In today’s shifting cultural and political landscape, higher education is both a promise and a lightning rod. The value of a higher education credential is well-documented and a centerpiece of recruitment campaigns: Higher lifetime earnings! Improved health outcomes! Deeper sense of purpose! And while these headlines may ring true, colleges and universities across the country are witnessing a concerning enrollment decline from key demographics: particularly men and rural audiences. Less than a third of rural residents aged 18 to 24 are enrolled in higher education, and just 39% of young men who completed high school are now enrolled in college—a near 10% drop from a decade ago.  

This isn’t merely a matter of economic shifts or population changes—it’s a growing cultural and ideological divide. A disconnect between the perceived value of a college degree and the trust some communities place in the institutions that offer them. 

Understanding the divide

It’s tempting to approach the issue of declining enrollment with purely rational arguments—and data on the benefits of a college education tells a compelling story. But the barriers in reaching men and rural residents are much more deeply rooted in culture, identity, and trust.  

Prominent media voices, political influencers, and online platforms that speak to male and rural audiences are increasingly casting higher education as out of touch, elitist, and even adversarial to their values. They amplify narratives that question not just the price tag or job outcomes, but the fundamental belief that education is a societal good. These messages—particularly in communities that already feel underserved or misrepresented— create a sense of “us versus them.” 

The impact on—and beyond—campus

In many rural areas, and among many men, college is not just seen as unnecessary—it’s perceived as incompatible with how they see themselves and their family. Rural students often face geographic, financial, and social hurdles to enrollment and persistence that continue to widen the access gap.  

The implications extend far beyond campus. Beyond the growing strain on colleges to fulfill enrollment goals, rural communities will feel the eventual economic and social impact of large swaths of the population opting out of higher education. Colleges must now face a difficult truth: the value of higher education, no matter how well substantiated, is irrelevant if people don’t believe in it. It’s time to reimagine how that value is communicated—and delivered—to those who currently feel left out. 

Small steps to rebuild trust

To bridge the divide, colleges and universities must do more than defend the value of education through a fiscal lens. They must earn back the trust of the communities that are tuning them out. This begins with listening—engaging with populations that are declining to understand how they perceive higher education—and acknowledging that the traditional two- and four-year college model isn’t the only answer for everyone. 

Perhaps most importantly, if colleges want to reverse declining enrollments and re-engage skeptical audiences, they must reframe their higher education marketing strategies. This doesn’t mean abandoning academic quality or civic ideals. But it does mean being more mindful of how those ideals are expressed—and the implication of ‘less than’ messages rural and male populations may unintentionally receive.

A new kind of outreach

Reaching male and rural audiences may also mean stepping outside traditional recruitment tactics and messaging. For rural residents, attending college often means leaving their hometowns, families, and support systems. The institutions that promise opportunities are the same ones that strip away the social structures that define them. 

Colleges should explore partnerships with trusted messengers—coaches, faith leaders, union representatives, local employers, and even online influencers who speak authentically to these audiences. These partnerships can help institutions cut through skepticism and deliver messages from voices students already trust.  

The tone of recruitment campaigns is also critical. Messaging that emphasizes belonging, purpose, and pride may resonate more than generic promises of prestige or future earnings. Elevating success stories from non-traditional students, veterans, first-generation learners, and tradespeople can showcase how education can enhance—not erase—their identities. And showcasing all definitions of success, not just corporate or academic careers, but roles that contribute meaningfully to communities: small business ownership, skilled trades, agriculture, public safety, and more can mitigate perceptions of elitism.  

Reversing the enrollment decline among men and rural residents won’t happen overnight—but it is possible. By recognizing the roots of mistrust and shifting gears on recruitment messages, colleges can begin to close the gap. The value of higher education remains true—but to unlock it for all, institutions must ensure students see themselves not just on campus, but as part of their larger community before, during, and after they earn their diploma.