As election season ramps up, a new poll reveals potential college students have begun ruling out universities during the application process because of the state they are located in.
The Art & Science Group released results from a survey conducted this summer that showed 28% of students had ruled out certain colleges because of the politics and policies of the university’s state. This trend holds true for both sides, with 75% of those who identify as liberal reporting they would exclude schools they feel are “too conservative” on issues such as abortion or LGBTQ rights. Likewise, among those identifying as conservative, 66% had crossed off colleges in states they labeled as “too liberal” on LGBTQ issues or lenient on crime.
The poll arrived at a time rife with politics. Debates over abortion in post-Roe America and inflammatory social policies like bans on transgender students’ participation in sports teams have transfixed many state legislatures. In 2024, universities are more helpless than ever as they are “increasingly trapped with the politics of the state where they reside.”
The most excluded state was Texas, with 31% of respondents listing the state as a dealbreaker for them. Other states frequently ruled out by 15% or more potential college students were Alabama, California, Florida and New York.
Additionally, professors and experts believe that the Texas’ Diversity, Equity and Inclusion ban at the start of the year will lead to more high school seniors — especially those who are women or people of color — opting to attend universities in other states. One of the biggest factors in determining where students decide to pursue their education is a community where students feel comfortable, safe and accepted, but Texas is failing to meet any of these marks.
According to the poll, most of the respondents agree that colleges and universities should support free speech, student activism and protests. Many students feel that the politics of the state bleed over into the politics of the school; however, this mindset results in further political division.
“This seems to be symptomatic of how polarized the country has become on many things, and one can understand why people make these decisions. But it’s kind of a shame that we’ve got ourselves into this situation,” said Dick Startz, professor of economics at the University of California, Santa Barbara.
However, the schools do not have much recourse besides tailoring their pitch to convince potential students they are not defined by their state. “I think some institutions are likely trying to emphasize that despite what may be happening in the state, there are different realities in their particular area and that there is a greater diversity of students and viewpoints that you can find there that creates somewhat of an island within the greater political context of the state,” said Kevin McClure, associate professor of higher education at the University of North Carolina Wilmington.
Universities cannot do much besides improving their marketing strategy to persuade prospective students to learn more about the institution beyond its location, but the trend does not appear to have significantly impacted enrollment numbers so far.
“I think what this survey is showing is that the political noise that is generated doesn’t suit anyone. If students are making these decisions based on their desire to avoid politicization, we need to get the message across that higher education institutions are about education and formation, and that’s the work that I think we’re looking at when it comes to conveying the value of higher education,” said Heidi Tseu, assistant vice president of national engagement for the American Council on Education.
She goes on to say that universities must market themselves and specialize to attract more students. “What we have to do is to double down on the role of higher education, how we are educating the next generation of leaders and what makes each institution unique, so that students can find the place that’s the right fit,” she added.
Institutions have long been a meeting place of ideas and beliefs; it is up to individual universities to set themselves apart as more than the state they were built in.
