Americans Value Trade Colleges Over Ivies

Most American voters view technical and community colleges as more valuable than the Ivy League, according to a recent survey.

The survey of 1,216 U.S. likely voters was fielded in early December, and the results were released Wednesday by Data for Progress, a progressive think tank, polling firm and advocacy group. The survey found that Americans were split over whether higher ed is worth the cost but generally appreciate some types of institutions more than others.

While 48 percent of respondents agreed that college is worth the price tag, 45 percent disagreed and 7 percent said they didn’t know. Regardless of political affiliation, most voters believe higher ed is too expensive, including 87 percent of Democrats, 82 percent of Republicans and 80 percent of Independents and third-party voters. Slightly smaller shares of Republicans and Independents or third-party voters believe college’s benefits outweigh the costs—44 percent and 39 percent, respectively—compared to 57 percent of Democrats.

But not all colleges were alike in respondents’ eyes. While respondents believe all kinds of institutions offer value, 85 percent said technical and trade colleges offer “somewhat high” or “very high” value, and 79 percent said the same about community colleges or public colleges and universities. A smaller share, 77 percent, described private, non–Ivy League institutions as highly valuable, while only 69 percent ascribed high value to the Ivies.

Voters were also willing to put money toward the institutions they value most. More than 60 percent of respondents said they supported more funding for trade and community colleges, while 44 percent supported funding increases at public colleges and universities. Only a third supported increasing financial aid for students attending private universities.

Danielle Deiseroth, executive director of Data for Progress, said she wasn’t surprised to see technical colleges rank higher than Ivies, as families question higher ed’s affordability and return on investment.

Media headlines about protests on campuses against the Israel-Hamas war, and congressional hearings lambasting Ivy League leaders for how they handled the protests, have made for a “really bad PR year for so many notable universities, especially in the Ivy League,” she said. The survey results illustrate public opinion trends “we’ve been seeing all year around costs and changing the status quo” and a growing “anti-elite sentiment.”

When asked how higher ed should shift its focus, 89 percent of respondents said colleges should focus on trade skills or agriculture and natural sciences. The vast majority of respondents also prioritized fields like business, STEM and computer science, while three-quarters said they hoped colleges would continue to focus on humanities and social sciences.

A little over half said colleges should maintain or enhance their focus on athletics, while 60 percent said they should keep up or increase focus on DEI.

Deiseroth believes the emphasis on trade skills and agriculture reflect respondents’ experiences of workforce shortages.

“Especially in rural communities, or communities that aren’t urban population centers, I think there are real fears of brain drain and not having enough folks who can carry on vital industries, like the agriculture industry,” Deiseroth said. “So many communities are in need of trained tradesmen and professionals to carry on so many critical community-supporting activities,” such as plumbers and electricians.

The survey also highlighted what voters believe higher ed does well—and where they think it needs work. Most voters said college is very or somewhat effective at helping students meet new people (69 percent) and helping them learn more about people from diverse backgrounds (60 percent). But only a slight majority, 54 percent, believe higher ed secures students well-paying jobs. Half thought college helps students navigate society and use good judgment, while only 49 percent believed higher ed helps students better understand reality and treat others well. A mere 46 percent said higher ed sets students up to solve world problems.

The survey also allowed for open-ended comments about what would make voters feel better about U.S. higher education. Of the 932 responses, 451 focused on affordability concerns, 182 called on colleges to offer more practical skills and better job prospects, and 145 mentioned concerns about DEI efforts and political biases on campuses.

Deiseroth said that the survey results are an opportunity for “introspection” among higher ed institutions, especially those that aren’t in the public’s good graces. She believes adding programs focused on trades or emphasizing the actionable skills students gain from college programs could help turn their reputations around.

Focusing on return on investment is “important in terms of branding and messaging going forward,” she said. “People aren’t going to spend the money if they feel like they’re just going to be saddled with debt and not be able to pay it back.”