Executive Summary
As college admissions become increasingly complex, costly, and competitive, one critical stakeholder has been largely overlooked by higher education institutions: the parent. Despite being the primary economic contributor—writing tuition checks, co-signing loans, and influencing decisions—parents remain peripheral in most college admissions strategies. This white paper draws on new research to illuminate the deep anxiety parents feel about the process, the economic stakes they shoulder, and the growing uncertainty surrounding their child’s career prospects in an AI-disrupted labor market. It concludes with clear recommendations for how colleges can better engage this vital audience to build trust, increase applications, and improve matriculation outcomes.
