Parents are entering the college search cycle with sharply higher emphasis on job outcomes after graduation, while affordability remains the dominant concern. An EAB report drawing on a spring 2026 survey of 2,515 parents finds 29% cite post-graduation job prospects as a top concern—up from 2024—alongside ongoing worries about cost of attendance, financial aid, and mental wellbeing. It also reports that families want more direct institutional communication, but many do not find currently provided information “very” or “extremely” useful, increasing pressure on admissions teams to deliver clearer cost and aid decision support.