage user-generated content and partner with student-creators who can showcase the real, unpolished and relatable brand story. Think a “Day in the Life” series on TikTok or a student ambassador Q&A on Instagram Live—these genuine interactions build trust and connection in a way a static brochure never could.

AI for Personalization

AI picks up on individual user preferences and can serve ad creative that they are more likely to engage with due to better relevance. AI will use existing ad assets (images, videos, headlines, descriptions, etc.) and landing page experiences to create unique and personalized ads. Landing page personalization will also emerge in 2026 as a way to increase relevance and conversion rate optimization. To be successful, advertisers need to provide a wide variety of existing assets and have a strong landing page experience. For example, if a prospective student has previously browsed your computer science program page, an AI-powered ad could then automatically show them a video testimonial from a current computer science student, rather than a generic campus tour video.

Rise of Social for Search

Over the past couple of years, we’ve seen students turning to social for search, we will continue to see this pattern and expect it to increase. Unlike a traditional search engine that provides a list of links, social platforms offer an immersive experience. Students can search for a university’s name and instantly see “day in the life” videos, unscripted dorm tours and Q&A sessions with real students. This content feels more genuine and trustworthy than a polished university-produced video. For them, a hashtag search is less about finding a fact and more about getting a feel for a school’s culture. Having an organic and paid presence on social channels will be vital for brands to be present where their audience is searching.

More Ads in AIOs/AI Mode

To date, there have been very few instances of EDU ads within AI Overviews or AI Mode, but in 2026, we expect this to change dramatically. Google is actively integrating ads directly into its AI-generated summaries and institutions need to be prepared to take advantage of this new frontier for digital advertising for higher education.

This shift is about more than just a new ad placement; it represents a fundamental change in how advertisers reach prospective students. Instead of relying solely on keywords, digital advertising for universities in AI Overviews are triggered by the full conversational context of a user’s query. This means an ad for your nursing program could appear not just on a search for “nursing school near me,” but also on a more exploratory query like “what are the best career paths in healthcare?” that generates an AI Overview response.

To secure a presence in these valuable new placements, institutions will need to embrace Google’s AI-powered ad solutions. These include:
- Broad Match:
  This uses Google’s AI to match your ads to a much wider range of relevant searches, including long-tail and conversational queries that are common in AI Overviews.
- Performance Max:
  This campaign type leverages automation to find high-value conversions across all of Google’s channels, including Search, Display, YouTube and, increasingly, AI Overviews.
- AI Max for Search (Beta):
  The newest iteration of Google’s AI-powered ad solutions, AI Max for Search is designed specifically to enhance creative relevance and expand reach within AI-driven search experiences.
As AI-generated results take up more screen space, being present in these ad placements is crucial. This is a chance to get your brand in front of students at a new moment of discovery, where they are actively seeking complex, nuanced information. Shifting to these AI-powered tools is the key to ensuring your institution remains visible and competitive.

First-Party Data is the Ultimate KPI

As audience targeting and keywords continue to get broader, across paid search and paid social, properly training AI to find and optimize to the right user will be crucial to a campaign’s success. The best signal institutions can provide is through their own data. Institutions will need to prioritize regularly importing their 1^st party data to fuel their audiences and bidding strategies. Bidding to outcomes will drive quality and as a result CPCs as a KPI will decrease in importance, especially as CPCs continue to increase. Instead, the focus should remain on the cost per outcome, such as cost per application and cost per enroll. Focusing on and optimizing to these ultimate KPIs will bypass front-end noise, ensure quality and prioritize outcomes that more closely correlate to business goals.

Ready to Break Free From the Old Playbook in the Higher Education Industry?

The time for waiting is over. The institutions that will survive and thrive in this new era are those that abandon the outdated playbooks of the past and embrace a new, data-driven and authentic approach to enrollment.

This is not a time for incremental change. It’s a time for bold, strategic action. By leveraging AI for personalization and operational efficiency, embracing authentic storytelling and prioritizing first-party data, you can build a recruitment strategy that not only attracts the right students but also proves the enduring value of your institution.

Ready to transform your enrollment strategy and secure your institution’s future? EducationDynamics is the only partner with the expertise, technology and end-to-end solutions to help you not just adapt, but thrive. Contact us today to future-proof your institution.
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September 16, 2025
KU researchers publish guidelines to help responsibly implement AI in education
This story originally appeared on KU News and is republished with permission.

Key points:

Researchers at the University of Kansas have produced a set of guidelines to help educators from preschool through higher education responsibly implement artificial intelligence in a way that empowers teachers, parents, students and communities alike.

The Center for Innovation, Design & Digital Learning at KU has published “Framework for Responsible AI Integration in PreK-20 Education: Empowering All Learners and Educators with AI-Ready Solutions.” The document, developed under a cooperative agreement with the U.S. Department of Education, is intended to provide guidance on how schools can incorporate AI into its daily operations and curriculum.

Earlier this year, President Donald Trump issued an executive order instructing schools to incorporate AI into their operations. The framework is intended to help all schools and educational facilities do so in a manner that fits their unique communities and missions.

“We see this framework as a foundation,” said James Basham, director of CIDDL and professor of special education at KU. “As schools consider forming an AI task force, for example, they’ll likely have questions on how to do that, or how to conduct an audit and risk analysis. The framework can help guide them through that, and we’ll continue to build on this.”

The framework features four primary recommendations.
- Establish a stable, human-centered foundation.
- Implement future-focused strategic planning for AI integration.
- Ensure AI educational opportunities for every student.
- Conduct ongoing evaluation, professional learning and community development.
First, the framework urges schools to keep humans at the forefront of AI plans, prioritizing educator judgment, student relationships and family input on AI-enabled processes and not relying on automation for decisions that affect people. Transparency is also key, and schools should communicate how AI tools work, how decisions are made and ensure compliance with student protection laws such as the Individuals with Disabilities Education Act and Family Education Rights and Privacy Act, the report authors write.

The document also outlines recommendations for how educational facilities can implement the technology. Establishing an AI integration task force including educators, administrators, families, legal advisers and specialists in instructional technology and special education is key among the recommendations. The document also shares tips on how to conduct an audit and risk analysis before adoption and consider how tools can affect student placement and identification and consider possible algorithmic error patterns. As the technologies are trained on human data, they run the risk of making the same mistakes and repeating biases humans have made, Basham said.

That idea is also reflected in the framework’s third recommendation. The document encourages educators to commit to learner-centered AI implementation that considers all students, from those in gifted programs to students with cognitive disabilities. AI tools should be prohibited from making final decisions on IEP eligibility, disciplinary actions and student progress decisions, and mechanisms should be installed that allow for feedback on students, teachers and parents’ AI educational experiences, the authors wrote.

Finally, the framework urges ongoing evaluation, professional learning and community development. As the technology evolves, schools should regularly re-evaluate it for unintended consequences and feedback from those who use it. Training both at implementation and in ongoing installments will be necessary to address overuse or misuse and clarify who is responsible for monitoring AI use and to ensure both the school and community are informed on the technology.

The framework was written by Basham; Trey Vasquez, co-principal investigator at CIDDL, operating officer at KU’s Achievement & Assessment Institute and professor of special education at KU; and Angelica Fulchini Scruggs, research associate and operations director for CIDDL.

Educators interested in learning more about the framework or use of AI in education are invited to connect with CIDDL. The center’s site includes data on emergent themes in AI guidance at the state level and information on how it supports educational technology in K-12 and higher education. As artificial intelligence finds new uses and educators are expected to implement the technology in schools, the center’s researchers said they plan to continue helping educators implement it in ways that benefit schools, students of all abilities and communities.

“The priority at CIDDL is to share transparent resources for educators on topics that are trending and in a way that is easy to digest,” Fulchini Scruggs said. “We want people to join the community and help them know where to start. We also know this will evolve and change, and we want to help educators stay up to date with those changes to use AI responsibly in their schools.”

Mike Krings, the University of Kansas

Mike Krings is a Public Affairs Officer with the KU News Service at the University of Kansas.

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August 20, 2025
Despite Skepticism, Parents Still Prioritize Four-Year College for Their Kids – The 74

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Six out of 10 parents hope their child will attend college, according to a new survey by Gallup and the Lumina Foundation.

The survey, conducted in June, comes out at a time when the value of a college degree is the subject of public debate.

“We hear all this skepticism of higher education,” said Courtney Brown, vice president of impact and planning for the Lumina Foundation, which advocates for opportunities for learning beyond high school available to all. “We hear the narrative that people don’t value it.”

Just last month, the results of a Gallup poll showed that confidence in higher education among Americans has been falling over the last decade.

But the results of actually asking what parents want for their own children, Brown said, are striking. This is the first survey that Gallup has specifically asked parents for their views on the topic.

“When it comes down to it, it’s pretty clear that parents hope their children get a college degree,” Brown said.

Brown has found that parents’ biggest concerns about higher education tend to be the cost, whether it leads to a job, or increasingly, whether it is political.

This may explain why community colleges were a popular option among parents who responded. Community colleges tend to have a much lower sticker price than four-year colleges, and there is a greater emphasis on job credentials. Roughly 1 out of 5 parents of varying backgrounds said that they would like to see their child enroll at a community college.

But there were some notable differences in the survey among parents, depending on their own level of education, but especially their political orientation.

The strongest narratives against higher education come from the Republican Party. That is reflected in the responses, Brown noted.

Greater differences emerged around whether students should enroll in a four-year college immediately after high school; 58% of college graduates and 53% of Democrats preferred sending their children straight to a four-year college, compared to 27% of Republicans and 30% of parents without a college degree.

Republicans are more likely to say that their children should go straight into the workforce or job training or certification, followed by independents and those without a college degree. Other options include taking time off or joining the military.

But overall, 4 out of 10 parents want to see their child attend a four-year college or university, making it the most popular option by far. This is something that comes up repeatedly in surveys about higher education.

“We see that people value four-year [degrees],” Brown said. “We see that people have trouble accessing it and have some concerns about the system, but they do greatly value it.”

The survey also measured the preferences of non-parents. It asked respondents to think about a child in their life, whether a nephew or niece, grandchild or family friend under 18 who has not graduated from high school. Responses were remarkably similar: 55% said they wanted this child to attend either a four-year or two-year college, compared to 59% of parents.

This story was originally published by EdSource.

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August 15, 2025