WASHINGTON, D.C. — Nearly 30% of Generation Z college students factored political reasons into their college choices, according to a June 2025 report by EAB, a Washington, D.C.-based education consulting firm. The study found 14% of prospective students dropped schools from consideration for being too conservative, while 12% did so for schools perceived as too liberal.
Pam Royall, head of enrollment and marketing research at EAB, said students are not necessarily seeking schools that match their ideologies but are more likely to eliminate those that clash with their political values. “They’re eliminating certain institutions that they believe are misaligned with their political values,” Royall reported. “Either because they’re too conservative or they’re too liberal, they’re in a blue state or a red state.”
Students are also closely observing campus protests and administrative responses at prospective colleges, Royall noted. These actions influence perceptions of a school’s political climate. The report highlights a shift in how students define campus safety, expanding beyond traditional concerns like gun violence or sexual assault to include ideological alignment. According to the study, a safe campus now encompasses support for diversity, equity, and inclusion, alongside a commitment to free speech. “The sense of belonging, the sense of safety that students are concerned about with respect to their personal values is a new thing,” Royall explained. “Campus safety used to be evaluated almost exclusively in terms of bodily safety: ‘I’m not going to be physically hurt on campus.’”
Additionally, 14% of students surveyed removed schools from their lists for being “too elitist,” indicating that perceptions of institutional culture also play a role in decision-making. The report suggests that political and cultural factors increasingly shape enrollment trends as Gen Z navigates higher education choices.
EAB’s findings reflect broader societal polarization influencing younger generations. Students prioritize environments where they feel both physically and ideologically secure, a trend that may challenge colleges to balance free expression with inclusive policies. The report does not specify the sample size or methodology but draws from EAB’s ongoing research into enrollment trends.
Colleges face growing pressure to address these concerns as prospective students scrutinize campus climates. Institutions in politically charged states may see shifts in applicant pools, particularly if protests or administrative decisions gain national attention. The report underscores the need for universities to communicate their values clearly to attract diverse applicants while maintaining open dialogue.
