What’s happening:

The value of a college degree is no longer a given. While many still see higher education as important, growing numbers believe it is not essential for success in today’s job market. Rising tuition costs, student debt, and the increasing visibility of alternative pathways — from trade schools and apprenticeships to online certifications — are reshaping how people think about the best path forward. At the same time, the rise of AI and automation is fueling uncertainty about which careers will remain secure, elevating the perceived value of hands-on, human-centered work in fields like skilled trades, healthcare, and public safety. Together, these shifts show a cultural rethinking of what education and career preparation should look like in the years ahead.

What we found:

  • Just 37% would recommend a 4-year college degree as the path forward for the next generation. For Gen Z, this number is 29%, indicating the younger generation may be even more disillusioned regarding the value of a degree.
  • Tuition and student debt (42%) and job placement/earning potential (37%) are the top factors influencing how people view college’s value.
    Looking ahead over the next 10-15 years:

    • Only 44% believe college enrollment will increase
    • While 67% believe there will be an increased demand for trades professionals
  • …Indicating that people expect the value of education to diversify, with demand rising for both degrees and skilled trades.
  • 86% believe that AI and automation will affect career opportunities over the next decade, but hands-on work like skilled trades and healthcare are seen as the most resilient.

Why it matters:

Consumers are moving away from a one-size-fits-all view of education and success. While many still see college as valuable, there is growing recognition that trades, community colleges, and alternative programs can provide equally viable paths. Underneath this shift is a stronger emphasis on skills, the practical, durable abilities that feel more secure against rising costs of education and the uncertainty of AI’s role in the workplace. This highlights a more pragmatic consumer mindset, one that prioritizes outcomes over tradition and responds to opportunities that help them feel prepared, capable, and confident about the future.

(N=956, MoE ±3.17%, 95% CI,

Data Collected: September 5-8 2025)

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