Yes, higher education is under attack in the U.S., and yes, the country feels hopelessly divided, but here’s a point of agreement: Most adults see high value in earning a degree or professional credential.

The 2025 State of Higher Education Report conducted by Gallup and the Lumina Foundation shows a strong demand for higher education among U.S. adults. One pool of respondents in particular—non-degree, non-credential-holding adults—reveal an untapped market:

• 89% place high value on earning a degree or credential
• 75-95% say a degree or credential is extremely or highly valuable—and this is across all ages, races, political affiliations and educational backgrounds

In addition, 57% say they’ve considered enrolling in the past two years. So, what’s stopping them? It may be your marketing.

Adult learners have specific goals and needs. They are motivated to enroll by several factors:

• The hope of earning a higher income as a result of the degree/credential
• The availability of financial aid to offset the cost
• The flexibility of the program so they can balance their responsibilities
• The duration of the program

To effectively reach and engage this population, we need to address their hopes and concerns in the marketing content (ads, landing pages, brochures and especially on the website).

To do so, create marketing content that addresses the career success of students in the program and the earnings potential. Highlight financial aid opportunities, especially grants and loan forgiveness programs. Promote the program’s flexibility (hybrid/online formats, faculty support) and duration. Use the words and experiences of other students to reinforce these messages along with stats and institutional strengths.

Chances are your institution has what these adult learners are looking for: affordable, concise and career-focused degrees or professional certificates. Make it easy for them to find the opportunities (and support) your institution offers.

As the report concludes, these adults “continue to perceive significant challenges in accessing and completing higher education, but their belief in its value remains steadfast.”