Americans need some convincing about the true value of higher ed. They “haven’t given up on college,” but institutions need to prove that what students learn will lead to civic and economic opportunities, says a new analysis.
And the most important place to provide that evidence is in the communities surrounding campus, says the report, “Trust in Higher Education Starts Local,” from C&S (Campus and Community Solutions), a civic education nonprofit.
“Higher ed doesn’t have a PR problem. It has a proof problem,” says the organization that surveyed more than 2,400 adults in the U.S. to examine attitudes toward colleges and universities—and to chart a path forward.
People trust the college down the road more than “higher ed” in the abstract, the report notes. Most of those surveyed would participate in activities at a local campus and also believe that colleges can have the biggest impact in their own communities.
“People want colleges to show up, solve problems and work alongside them,” the report contends.
Here is what the Americans surveyed say about the value of higher education:
- 74% trust colleges, universities and community colleges to do what is right.
- 25% trust colleges “a great deal” while nearly half (49%) trust them only “somewhat.”
Those who trust colleges believe:
- 63%:Higher ed needs major changes
- 48%: Colleges mostly serve the rich and powerful
- 43%: Colleges look down on people without degrees
The report identifies six audience mindsets—from “All-In Allies” to “Hardline Opponents,” with a “moveable middle” of Constructive Critics, Civic-Minded Reformers, and ROI Skeptics in between.
Together, these middle groups represent nearly half of the American public. Winning them over, the authors contend, won’t require persuading people that college matters. “Many already believe that,” the report states. “What people want is to see how colleges translate their values into action.”
The report recommends three strategies for shifting the narrative in favor of higher ed:
- Go local: Make community impact a throughline—both in how the institution shows up locally and how it prepares students to improve the communities they will shape.
- Make the local visible: Tell human stories of students, faculty, and campuses solving real problems.
- Be honest about the work ahead: Americans know there’s work to do and want to help. Make the effort to close that gap in visible and public ways.
“The future of higher education will not be shaped only by national debates,” the report concludes. “It will be shaped by what people see in their own communities.
District Administration uses artificial intelligence to support research and drafting, with all content reviewed and verified by the author.
