That’s the core question colleges and universities across North America are grappling with in 2025.
In my (almost) 9 years at Lux, we’ve partnered with clients in the education sector every year. But in recent years, inquiries about brand and student experience research have surged, a clear sign of growing urgency on campuses.
Our own research, alongside broader industry data, points to several converging pressures:
- Financial Pressures & Enrollment Shifts
In Canada, a cap on international student permits has triggered enrollment declines, program cuts, and widespread layoffs. Many institutions are now operating at a deficit.
In the US, demographic changes have hit small private and regional institutions especially hard, leading to closures, mergers, and continued domestic enrollment declines.
- Declining Value Perceptions & Skills Gaps
Student debt and underemployment are fueling skepticism, particularly among Gen Z. Many graduates feel their degrees haven’t translated into meaningful employment, while interest in trade programs and micro-credentials continues to grow.
- International Student Policy Volatility
In Canada, changes to Post-Graduation Work Permit (PGWP) eligibility and stricter permit caps have challenged recruitment efforts for institutions relying on international students, resulting in millions in lost revenue.
In the US, visa restrictions, research funding scrutiny, and global competition have driven prospective students and researchers to consider alternative destinations.
How Institutions Are Responding: Listening to Key Audiences
As external pressures mount, education leaders are turning to research to better understand how different stakeholders perceive their institutions and how to respond effectively.
Here are the kinds of questions we’re helping them explore:
Prospective Students
- How does our brand compare to key competitors?
- What motivates or prevents students from choosing us?
- How appealing are our programs, courses, and student services?
Current Students
- How has the student experience lived up to expectations?
- What services have been most helpful? What’s missing?
- Do students feel prepared for life and work after graduation?
Alumni
- How did their education support their careers or personal growth?
- What would re-engage them with the institution?
Parents
- How do they perceive our brand and value proposition?
- What concerns or priorities shape their influence?
Faculty & Staff
- What are their perspectives on how the institution is responding?
- Where is there alignment or misalignment between internal and external perceptions?
Employers & Industry Partners
- How do they view the readiness of graduates?
- What skills or capabilities are missing?
- Are they open to partnerships and what would that look like?
From Insight to Action
While demographics, policy, and cultural shifts may be beyond institutional control, a deep understanding of stakeholder perceptions, emotions, and behavior is not.
Research provides the clarity needed to refine strategy, whether it’s shaping your brand, evolving your programs, or strengthening support services.
Institutions that listen well will lead well.