In the face of declining public trust, higher education institutions are grappling with a complex challenge. According to the 2026 Survey of College and University Presidents, just 16 percent of leaders believe higher ed has been effective in addressing this issue, a stark reminder of the task ahead. This article delves into the multifaceted strategies that can help rebuild public trust, drawing on insights from industry experts and thought leaders.
Demonstrate Value, Don't Just Talk About It
Laurie Shanderson, founder and CEO of Accreditation Insights, emphasizes the importance of rigorous and transparent outcomes reporting. Institutions should publish program-level data on completion, time to degree, job placement, and earnings, being honest about areas of improvement. This transparency builds credibility and trust, especially when coupled with a commitment to addressing legacy offerings that may not be producing adequate returns.
Sian Beilock, president of Dartmouth College, advocates for concrete commitments that stand behind the return on investment. This includes guaranteed internships, transparent outcome data, and career planning from day one. By making specific, measurable promises and delivering on them, institutions can build trust and accountability.
Listen to—and Act on—Public Concerns
Richard Roman, founder and CEO of Trusted Arc Labs, highlights the need for honesty and vulnerability. Presidents should publicly acknowledge areas of improvement, such as affordability or access, demonstrating a genuine commitment to addressing these concerns. Building deeper ties with communities, school districts, and local leaders is crucial for trust-building.
Greg Pillar, associate provost at Gardner-Webb University, stresses the importance of making career outcomes and affordability central to the academic model. Clear pathways from program to employment, stronger employer alignment, and honest commitment to student debt management are essential. Institutions should also shift from a transactional view of students to a long-term relationship, supporting learners beyond graduation.
Focus on Relationships and Transparency
Mike Gavin, president and CEO of the Alliance for Higher Education, advocates for 'radical localism' and operational transparency. Institutions should intentionally convene and engage with their communities, investing in programming that demonstrates their impact and addresses local interests. Being up front about financial aid, student success timelines, and support structures is crucial for building trust.
Jeremy Young, senior adviser for strategic initiatives at the American Association of Colleges and Universities, emphasizes the importance of framing campuses as places of intellectual freedom and fair opportunity. Institutions should resist government overreach that restricts curriculum or governance, fostering a sense of trust and defense.
Grow Authentic Promoters
Liz Gross, founder and CEO of Campus Sonar, highlights the power of peer-to-peer content and digital spaces. Institutions should invest in listening to online communities, understanding the public narrative, and informing student-centric trust-building initiatives. Social media, as the world's largest marketing channel, can be leveraged to build trust and awareness.
Martin Kurzweil, managing director of Ithaka S+R, suggests focusing on changing the underlying experience rather than just telling a better story. Presidents should prioritize transparency, clear communication of costs and benefits, and alignment with evolving workforce demands through employer partnerships and applied learning.
