Top 5 Trends Influencing College Admissions
Key Points
Diversity, equity, and inclusion efforts remain strong, with many colleges focusing on broader definitions of diversity (such as socioeconomic status and first‑generation status) even amid political challenges.
Test‑optional policies remain prevalent, giving students flexibility in how they demonstrate academic achievement, though strong scores still benefit competitive applicants.
Technology and AI are increasingly integrated into admissions—for application evaluation, efficiency, and digital footprint review—while students also use tech tools for application preparation.
Declining college enrollment and shifting perceptions of the value of higher education are altering admission pools, competition, and recruitment strategies.
Holistic review elevates extracurriculars, essays, and recommendations, making meaningful experiences and well‑rounded profiles more important than ever.
The collegiate landscape is constantly in flux due to broad technological, cultural, and political shifts. We know the undergraduate class of 2029 has already applied to their dream schools and, likely, already received those coveted acceptance letters. However, for the upcoming class of university hopefuls, here’s a heads-up on the latest trends influencing college admissions.
Diversity, Equity, and Inclusion Initiatives Are Here To Stay
It’s no secret that diversity, equity, and inclusion efforts have come under fire in recent years. Increasingly polarized political tensions affect every facet of modern life, and college admissions are no exception.[1] Since the U.S. Supreme Court’s controversial 2023 decision that ruled race-conscious admissions programs–which were implemented decades ago to combat racial discrimination–unconstitutional, 28 states have proposed a total of 86 anti-DEI bills. Of those 86 bills, 54 have been tabled or failed to pass, and 14 have final legislative approval. Notably, only 14 anti-DEI bills have actually been signed into law.
The states that allowed these bills to pass include Alabama, Florida, Iowa, Idaho, Indiana, Kansas, North Carolina, North Dakota, Tennessee, Texas, Utah, and Wyoming. Only 12 of 50 states have overturned DEI legislation, pointing to a broader trend often overshadowed by headlines: diversity, equity, and inclusion initiatives are here to stay.
Many colleges and universities have maintained or even increased their diversity efforts through intentional strategies, like partnering with high schools and community organizations in underserved areas to broaden their applicant pools. Despite political or legislative pressure to abandon DEI, schools are finding ways to circumvent race-based diversity outreach by focusing on socioeconomic diversity and first-generation college students.
Higher education institutions are also maintaining DEI initiatives by participating in holistic admissions, a practice that “broadens opportunities for qualified candidates from non-traditional backgrounds and enhances the diversity and richness of the graduate student community, benefiting students, faculty, and the university as a whole.”[2] Keeping up with the ever-shifting, constantly frenzied world of politics can be an intense and stressful experience for young people. Cultures don’t change overnight, though, and the majority of colleges and universities still recognize the value of maintaining diverse student populations.[3]
Test-Optional Policies Are Still Prevalent
While some institutions are reintroducing standardized testing requirements into their applications, test-optional policies still dominate the collegiate landscape and will likely continue to do so over the next five years. Test-optional admissions, which allow students to choose whether or not to submit their SAT or ACT scores with their applications, became prevalent during the COVID-19 pandemic. The movement was also a response to rising concerns that standardized tests contribute to inequities in higher education.[4]
The number of colleges and universities that require standardized test scores has decreased dramatically among Common App members over the last decade, from 55 percent in the 2019-2020 school year to 4 percent in the 2023-2024 school year.[5] Test-optional policies are beneficial because they offer applicants more flexibility in presenting their academic achievements. Some universities have even gone test-blind and don’t consider standardized test scores at all.
However, testing isn’t completely obsolete. Strong test scores remain determining factors in the admissions process for students seeking admission to highly selective schools such as Harvard and MIT. In fact, despite the drastic decrease in schools requiring test scores, there’s been a 10 percent increase among test score reporters in the past year. The most competitive students still rightfully view their test scores as invaluable additions to a strong college application.
Technology Is Playing a Greater Role
Advancements in technology are also influencing the evolution of college admissions. Admissions officers are using artificial intelligence to assist in evaluating an increasing volume of applications.[6] Specifically, AI is being used to review transcripts and “analyze course rigor, grade trends, and subject-specific performance to provide admissions officers with a summary of a student’s academic journey.” By automating time-consuming tasks such as detecting plagiarism and tracking performance trends over time, admissions officers can focus on the personalized nuances of each application.
Students also use artificial intelligence to format resumes, brainstorm essay ideas, and research colleges. AI is the future; however, we caution against relying on it too heavily. To ensure fair admissions evaluations, many institutions are training admissions officers to identify excessive AI use that has replaced human judgment.
Colleges and universities are also reviewing applicants’ digital footprints, including social media profiles, blogs, portfolios, and more. Digital literacy and proficiency with burgeoning technologies are becoming increasingly relevant.
College Enrollment Is Declining
In 2020, only 53 percent of U.S. high school graduates enrolled in college for the following fall semester, a notable decline from 70 percent in 2016. Despite college graduates earning nearly $1 million more over their lifetimes than those with only a high school diploma, college enrollment is on the decline, particularly among young men.[7,8] In fact, in 2022, 1 million fewer American men aged 18 to 24 enrolled in college than in 2011.
Widespread economic insecurity, mounting student loan debt, the desire to pursue careers that don’t require college degrees, and growing skepticism about the perceived value of a college education have all been cited as reasons for enrollment declines.[9] Regardless of the reasons, though, this decrease in applicants is affecting college admissions. Fewer potential students lead to increased competition among colleges and universities to attract the best students. Stiffer competition can drive down admission standards and lead to more aggressive recruitment strategies.
If young men continue to abandon their college prospects and enrollment continues to decline overall, the higher education landscape will shift significantly in the coming years.
Extracurricular Activity Is Increasingly Relevant
As we mentioned earlier, holistic admissions processes are becoming more commonplace. This means that, in addition to grade point averages and test scores, schools are placing greater weight on letters of recommendation, essays, and extracurricular activities.
There are also countless extracurricular opportunities worldwide for high school students seeking to strengthen their applications. Our own research cohorts allow students to explore advanced subjects beyond the classroom and earn letters of recommendation from their faculty advisors. The value of high school research programs on a collegiate resume can’t be overstated. We’re currently accepting applications for our Spring research programs, and this summer we’re offering more than 35 cohorts spanning STEM, art and design, and the humanities.
Strong extracurriculars are especially important for students pursuing highly selective majors like computer science. A well-rounded academic profile that demonstrates creativity, character, and a diverse range of interests is the golden ticket to top schools, and it will remain so for the foreseeable future.
These trends are shaping the landscape of higher education. Parents and students alike should stay knowledgeable about them to remain competitive in 2025 and beyond.
Sources
[1] Winney, S. (2025, January 24). DEI program reductions in higher ed: Navigating a changing landscape. EIM Partnerships. https://eimpartnerships.com/articles/dei-program-reductions-in-higher-ed-navigating-a-changing-landscape
[2] EIM Editorial Team. (2024, January 29). The case for holistic admissions in graduate education: Plus, a real‑world case study. EIM Partnerships. https://eimpartnerships.com/articles/the-case-for-holistic-admissions-in-graduate-education-plus-a-real-world-case-study/
[3] Verse.ai. (2023). The continuing role of DEI in college admissions. https://atlasrtx.com/continuing-role-dei-college-admissions/
[4] Long, C. (2023, March 30). Standardized Testing is Still Failing Students. NEA Today. https://www.nea.org/nea-today/all-news-articles/standardized-testing-still-failing-students
[5] Common Application. (2025, January 16). Common App deadline updates (Version 2025.01.16) [PDF]. https://www.commonapp.org/files/DAR/Common-App-Deadline-Updates-2025.01.16.pdf
[6] Sonnenberg, K. (2025, February 16). College admissions trends in 2025. Kate Sonnenberg College Admissions Success. https://kscollegesuccess.com/college-admissions-trends-in-2025/
[7] Carnevale, A. P., Cheah, B., & Wenzinger, E. (2021). The College Payoff: Education, occupations, lifetime earnings. Georgetown University Center on Education and the Workforce. https://cew.georgetown.edu/cew-reports/the-college-payoff/
[8] Hays, J. (2025, February 12). The decline of the college‑educated American man. Belleville News‑Democrat. https://www.bnd.com/news/business/article300189684.html
[9] Marcus, J. (2022, August 10). How higher education lost its shine. The Hechinger Report. https://hechingerreport.org/how-higher-education-lost-its-shine/