In 2026, AI adoption, shifting family priorities, and growing skepticism about value are reshaping how parents and students make postsecondary decisions.
Advance Education surveyed 1,000 parents and 1,000 students to understand how families research, compare, and choose schools. The findings highlight a widening parent and student divide, rising anxiety about cost and outcomes, and the growing role of AI as the first step in the college search.
This whitepaper outlines what institutions need to do now to stay discoverable, build trust earlier in the process, and communicate effectively with both audiences.
Inside the Whitepaper
- How AI is shaping search, shortlists, and ROI comparisons
- The top priorities of parents and students and where they differ
- How parent influence affects applications, major choice, and enrollment decisions
- Where families search for information and which content they trust most
- Practical recommendations for four-year, community college, and vocational leaders
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Get the complete findings, charts, and a 90-day action framework to strengthen your recruitment strategy.
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The New Rules of Higher Education Marketing
How AI and Shifting Family Priorities are Reshaping Student Recruitment
and put the concepts to work for you.
Top motivators for both parents and students
Workbook ideas and prompts for all types of higher ed institutions
90-day framework for implementation
