New survey data from EAB suggests cost-of-living pressures are reshaping college-entry decisions for high school graduates. Two-thirds of respondents who opted not to enroll in college cited cost of living as their primary reason, up from a prior-year baseline, while newly enrolled students emphasized job outcomes and internships. The report also notes first-generation students place greater weight on financial aid availability, and some students said they changed intended fields because of AI considerations. Among non-enrollees, inability to afford higher education remained a significant driver, alongside taking time off. For colleges and universities, the findings reinforce that affordability messaging and aid packaging remain central to enrollment demand—not only sticker price, but broader economic stress that affects persistence decisions.