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The higher education world is shifting—are you ready? With the looming higher education enrollment cliff, institutions that don’t adapt will get left behind. But there’s good news: by understanding the new student market, you can thrive in this changing landscape. 

Could college enrollment take a big hit in 2025? 

Despite a brief pandemic-induced boost, graduate enrollments are now on the decline, as are transfers from two-year to four-year institutions. The demand for higher education is down in a mature market significantly pushing back on rising costs. 

Agencies like Borshoff specialize in higher education, here’s our insider’s guide to surviving (and thriving) beyond 2025. 

The Future of Higher Ed: Where Are All the Students? 

Say goodbye to the days of relying on traditional students. The number of eligible 18-year-olds is dropping, and the student demographic is changing fast. Here’s what to expect: 

• Declining Traditional Students: Fewer 18-year-olds mean fewer typical college-bound students—especially in certain regions. 

• Diverse Populations on the Rise: Hispanic and Latino students are growing, while White and Black student populations are shrinking. 

• First-Generation Students: This group is booming, and they need extra support to succeed. 

• Adult Learners: An untapped market with diverse educational backgrounds and needs. Millions of adults are ready to level up their education—if your institution knows how to reach them.  

Who Is the New College Student? 

The new generation of students isn’t like the ones who came before. They’re savvy, demanding, and laser-focused on what they want. Here’s what they’re looking for: 

• Customization and Flexibility: One-size-fits-all is out. Today’s students need programs that fit their unique backgrounds and career goals. 

• Digital First: They grew up with smartphones and expect your campus to be just as tech-friendly as their favorite apps. 

• Career Focused: These students aren’t just looking for a degree; they’re looking for a future. If your programs don’t lead to jobs, you’ll lose them to someone who does. 

• Affordable Options: Sticker shock is real. Scholarships, financial aid, and affordability are deal-breakers for many students. 

Read more on the enrollment cliff of 2025 in part 1 of this blog, Cliffhanger: Surviving the Higher Education Enrollment Crisis

Success Stories 

Read our full guide to see how forward-thinking universities have revamped their strategies to attract and retain the new generation of students—and how they’re seeing record enrollments because of it.  

Read our full guide to learn more – your survival depends on it!