Public confidence in the economic value of a four-year degree has collapsed: an NBC News survey found only one-third of Americans now say college is worth the cost. Attitudes have shifted sharply across party lines and demographic groups, with Republicans far less likely to view college as a good investment. Separate analyses show even college graduates are more skeptical, citing rising tuition, debt and uncertain job prospects—trends driven in part by weak hiring for recent graduates and faster changes in labor demand. Colleges face heightened pressure to demonstrate return on investment and to adapt programs to employer needs or risk declining enrollment.