Politics impact college choice. These examples show how to adapt.

Higher ed is no stranger to the influence of politics. From campus protests to debates over curriculum and the elimination of DEI offices, politics has infiltrated many aspects of the academy. Now, its influence is evident in a new critical area: where students decide to enroll.

Do politics impact college choice?

This spring Echo Delta, in partnership with ADV Market Research, launched a nationwide survey of college-bound high school students to understand better how state and campus politics shape college choice. Here are a few of the findings.

• College-bound students are largely centrist, with 50% identifying as moderate, 29% as liberal and 20% as conservative.
• Three out of 4 students consider politics when they believe a campus or state’s views differ significantly from their own. For 1 in 8, this difference is a deal breaker.
• The majority of students (86%) look for information to help them gauge the political climate of campuses.
• Students’ top concerns about the political climate include fear of harassment, fear of not belonging, and concern for personal safety. 
• Divisive state politics are an issue for many students with 25% citing concerns about at least one state. 
• Nearly three-quarters of students (73%) believe institutions should remain neutral on political issues and 77% support free expression, even if it risks offending others.

The research shows perceptions of campus and state politics play a significant role in college choice for many students. Although institutions must navigate the political landscape they inherit, it would be a mistake to think they have no agency to influence how students perceive them. Colleges and universities have considerable power to shape their story in meaningful ways.

Charting a strategic course

Two questions can help universities chart the right course. First, where does the institution fall on the spectrum of political neutrality or ideological commitment? And second, how subtle or overt does the institution want to be in the communication of those views? The answers to these questions lie in the institution’s mission, values and identity but must also account for its broader political context. 

For instance, many institutions’ values will lead them toward political neutrality, which may help them appeal to the broadest base of students. Other institutions may find that embracing political viewpoints is consistent with their values but reduces their appeal broadly while strengthening it with specific segments of students. 

How forcefully or subtly the institution communicates its political values is another choice and will be driven in no small part by external factors. For example, an institution may embrace DEI initiatives but avoid using DEI-related language in its outward communications to avoid provoking controversy with some of its constituents. 

Fortunately, this isn’t just a theoretical exercise and we can learn from institutions who have already navigated the politically charged landscape.

Texas A&M: Neutral + Subtle

Texas A&M University is one of the most conservative campuses in one of the most vocally conservative states in the nation — a fact that the research shows is very likely to cause concern among many liberal students and even some moderate and conservative students. 

Enter Texas A&M’s “Where You Belong” campaign — a series of 39 beautifully produced videos housed on the admissions-focused AGGIEBOUND YouTube channel. Although the original intent of the campaign isn’t public, the series appears to be an effort to showcase the university’s commitment to fostering individuality and diversity. Through lighthearted, often-quirky, student stories, the campaign suggests a different side of the university — one where students from many backgrounds with vastly different interests can find their place. 

In many ways, “Where You Belong” represents a delicate strategic compromise between appealing to more liberal students and avoiding controversy with conservative stakeholders. On one hand, the campaign conveys an attitude of inclusivity. On the other, it never speaks the language of inclusion or diversity.

University of Chicago: Neutral + Overt

Arguably, no institution is more closely associated with political neutrality and free expression than the University of Chicago. In contrast to Texas A&M’s subtle neutrality, UChicago communicates explicitly across its website and admissions communications. 

Strategically, this makes sense. As an elite private institution where intellectual rigor and fearless debate form the core of its academic brand, UChicago has more to lose by not being clear in its position, even if it sometimes courts controversy.
The research suggests UChicago’s neutral stance aligns well with the values of today’s college-bound students, the majority of whom support free speech and institutional neutrality. Further, by vigorously communicating its position, the institution stands out in sharper relief against those that share similar values but communicate them more subtly.

Hillsdale College: Ideological + Overt

A small segment of schools can benefit from deliberately leaning into their politics and, in my opinion, no one illustrates this better than Hillsdale College. From its early days as an advocate for the abolition of slavery to its refusal to count students by race in the 1970s — not to mention, its current offering of free online courses with titles like “The American Left: From Liberalism to Despotism” — taking stands on political issues is core to Hillsdale’s identity.

Like UChicago, much of Hillsdale’s success stems from its ability to publicly and unapologetically live out its values. Ultimately, this has allowed Hillsdale to resonate strongly with students, donors and faculty who share those views while generating impressive growth in application volume, selectivity and yield.

Moving forward with authenticity

In our politically charged environment, colleges are wise to make intentional choices regarding politics and student recruitment. Whether they choose a politically neutral stance or lean into their ideological viewpoints, and whether they communicate their stance subtly or overtly, their decisions will shape how prospective students perceive their campus environment. By aligning these choices with institutional values and student needs, colleges can more authentically present themselves to a new generation of politically aware students.