Student and Family Perceptions of College Cost and Value in 2025
Families are weighing the cost of college earlier and more heavily than ever before, and those concerns are directly shaping where students apply and enroll. Drawing on insights from EAB’s 2025 surveys of more than 30,000 students, this brief explores how affordability, financial aid, and value perceptions are influencing the college search and decision-making process.
The report highlights the top concerns driving students away from certain schools, why many choose financial aid packages over prestige, and how debt aversion shapes what “affordable” really means to today’s families. It also shares what students and parents say colleges must do to clearly communicate value, outcomes, and return on investment.
Download the insight brief for actionable strategies for addressing rising cost concerns, clarifying aid policies, and strengthening communications with both students and parents.
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