Record-Low 31% Say College Education Is 'Very Important'

Just 31% of Americans now say a college education is “very important,” a record low and a dramatic decline from 70% in 2013. Meanwhile, 29% say college is “not too important,” up from just 6% in 2013. Affordability may be contributing to the shift: Gallup notes separate research showing only 12% of U.S. adults consider a four-year college education affordable.

Changing attitudes toward college create opportunities for organizations offering different paths to education, training and careers. Sellers can approach colleges and universities, community colleges, trade and technical schools, apprenticeship programs, vocational training providers, employers, financial institutions and education financing services with campaigns emphasizing affordability, career outcomes, skills development and the value of different education options.