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New Gallup–Lumina Study Data Suggests Parents Can't See What a University Degree Is Really Worth
Sixty-three percent of Americans say four-year colleges are doing a poor job of making education affordable. Twelve percent say they're doing well. That figure is getting a lot of attention along with other results in the latest Gallup and Lumina Foundation survey of 2,043 adults. Ironically, this data will surprise very few people working in the sector who are paying attention. When you look at the data, one number stands out and provides hope for institutions. Among parents who hold a college degree, 48 percent want a four-year university for their child. And among parents with some college or a high school diploma, fewer than 20 percent do. Both groups want education after high school. What separates them is whether the parent has personally experienced what a degree does to employment, earnings and job satisfaction. So the case for the four-year degree is currently being carried by "lived experience", which, by definition, does not reach families who haven't had it. These are the families four-year institutions most need to reach. Community colleges, by contrast, show what the alternative looks like when it's explained well. They're rated good or excellent by 68 percent on access, 61 percent on quality, 54 percent on affordability and 52 percent on workforce preparation. Four-year institutions lead in one category: advancing knowledge and new discoveries, 53 percent to 46. Price is where institutions have hurt themselves most directly. Net prices have fallen across income brackets and institution types over six years, yet colleges continue publishing sticker figures that most enrolled students never pay. Courtney Brown calls transparency “the missing link in rebuilding trust.” A family that can't determine the price before applying will assume the advertised number is the price. The 3 Themes Run Through this Data Evidence has to Connect with Audiences Who Have No Reference Point: Institutions often position for families who already understand how higher education works. And the survey suggests the persuadable audience is the one that doesn't. Unexplained Value Doesn't Count: A college credential that costs less, takes two years, and ends in a job explains itself. A benefit that compounds over thirty years does not, and most institutions have responded by falling back on median starting salary. Universities need to show other evidence of value. Scattered Evidence Isn't Discoverable: Aid data, outcomes, faculty expertise, and research impact each live in a different department, in different faculties, and in different systems. It’s challenging for CMO’s to unify all this information. But the market isn’t waiting for that to happen. Students and families now hand that assembly job to an AI search tool, and whatever it retrieves and attributes is functionally what the institution has said. None of this starts with a campaign. Write down the ten questions families ask most often, then check what your website, your faculty pages and an AI assistant currently return for each one. Most institutions find the evidence exists and nobody can locate it. At ExpertFile we understand we can’t fix all of these problems. Nonetheless, we’re working hard to make faculty expertise and research more findable and relatable to a variety of audiences - this includes the students and families that have important questions about the value of university. Americans have not given up on higher education. They just want clearer evidence of what it costs and what it returns, and they want it from credible voices willing to put their names to it.
