Nearly one-third of Gen Z students consider politics when choosing a college to attend, according to survey findings released Tuesday by education research firm EAB.
“Our survey data reveals that politics influence college choices for a significant share of students, with 29% reporting they had removed a college from their consideration set for a political reason,” reads the report titled “Recruiting the Anxious Generation.”
The report states that more students rejected colleges for being “too conservative” than for being “too liberal,” and higher-income students were more likely than others to eliminate schools for political reasons.
EAB also found that most students feel safer when campuses promote both free speech and DEI initiatives. The report states:
When asked what defines a “safe” campus, 60% of students surveyed in 2025 said it includes “freedom to express my thoughts and values without harassment”—an increase from 55% in 2024 that is likely a reflection of the campus protests related to Palestine in 2023 and 2024. In addition, 53% said that a school’s stated commitment to DEI contributes to a safe campus, a view that was especially strong among low-income students.
As DEI efforts are being rolled back across the country, creating a true sense of belonging—especially for historically underrepresented students—is more important than ever. For enrollment marketers, this highlights the importance of authenticity and prioritizing messages of inclusion. Showcasing diverse student voices isn’t optional; it’s essential to connect with Gen Z.
Mental health support is also a key concern for students choosing to enroll in college.
When asked what defines a “safe” campus, 67% of first-year students said it includes access to mental health and wellness resources, according to the report.
Finally, the report reveals that the emergence of artificial intelligence is also impacting how students choose a school to attend.
“[Twenty-six percent] of students have used AI chatbots such as ChatGPT to search for information about colleges,” the report states.
However, students also say AI chatbots are among the least trusted sources.
According to the report, only 3% of students named AI chatbots as one of their top one or two most trusted resources for accurate school information.
IMAGE CAPTION AND CREDIT: Student thinking; Syda Productions/CanvaPro