Public trust in higher education, and institutions as a result, waxes and wanes depending on economical, technological, geopolitical, and other factors. Because today’s competitive job market demands skills commonly attained through college—although there are alternative means to developing those talents—public opinion in higher education has slightly rebounded. Still, trust is low.
Most higher education presidents are proactively tackling the public trust dilemma, at least according to the 2026 Survey of College and University Presidents by Inside Higher Ed and Hanover Research. Of the more than 2,700 survey respondents, 51 percent said they have launched initiatives aimed at improving public trust. Another 9 percent said they are planning to do so. In most instances, these initiatives involve some PR and marketing campaigns around topics such as the institution’s impact on the community and the return on an educational investment.
But as the job market intensifies and learners look for the most effective way to develop the competencies that will enable faster entry into the professional world and more promising long-term success, colleges and universities need to ensure they are seen as trustworthy, reliable, and proven skills development institutions. How can institutions restore trust among prospective and existing students?
Challenging the Cost Root Cause
One of the most common barriers to college and, thus, a belief that higher education is worth it? Cost and finances. In a 2025 NBC News poll of 1,000 registered voters, just 33 percent of respondents think that higher education is worth the cost, while 63 percent say college is not worth it because people often graduate with debt or without the skills that will enable their success in the workplace. These findings are a stark contrast to the same questions polled in 2013, which revealed that 53 percent of respondents thought higher education was a worthwhile investment.
In a different survey conducted by Lumina Foundation and GALLUP, 82% of student loan borrowers said they are worried about how effectively they will be able to repay their loans. But the survey also underlined a silver lining: Most employers still hold value in college degrees; 74 percent said the importance of a degree at their business will either grow or stay the same during the next five years.
Clearly, there is an underlying belief that higher education will yield long-term results. One of the most effective ways to address the financial barrier challenge and underscore the value of higher education is to be transparent about finances. Many presidents are working to empower learners to better understand what it costs to earn a degree, as 70 percent of IHE president survey respondents said their institution has taken steps to improve cost transparency. How? Standardizing financial aid letters, providing online cost calculators, being clearer in itemizing fees and charges, and so on.
By being transparent with costs and improving financial literacy among prospective and existing students, institutions can demonstrate trust and, hopefully, support individuals who seek higher education for job placement, professional development, or personal growth.
What else can institutions do to encourage students to trust them? Showcase the return on education investment.
Positive Experiences, Positive Returns
Student success has a lot of definitions, as some learners value their overall college experiences more than their degree earned. Others will say they define a successful higher education journey by how well they are positioned to succeed in the workplace after graduation.
For learners who value experience over skills development, institutions can deliver more meaningful engagements throughout their journey, connecting at critical touchpoints and minimizing the chances that learners will fall into at-risk categories. This can include providing basic needs services like access to housing, technology, and transportation, but it can also include integrating counseling and personalized advising to ensure students are engaged intellectually, socially, or culturally with their institution. The IHE survey touched on the importance of community and mental health, specifically, as roughly 94 percent of president respondents said they have taken nonclinical steps (emphasizing social connection, investing in wellness facilities, etc.) to promote campus well-being within the past year.
To address the needs of individuals who value being prepared for the workplace after graduation, institutions should ensure their programs are aligned with labor market trends and campus leaders should collaborate with partner organizations to ensure learners are developing the competencies that hiring organizations need. Advising and academic planning services play critical roles in these journeys, as they can keep students on track with their desired objectives.
Campus presidents are also looking toward alternative education models like credentialing to provide learners with opportunities to get in-demand skills that will drive their professional success. According to the survey, 70 percent of presidents said they are looking to expand or add short-term credential programs aligned to employer needs within the next three years.
In both cases, being transparent and promoting these experiences and outcomes will help colleges and universities improve their reputation as trusted institutions that enable and support student success—on campus and beyond.
To Thine Own Self Be True
With increasing economic pressures and growing competition in the job market, institutions need to showcase their core characteristics: education and support. Work with students to overcome financial barriers, highlight the unique qualities that make their campus stand out, and provide evidence of successful student outcomes by tracking job placement and program performance.
The higher education environment is evolving alongside technology, economic, and societal change. If colleges and universities want to address concerns over trust, they must be proactive and demonstrate their value.
