In just one decade, the percentage of young adults who have said that a college degree is ‘very important’ fell from 74% to 41%.

This is according to The New York Times Magazine’s recent report, which took a deep dive into why Americans, both young and older, are losing faith in the value of college. 

The stark decline in confidence towards higher education in the U.S. is a well-recognized issue among those in the higher education sector, as well as others concerned with the overall health of the U.S. economy. The extent of this problem, however, is particularly striking.

Currently, only about a third of Americans express a high level of confidence in higher education. This significant decrease in trust is in stark contrast to trends in other countries, such as Britain and Canada, where confidence in higher education has actually increased.

This presents a complex and pervasive challenge that extends well beyond the influence of any single university. For marketing and admissions teams in particular, this trend represents a formidable obstacle. Despite the limitations faced by these institutions in reversing the overall perception of college education, there are still strategies that can be employed to positively influence their target market’s beliefs and attitudes.

It’s a tall order to tackle, and one that even the most optimistic of marketing departments may struggle to tackle with confidence.

Nearly half of Gen-Z in the U.S. believe that a high school diploma suffices for financial security, suggesting a shift towards alternative career paths. This trend raises questions about why young Americans are considering options other than a traditional college education.

A primary factor is the cost of education in the U.S., which far exceeds that of many international alternatives. While affluent students may not feel the pinch, those from middle and lower-income families certainly face financial strain.

Social media plays a role in shaping this generation’s perceptions, presenting various paths to success that are seemingly less costly than a college degree. This narrative extends beyond mere aspirations for social media fame; it reflects a broader shift in the workforce landscape, offering diverse opportunities.

The high cost of college education is a central issue contributing to this dwindling confidence. However, addressing this concern directly is beyond the scope of university marketing and admissions teams. Instead, their challenge lies in navigating these perceptions and finding ways to highlight the unique value of a college education in today’s changing world.

How can marketing and admissions teams adapt?

Effective marketing is essential in highlighting the importance of a college education and the unique opportunities it provides compared to other paths. Here’s how university marketing departments can adapt their strategies:

1) Emphasize graduate outcomes and ROI: Recognizing that 45% of Gen-Z needs more convincing about the value of a college education, focus on graduate success stories and the return on investment. Use targeted social media ads, influencer marketing, and open days to communicate these benefits.

2) Showcase the university experience: Highlight the range of extracurricular activities, societies, industry connections, and courses offering internships or work experience. Emphasize how these opportunities prepare students for their future, going beyond academics.

3) Innovate and elevate offerings: Analyze what alternative career paths offer and adapt university offerings to be competitive. Focus on life skills needed in today’s workforce and ensure these are part of the university’s curriculum and extracurricular activities.

4) Target parental concerns: With a notable shift in parental attitudes towards a four-year college education, tailor marketing efforts to address these concerns. Focus on the long-term benefits of a college education for their children.

5) Expand focus to international students: In light of declining domestic demand, pivot to international markets where a U.S. education is still valued. Address concerns arising from recent global events and highlight the unique advantages of studying in the U.S.

6) Redefine the college value proposition: In an increasingly skeptical market, it’s crucial to communicate the distinct benefits of a university education. Position the institution as a leader in educational innovation and a provider of unparalleled opportunities.

By implementing these strategies, university marketing departments can effectively respond to the changing perceptions and demands of the education market, ensuring the relevance and appeal of their institutions in a competitive landscape.