Americans’ trust in higher ed has reached a new low. Here’s how to navigate the ongoing confidence crisis.

While it may not be the only factor contributing to declining confidence in higher education, you cannot ignore the impact of the skyrocketing cost of tuition. Jon Fansmith, Senior Vice President for Government Relations at the American Council on Education, stated these results reflect a “concentrated disenchantment” with higher education, which may be fueled by the financial burden it imposes. Moreover, younger generations are increasingly questioning the value of a traditional college degree. Rather than moving from high school to college, students are finding different avenues to create a career without acquiring large student debt. This, however, creates a vicious cycle: as fewer students enroll, institutions raise tuition to compensate for lost revenue, which continues to drive potential students further away from higher education.

The decline in confidence in higher ed has potentially far-reaching consequences, including a significant impact on institutions’ financial bottom lines. As university leaders contend with changing the narrative around the value of higher education, they must also deal with their very real financial needs as well. College and university leaders must explore avenues to offset lost revenue and prioritize cost-containment strategies that allow them to alleviate financial concerns without resorting to tuition increases. When asked to reflect on what’s working for our partners, our researchers identified the following tactics: