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Higher education faces a demographic cliff. By 2037, the number of high school graduates will fall by 12%, ending decades of expansion. This structural shift means institutions will compete more fiercely for fewer students.

Rising parental oversight, debt anxiety, and fear of making the wrong choice have created a generation of students who freeze at the point of decision. Our latest survey shows that while parents lead on financial matters, students carry emotional weight, balancing expectations, independence, and anxiety about readiness.

Parents remain the decisive voice in enrollment; their influence can either paralyze or propel student confidence. Successful enrollment strategies are ones that build trust by acknowledging both perspectives.

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.