Brain Waves Blog

Only 22% of Americans say the cost of getting a degree is worth it, even if you have to take out loans. In our research, cost-related concerns and financial aid discussions were consistent—students and families want a clear understanding of the cost and to know the degree is worth their investment.

The skills students want from college extend beyond employability, supporting economic growth. Our research on public trust in higher education found the public believes the purpose of higher ed is to gain value from the degree. Audiences regularly question the value of post-secondary degrees, whether the outcomes are “worth it,” and what value they gain.

Median earnings of bachelor’s degree recipients were $31,200 (62%) higher in 2024 than those of high school graduates according to College Board’s Education Pays 2026 research.

One of the most proven ways to attract prospective students is for campuses to highlight the ROI of their degree. Over the past ten years, 62% of the conversation focused on the post-graduation path—students and families want to know the degree is worth the cost. 

In the last ten years, peer-to-peer online conversation about admissions has increased more than 10x. What students and parents share with peers online drives their decision-making—they want advice from their peers, people who live and look like them.

Students and families want to know that their degree has value and will help them obtain not just a job, but a career. With roughly half of adults (49%) saying it’s less important to have a four-year college degree today in order to get a well-paying job than it was 20 years ago, students increasingly question whether college is worth the cost.

Strengthening your brand is one of the most effective ways to keep your campus resilient and prepared for what’s next. Brand equity—the value your brand holds in the minds of your audiences—is how you understand and grow that strength over time. Brand experience is the aspect of brand equity that assesses if a brand provides unique value and lives up to its promise. Knowing and measuring brand experience enables you to evolve messaging to reflect what the brand delivers, deepening loyalty and trust.