Register
Admissions trends to watch: past challenges and future priorities
What does 2024 hold for higher education? As institutions grapple with ongoing challenges and new obstacles in the year ahead, admissions leaders are reevaluating strategies, revamping processes, and reaffirming their commitment to their institutions' efforts to expand access to higher education.
From the advent of generative artificial intelligence to the Supreme Court's decision to overturn affirmative action, many changes have impacted student recruitment and admissions in 2023, forcing schools to prioritize flexibility and adaptation.
But in 2024, it will not be enough to simply respond to change. Institutions need a proactive approach to drive innovation and reshape the future of higher education. It's a pivotal moment – are schools ready to embrace it?
3 trends that will shape higher education in 2023
The events of the past year have raised big questions that strike at the heart of higher education: What is the value of a degree in today's economy? How do new technologies affect learning and teaching? How can organizations stay true to their mission and maintain diversity and equity goals under new rules and regulations?
These questions reflect the myriad challenges and trends impacting admissions practices in 2023:
1) Declining confidence in higher education. Although student enrollment rose in 2023, it has not yet recovered to pre-pandemic levels. This ongoing challenge highlights deep skepticism among the general public about the value of higher education. In response to rising education costs and changing workforce needs, more prospective students are choosing alternatives to post-secondary education. In fact, only about a third of Americans say they have “a great deal” or “a very much” confidence in postsecondary education, while more than half say a four-year degree is not worth the cost. As a result, many schools are improving academic programs, expanding course offerings, and revamping recruitment and marketing strategies to meet changing student preferences and market demands.
2) Technology has opened up new opportunities and new challenges. Even with the return of in-person learning, remote courses and programs remain widely available. While online learning programs continue to offer greater flexibility and freedom to students, other technological innovations have proven to be more complex, especially generative artificial intelligence. The emergence of ChatGPT, Bard, and other generative AI tools has raised new questions about academic integrity — and what, if anything, schools can do to prevent students from plagiarizing, cheating, and misusing AI tools in personal essays and application materials. While all questions and concerns about generative AI have not yet been fully answered, higher education leaders have begun to develop strategies and best practices to guide the responsible use of AI technologies.
3) The end of affirmative action upended acceptance There has been no greater disruption in 2023 than the Supreme Court ruling striking down affirmative action policies in admissions. The decision upended the schools' admissions policies, hiring strategies, and diversity goals. In fact, a recent study by Acuity found that 73% of admissions leaders believe bans on affirmative action have a significant impact on student diversity. Months after the ruling, uncertainty remains about its legal implications and impact on admissions policies.
These challenges will not disappear with the arrival of the new year. Indeed, it is critical that schools develop long-term, sustainable solutions to address uncertainties about higher education, concerns about technology, and potential changes in admissions practices.
3 things higher education leaders should pay attention to in 2024
