Hosts Seth Odell and Mallory Willsea tackle one of the most pressing questions in higher education today: What do students and families actually care about in 2025? With application season in full swing and yield season just around the corner, institutions must understand what’s driving enrollment decisions. Spoiler alert—it’s all about proof, not just promises. From career outcomes to tuition transparency and campus safety, Seth and Mallory break down the key factors influencing students and families today and offer actionable insights for enrollment marketers.