Higher education leaders and state policymakers are placing return‑on‑investment metrics at the center of recruitment and funding decisions as students weigh college affordability and labor‑market outcomes. A Strada Education Foundation analysis found about 70% of recent public university graduates can expect a positive financial return within ten years, but results vary widely by state and program. Institutions are responding with consumer‑facing ROI reports, new program mixes, and marketing that emphasizes job outcomes. The push to quantify value reflects public skepticism about costs, rising scrutiny of specific degree pathways and a policy environment that ties funding and oversight to measurable student economic outcomes.