Parents Are the Power Behind Every Decision
Parental Influence: The Hidden Driver
In 2026, parents are the true gatekeepers of the college decision. The Advance Education Parent & Student Survey reveals that:
- 87% control total education spending
- 81% help decide where their child enrolls
- Nearly three-quarters influence the choice of major
Even choices once considered student-driven, such as which schools to apply to or how many applications to send, are now shared or parent-led.
KEY TAKEAWAYS
➜ Parents remain the decisive voice in enrollment.
➜ Their influence can either paralyze or propel student confidence.
➜ Trust grows when marketing acknowledges both perspectives.
The Anxiety Connection
This high level of involvement isn’t inherently negative, but it intersects with record levels of teen anxiety and hesitation. Many students report feeling unprepared to make independent decisions about their futures, creating a dynamic where parental influence can unintentionally stall confidence and lead to decision paralysis.
What This Means for Enrollment Marketing
For institutions, the implication is clear: you’re not marketing to a student alone you’re engaging a family system.
- Address both sides: Speak to the parent’s need for safety, ROI, and financial stability while affirming the student’s need for belonging and independence.
- Equip admissions teams: Develop family FAQs and joint webinars on major selection, financial planning, and first-year transition.
- Publish transparency: Share cost-to-complete roadmaps and placement data to ease skepticism.
Download the full report → Gain the complete data behind parental influence, spending control, and decision psychology in our 2026 survey.
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3rd Annual Parent & Student Survey
The New Rules Of Higher Education Marketing
How AI and Shifting Family Priorities are Reshaping Student Recruitment
Top motivators for both parents and students
Workbook ideas and prompts for all types of higher ed institutions
90-day framework for implementation
OUR LATEST WHITEPAPER
3rd Annual Parent & Student Survey
The New Rules Of Higher Education Marketing
How AI and Shifting Family Priorities are Reshaping Student Recruitment
AI isn’t new. It’s normal. Students and parents alike are increasingly using LLMs for research – for everything from homework help to their best options for higher education. If families already use AI to choose, the question is: how is your institution meeting them there? Our latest whitepaper outlines how to publish AI-readable answers to the most asked questions, making your value legible to both humans and machines.
