EAB Wrapped 2025: A year of reckoning—and reinvention—in higher ed

by Alessandra Falconer

2025 was a year of big changes, and nowhere was that more apparent than in higher education. From shifting student expectations among both traditional-aged students and adult learners to an evolving policy environment, colleges and universities found themselves under pressure from all sides. Amid these challenges, EAB’s research became a go‑to for thousands of higher‑ed professionals seeking clarity, strategic direction, and actionable insight.

Before we head into 2026, we’re looking back at the content that resonated the most with you, whether it was a blog you read, a webinar you attended, or a podcast that stood out to you. Read on below for our biggest topics from this past year.

The biggest higher ed hits of 2025

As public confidence in higher ed declined, institutions sought resources on how to build a positive reputation, foster accountability, and regain trust. This content helped leaders reframe the “value conversation” not only with prospective students but also with donors, policymakers, and their own communities.

• Blog: Why brand management is your best bet for fighting higher ed’s image problem
• Blog: What to say to a donor who’s lost faith in higher ed
• Podcast: Under Pressure: Grad Enrollment Pros Sound Off

Discussions and plans surrounding AI were all but impossible to ignore this year, as the tech shifted from a trendy buzzword into a must-have implementation in higher ed strategy. Institutions looked for guidance on where to start, and our most popular resources provided insights on AI’s real potential on today’s campuses. 

• Webinar: How to prepare your campus data ecosystem for an AI-powered future
• Infographic: 30 AI use cases for the student journey
• Insight Paper: Get your data infrastructure AI-ready: The 2025 playbook for education leaders

With demographic shifts, evolving student behavior, and changing graduate markets, 2025 required institutions to rethink how they attract and enroll students. The resources below captured new strategies, practical tactics, and fresh thinking on enrollment and recruitment.

• Webinar: Recruiting the Anxious Generation
• Infographic: How to Break Through to the Always-Online Generation
• Podcast: New college rankings focus on student success
• Insight Paper: College Search Trends Across Space and Time: 2025 Edition
• Webinar: The Right Leads + The Right .edu: Powering Your Graduate Enrollment Engine

In 2025, the definition of “student success” was refined, with many institutions embracing holistic, tech‑enhanced support—from early alert systems to AI-enabled advising. The following guides helped campus leaders reimagine how to better support students in a post‑pandemic, digital world.

• Insight Paper: Engage Faculty in Student Success
• Infographic: 3 student readiness gaps to address today and how technology can help

As financial pressures grew and the federal government introduced new accountability measures, institutions needed to be clear about what they offer. This content helped leaders articulate the value of education: not just in price, but also in support, outcomes, transparency, and long‑term return on investment.

• Insight Paper: Student and Family Perceptions of College Cost and Value in 2025
• Infographic: Understanding the revenues and costs of higher education

One of the biggest changes in higher education this year was the series of policy shifts that began near the start of the year. With the freezing of public funding, there was a renewed emphasis on private giving and external partnerships. The resources below showcase how institutions can nurture donor trust, tell powerful impact stories, and build sustainable advancement strategies even amid uncertainty.

• Insight Paper: 2025 Advancement Leaders Playbook: Insights from EAB’s Advancement Leaders Survey
• Podcast: How Will Federal Cuts Impact Grant Strategies?
• Infographic: The missing pieces of a healthy pipeline

Looking to 2026 and beyond

2025 saw higher ed tasked with answering hard questions about value, public trust, and what “student success” really means. And with 2026 right around the corner, we expect those questions to evolve. From AI governance to deeper re‑evaluation of the student recruitment experience, the road ahead will demand strategy, agility, and clarity.

The resources listed above are your starting point for rethinking your institutional strategies and goals. We were proud to go through this journey with you, and we can’t wait to see where the road takes us in 2026!