Institutions are redoubling efforts to quantify graduates’ economic returns as public confidence in higher education declines. A Strada Education Foundation analysis found about 70% of recent public university graduates can expect a positive financial return within ten years; states and college marketers are increasingly using ROI measures in recruitment and funding decisions. Texas and Colorado have begun publishing or using ROI metrics in accountability frameworks. At the same time, national polling shows skepticism is rising: a Pew Research Center survey reports seven in ten Americans now believe the higher‑education system is heading in the wrong direction — a significant jump in disapproval since 2020. College leaders face political pressure and shifting consumer expectations as they try to demonstrate value, adapt pricing strategies and translate research and credentialing into tangible career outcomes for students.