Mallory and Seth dive into a new Dentsu Consumer Navigator study on the American Mindset. They explore the potential impact of economic uncertainty on higher education enrollment and the rise of alternative credentials. The conversation then shifts to the Pennsylvania governor’s proposed tuition reduction plan, its implications for different types of institutions, and the need for equitable implementation.

Takeaways:

• Consumer confidence in the economy is declining, despite the stock market performing well.
• Historically, higher education enrollment increases during economic downturns, but this time may be different due to decreased confidence in the value of a college degree.
• Marketers should focus on increasing scholarship opportunities and positioning on value rather than price.
• Pennsylvania Gov. Josh Shapiro recently unveiled a tuition reduction plan for low- and middle-income students. But is the plan fair and will it undercut the cost saving value prop for the state’s community colleges? 

Dentsu Reports: https://www.dentsu.com/us/en/navigator

Pennsylvania Higher Ed System Restructuring Plan: https://www.chronicle.com/article/pennsylvanias-governor-seeks-to-consolidate-most-of-its-public-colleges-and-make-them-more-affordable

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