By Kathleen Shannon - Producer, Contact - News
Big Sky Connection - A new report shows for prospective college students, politics, ideology and mental health support are all important considerations in their search for a school. Comments by Pam Royall, head of research, enrollment and marketing solutions division, EAB (a consulting firm formerly known as Education Advisory Board).
Click on the image above for the audio. Some 67% of college students say a characteristic of "safe" campuses is offering support for mental health and wellness, according to a report from the education consulting firm EAB. (A. Frank/Adobe Stock)
Kathleen Shannon
June 27, 2025 - Nearly 30% of "Gen-Z" college students decided where they would attend school based at least partly on political reasons, according to a new report.
The education consulting firm EAB found 14% of prospective students removed a school from their consideration list for being "too conservative," and 12% did so for schools they deemed "too liberal."
Pam Royall, head of EAB's research, enrollment and marketing solutions division, said a key finding is that prospective students are looking for college choices that reflect their values.
"They're eliminating certain institutions that they believe are misaligned with their political values," she said, "either because they're too conservative or they're too liberal, they're in a blue state or a red state."
These incoming students are part of what some call the "anxious generation" because of their increased mental-health struggles. Royall said they tend to have a greater sense of anxiety, largely because of social media and pressure to make decisions in an environment with competing messages.
Hallmark elements of school safety include protection from gun violence and sexual assault. According to the report, Gen Z students also define a safe campus environment as one that supports diversity, equity and inclusion, and has a commitment to free speech.
"Now, it's also a matter of support for mental health and wellness that is driving students' perception of safety and their sense of belonging on campuses," she said.
Among those in the report, 45% of students said anxiety or feelings of isolation had a "moderate to extreme impact" on their college search.
Support for this reporting was provided by Lumina Foundation.
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