Adapting to a New Era in Higher Education: Key Trends for Digital Advertisers

The higher education landscape is undergoing a major shift, and with it, the way universities and advertisers connect with prospective students. As enrollment numbers decline among traditional high school graduates, institutions are increasingly reaching out to new audiences—adult learners, mid-career professionals, and even retirees. This shift creates exciting opportunities for digital advertisers, but it also demands a new approach to understand and engage these evolving groups.

In this blog series, based on insights from our recent eBook, The Future of Higher Education Advertising: Engaging Lifelong Learners (available for download here), we’ll explore key trends shaping the higher education environment and the strategies advertisers need to stay ahead. As these changes unfold, digital advertisers play a critical role in connecting universities with today’s lifelong learners by using data-driven insights and tailored messaging to reach diverse audiences more effectively.

The Changing Higher Education Landscape

In recent years, the concept of the “traditional student” has changed, with several key trends creating both challenges and opportunities for universities:

Decline in Traditional Enrollments

Many universities face a shrinking pool of recent high school graduates, a group that traditionally drives undergraduate enrollment. Undergraduate enrollment in the U.S. alone dropped by 4% between 2020 and 2022, and many institutions are feeling the effects. As fewer young adults enroll directly after high school, schools are broadening their outreach to include non-traditional students who pursue education later in life.

Surge in Demand for Lifelong Learning

The rise of the adult learner is perhaps the most significant shift in higher education today. From mid-career professionals looking for a competitive edge to retirees seeking personal fulfillment, the “lifelong learner” now plays a central role in the education market. Many of these individuals are balancing full-time jobs or other commitments, so they prioritize flexible, career-focused programs like online degrees, part-time certifications, and short-term courses.

Cost Sensitivity and Financial Constraints

Rising tuition costs, coupled with economic uncertainty, are making potential students increasingly cost-conscious. Many learners today are carefully evaluating the ROI of a college degree, looking for programs that offer clear career benefits, financial aid options, and flexibility to work while studying. For universities, the challenge is to prove the tangible value of their offerings amid growing scrutiny of tuition and fees.

New Priorities for Working Adults and Mid-Career Professionals

Working adults, especially those in mid-career, are shifting priorities from degrees that once served as credentials to programs that focus on specific, applicable skills. The desire for professional development, coupled with the practical need to juggle work and studies, means that universities must offer programs that are relevant, flexible, and directly aligned with industry demands.

Diverse Learning Preferences Across Age Groups

The education market now spans a broader age range than ever, from young university-bound families to tech-savvy retirees. This diversity means that a “one-size-fits-all” approach no longer applies. Today’s learners seek institutions that recognize their unique circumstances, whether that’s balancing a family budget, enhancing mid-career skills, or pursuing a new interest in retirement.

The Power of Personalization: Reaching Today’s Learners with Targeted Strategies

The shifts in higher education demand fresh approaches in digital advertising to effectively reach each unique learner. Advertisers are tasked with balancing broad institutional appeal with highly personalized messaging that speaks directly to the needs and goals of each audience segment. Data-driven personalization is essential here: by using behavioral insights, advertisers can understand where different groups spend their time online and what content resonates most with them. For instance, young families may prioritize information on affordability and career outcomes, while corporate professionals might focus more on flexibility and career-enhancing skills.

Building Connections in a Changing Landscape

As the higher education landscape transforms, targeted digital advertising strategies become crucial. Recognizing and responding to the motivations of each learner group enables advertisers to engage in ways that feel relevant and timely. In our next post, we’ll dive into “University Bound Families” to illustrate this in action, exploring how family influence shapes educational choices and how advertisers can effectively reach these decision-makers. Read the next post here to learn more.