Despite the popular narrative, people believe colleges and universities matter. They value education, respect research, and understand the role higher ed plays in society. But at the same time, much of that belief exists at a distance, shaped more by headlines and assumptions than lived experience. The impact of higher education is real, but it doesn’t always show up in ways that people can easily see.

The Reputation Rethink looks closely at what’s actually shaping public perception and where the connection starts to thin. It moves past the narrative that higher ed is “under attack” and instead examines how people really feel, what they see and don’t see, and what they want to understand better. The research points to  clear opportunities for institutions to make their value more visible, more local, and more human.