Parents continue to express strong demand for postsecondary pathways even as perceptions of affordability weaken. The same Lumina-Gallup findings also show most adults expect colleges, along with state and federal governments, to play central roles in improving pricing outcomes. At the campus level, this comes as enrollment growth does not automatically translate into stronger financial health. Operating margins remain fragile for many institutions, limiting their ability to cut prices without new revenues or changes to cost structures. Together, the data point to rising scrutiny of tuition discounting, Pell priorities, and state higher-ed appropriations—especially as federal budget pressures could shift more costs to states.