A GMAC survey finds that prospective business school students are citing rankings as a top-three factor less than in the recent past. The share of global candidates who call rankings a top-three research factor fell from 37% in 2023 to 29% in 2024, based on responses from nearly 4,300 people across 145 countries researching or applying to graduate business programs. GMAC says applicants are increasingly asking for evidence on return on investment, transparent career outcomes, relevant skill building, employer confidence, and affordability. The report also suggests candidates are scrutinizing ranking methodology and metrics more deeply, rather than treating rankings as an outcome proxy. The shift is changing how schools message program value: GMAC says institutions are strengthening communications around ROI and employability rather than relying on static prestige signals. This matters for higher education leaders in professional schools because it signals a measurable weakening of rankings-centric demand—pushing admissions strategies and curriculum proof points toward outcomes and cost transparency.