College admissions are at a critical juncture.

Enrollment patterns are changing, with the enrollment cliff now in full view. AI is transforming how students apply to college and how schools evaluate their potential. Additionally, institutions are navigating a complex maze of funding and policy requirements—and, at times, increased political pressures.

Amid these challenges, many higher education institutions are realizing that traditional recruitment playbooks no longer cut it. This year, admissions leaders are rethinking how to attract, evaluate, and support students, while answering a fundamental question: How do we demonstrate the value of a college degree in a world that keeps questioning its worth?

These seismic shifts were made clear in a new report by the company I cofounded, Acuity Insights. Our survey of admissions leaders across the U.S., Canada, the U.K., and Australia found that admissions teams are under greater pressure to not only react to changes but actively rebuild for the future.

From revamping how they assess applicants to retooling how they build lasting, student-centered strategies, schools need to lay the groundwork for long-term resilience and success.

Let’s start with the elephant in the room: Enrollment is down, and it’s only expected to get worse. With the demographic cliff expected to hit in earnest by fall 2025, admissions leaders are bracing for an even steeper drop in high school graduates........

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