Insight Paper

2024 Parent Survey: Understanding Top Parent Concerns in College Search

Insights and Recommendations for Enrollment Leaders

While 73% of parents want direct communication from colleges, many institutions fall short in developing a robust strategy for parent outreach. As concerns about the value of higher education continue to rise, it's more important than ever for colleges to address parent concerns early and often throughout the recruitment process.

Download this insight paper to learn more about:

Top changes in parents' college perceptions and preferences since 2022
Shifts in attitude about cost and value, including rising debt aversion
Variations in parent priorities and communication preferences by race, ethnicity, and income
Recommendations for how to articulate value and communicate about financial concerns effectively