The Growing Gap Between Parent and Student Priorities
The Parent and Student Divide
Advance Education’s 3rd Annual Parent & Student Survey shows a clear disconnect between what parents prioritize and what students need. Both move through the same enrollment journey, but they look for different signals and interpret information through different lenses.
KEY TAKEAWAYS
➜ Parents and students value different information.
➜ Misalignment creates decision delays.
➜ Clear ROI plus strong belonging signals increase conversions.
What Parents Want vs What Students Need
Parents want clarity and predictability. Their focus is on cost-to-complete, placement rates, earnings, and long-term value. They turn to structured data and AI tools for confidence.
Parents ask:
- Will this degree pay off?
- Can my child transition successfully?
Students lead with emotion and identity. They want to feel supported, welcomed, and ready for the next step. Social content and peer storytelling shape their perceptions.
Students ask:
- Will I fit in here?
- Is this the right path for me?
Where Misalignment Slows Decisions
Parents push for security. Students want independence. When communication speaks to only one side, hesitation increases and decisions slow.
How Institutions Can Bridge the Divide
- Parallel messaging: ROI content for parents and belonging-focused content for students.
- Shared resources: Joint FAQs and side-by-side program comparisons.
- Support-first storytelling: Highlight advising and transition support early.
Download the full report → Access the full findings from Advance Education’s 3rd Annual Parent & Student 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.
