New survey data suggests parents are losing confidence in the traditional ROI of four-year college and are increasingly considering trade and apprenticeship pathways. Britebound (formerly American Student Assistance) reported that one in three parents are open to sending children to trade school instead of a traditional college degree. The findings show a sharp change from 2019: the share of parents viewing career and technical education as the best fit for their children has risen to 35% from 13%. Teen perspectives align with this shift, with many reporting increased parental openness to non-degree routes. Higher education leaders face a clearer messaging and program design challenge as students and families evaluate alternatives under high tuition costs, uncertain job prospects, and growing skepticism about credential value.