Diverse: Issues In Higher Education
EAB surveyed parents of college applicants to understand their concerns and behaviors. Concerns include college cost, scholarships, and student debt. Problems with the FAFSA impacted responses. Recommendations include robust parent communication and early engagement, discussing cost openly, and conveying a sense of belonging in marketing. Parents also want information on value, career readiness, mental health, and student safety. Colleges need to communicate clearly about cost and value to attract students and families….