5 takeaways from EAB’s 2022 Parents Survey

“Parents have become more transactional, looking for a service or outcome to be fulfilled. And we have also seen a lot of new reasons that people are anxious—they’re less able to control their child’s future.”

-Psychologist and school consultant.

This is from a recent study conducted by EAB. I found this study to be incredibly insightful, and I believe my fellow enrollment leaders will share the same sentiment. In my exploration of the recent research conducted by EAB, it is evident that parents are playing an increasingly influential role in their children's college search and decision-making. They are now regarded as a top source of guidance, and their desire for direct communication from colleges has also risen significantly.

Amidst our fascination with YouTube/Social Media influencers, it's crucial not to overlook the most influential decision-maker in a student's journey. EAB has conducted parent surveys for over a decade, providing valuable insights from their latest 2022 survey of 2,000+ parents and guardians of high school students.

One key finding is that Generation X parents, facing financial challenges and concerns about their children's safety and well-being, exhibit a more transactional and anxious mindset compared to previous generations.

So, what does this mean for college enrollment leaders? I am condensing the findings of the survey here. Here are the top takeaways from the report:

1.????Parents prefer direct communication from colleges, emphasizing the importance of personalized and targeted messaging.

2.????College cost and value are major concerns for parents. Addressing these concerns should be a priority in recruitment strategies.

3.????Parents' and students' concerns about cost become more aligned as the student journey progresses, highlighting the need for ongoing communication and support.

4.????Parents actively engage across various communication channels. A multi-channel approach is key to reaching and connecting with them effectively.

5.????Parents' interests and priorities evolve throughout the recruitment journey. Adapting strategies to cater to their changing needs is crucial.

Also, it is important to note that multiple sources shape parent’s decision-making. While we are often tempted to take bigger outdoor ad spaces and stalls, the survey reveals that online resources and trusted individuals greatly influence parents. College websites, search engines, and campus visits top the list of helpful sources. In addition to digital platforms, word-of-mouth recommendations from high school counsellors, friends, family, and other parents play a significant role. It's vital to note that the web presence can influence not only parents and students but also their key influencers, including counsellors and other parents.

This underscores the importance of creating a cohesive parent journey with consistent messaging and imagery across various channels.

While parents remain key stakeholders, prioritizing the resolution of their valid concerns is paramount. Effective communication, addressing concerns, and adaptable strategies will foster meaningful connections, which goes a long way! ?

You access the survey and read more here: https://pages.eab.com/parent-survey-2022.html

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