For today’s prospective college students, finding the right school isn’t just about rankings or amenities, it’s about values. A new report from education research firm EAB reveals that students are making enrollment decisions through a moral and emotional lens shaped by an era of social upheaval, political polarization, and mounting mental health challenges.
Nearly one-third of students surveyed during the 2024–2025 academic year said they had removed a college from consideration for political reasons. According to the report, titled “Recruiting the Anxious Generation,” more students dropped institutions for being “too conservative” (14%) than “too liberal” (8%). A school’s location also matters: 12% rejected colleges in states they deemed overly conservative.
“Gen Z is values-driven,” the report states, citing Roberta Katz of Stanford’s Center for Advanced Study in the Behavioral Sciences. “They deeply care about others and strive for a diverse community.”
Students are also increasingly weighing issues like campus free speech and DEI (diversity, equity, and inclusion) in their sense of campus safety. Sixty percent said that feeling safe includes the “freedom to express my thoughts and values without harassment,” up from 55% the previous year. Meanwhile, 53% said that a school’s commitment to DEI contributes to that sense of safety, a belief most strongly felt among low-income students.
But beyond politics and values, students are battling another major force in the college decision process: their mental health. In EAB’s 2024 Mental Health Survey, a staggering 94% of students reported feelings of nervousness, anxiety, loneliness, or isolation. Of those, nearly 80% said those feelings impacted their college search, 45% describing that impact as moderate to extreme.
Cost remained the top stressor, but students also worried about picking the right school, choosing a major, writing essays, and taking standardized tests. These anxieties were felt most acutely by non-male, first-generation, and lower-income students.
Mental health even factored into whether students enrolled at all. Among respondents not currently in college, 21% cited mental health as their reason for opting out—second only to cost.
Even for those who do enroll, mental health support is non-negotiable. When asked what defined a “safe” campus, 67% of first-year students pointed to mental health and wellness services.
For colleges hoping to recruit and retain this generation, EAB’s findings make one thing clear: authenticity, empathy, and visible support for students’ values and well-being aren’t just appreciated, they’re expected.
