On October 15th, Pew Research Center released an article titled, “Growing share of Americans say the U.S. higher education system is headed in the wrong direction.” It is the latest in a long series of public opinion surveys since 2015 with similar findings, and colleges and universities need to be attuned to what the public thinks of them.

However, I have to admit that I’m growing tired of these polls—and the headlines and chatter they provoke. Yes, there are intelligible shards of valuable insight if you can sort the real findings from the “clickbait” that institutions should take seriously, including:

1. Tackle cost: Bring it down, and better communicate what the “discount rate” really means in practice.

2. Embed tangible skills: Infuse degree programs with market-ready competencies and integrate at least one career certification into every course.

3. Guarantee experience and connection: Ensure every student has opportunities for work experience and

   co-curricular networking with alumni.

4. Demonstrate ROI: Track and publish clear, accessible data on graduates’ career outcomes.

Beyond these, the critical response to such polls should be for colleges and universities to actively and consistently promote the tangible good they do—for students, the economy, and their communities.

So why am I tired of these surveys? Because their findings are often presented—and interpreted—as if colleges are negligent, “bilking” the public, or that higher education is no longer a key route to career and life success.

None of these conclusions are true. But they are unsurprising when a large portion of respondents include individuals who (a) have long been skeptical of higher education, and colossally more importantly (b) have not attended college. Among the many “newsy” demographic splits often reported (“political affiliation,” etc.), the only one that truly provides relevant perspective is “4-year college graduates.” For everyone else, what is their basis for answering questions about affordability, career preparation, or satisfaction? In a courtroom, that would be called hearsay.

Consider Gallup’s summer 2025 poll: one of its most baffling findings was that “political agendas” have become the top concern about higher education—overtaking “cost/expense” by 14 points. Sound familiar?

These surveys would be far more informative if they showcased meaningful categories such as:

1. Parents of current or prospective college students;

2. Parents of recent graduates;

3. Current or recent students;

4. Current prospective students.

When these populations are surveyed, the results look very different:

• Gallup’s August 2025 study

  found that three-quarters of American parents still want their children to continue education after high school—though the form and focus may vary.

• The same study

  showed that Americans without children also want young people they know to pursue education after high school, nearly matching parents’ views.

• Inside Higher Ed’s August 2025 “Student Voices” survey

  revealed that 62% of students trust their institution, with students aged 25+ even more confident than traditional Gen Z learners.

• That same survey

  reported that trust in higher education grows during enrollment for one-quarter of students, and remains steady for another 40%. Interestingly, the decline in trust is concentrated among Gen Z students, not older learners.

• Finally

  , cost remains the dominant concern (47%), followed by questions about value (24%). Only 8% cited “ideological bias.”

Five Implications for Institutions

1. Reframe the Narrative.

   Institutions must take control of their story. Negative perceptions thrive in a vacuum; transparency and consistent communication about outcomes and community impact can shift the conversation.

2. Prioritize Affordability and Clarity.

   Simplify how costs, aid, and “discount rates” are explained. Help families understand what they will

   actually

   pay and what they will receive in return.

3. Strengthen Career Integration.

   Bridge the gap between academic learning and employability by embedding certifications, work-integrated learning, and alumni networking into every program.

4. Differentiate the Message by Audience.

   Surveys show that trust and perception vary by age and proximity to higher education. Institutions should tailor communications for parents, current students, and adult learners rather than relying on one-size-fits-all narratives.

5. Use Data to Build Confidence.

   Publish clear, consistent data on student outcomes and ROI—not just employment rates but also satisfaction, skills gained, and community contributions—to reinforce the continuing value of a college education.

My Take: The public hasn’t abandoned higher education. They’ve just been fed a steady diet of distorted headlines to which colleges and universities have been slow - and sometimes ill-prepared - to respond and defend themselves. A data culture will help institutions deploy and promote their impact and success.

The most important thing they must master is ensuring that their graduates are prepared for – and get – jobs. Don’t interpret CEO chatter that they either a) just want employees who can communicate and thing critically, or b) don’t care about degrees any more as a case for business as usual. Hiring managers are looking for new employees with tangible and documented skills as well as work experience. Make sure your students have these, and then document their success.