High School Counselors Report on College Decision Challenges
News related to:Encoura · 2 min read
AUSTIN, Texas, Oct. 8, 2026 /CourierPR/ -- Encoura, an industry-leading educational technology, marketing, and research organization, has released the 2026 High School Counselor Report based on responses from over 1,600 high school counselors. The report provides insights into the challenges students and families face as they navigate the complex college-planning process, and the pressures affecting counselors.
According to the report, students are increasingly questioning the value of college. Nearly half of the counselors surveyed say students frequently question whether college is worth it, citing debt, career uncertainty, workforce opportunities, and alternatives to a degree. Affordability is a significant factor, with 78% of counselors stating that tuition and cost limit students' options, and 77% identifying affordability as the biggest factor shaping college decisions.
Many students do not feel prepared to make postsecondary decisions. 75% of counselors reported that students feel only somewhat prepared or less prepared to make postsecondary decisions. The report highlights a growing interest in a broader range of pathways, with 71% of counselors reporting increasing student interest in trade, vocational, and workforce programs, while 68% reported growing interest in community colleges and two-year pathways.
Counselors are calling for stronger connections with colleges. 72% said dedicated counselor contact from colleges would improve communication and support, while 83% identified personalized email as their preferred communication method. This underscores the need for colleges to maintain consistent, year-round relationships with schools and counseling staff, provide practical resources, and accessible points of contact.
Encoura, founded in 1972, has been a leading provider of strategic consulting, data science, and engagement solutions that connect institutions to the communities they serve. The organization's Encourage® program is the nation's largest free college and career planning initiative. Encoura's report identifies clear, practical guidance, simpler systems, and stronger support from colleges as opportunities to reduce confusion and help students make more informed decisions.
NextGrad, a company that connects prospective students with life-changing opportunities through digital screens in high schools across North America, supports the findings. With over 2,000 schools in its marketing infrastructure, NextGrad ensures institutions reach the right students at the right time. The company's mission is to inspire every high school student to advance and succeed.
High School Counselor Marketing is the industry leader for providing accurate and updated counselor data. The organization's services include their weekly High School Counselor digital newsletter and High School Counselor digital directories, which offer verified and updated counselor lists with detailed contact information.
The report provides colleges and universities with data and recommendations to strengthen relationships and improve access for students and families from all pathways. It emphasizes the importance of clear, practical guidance, simpler systems, and stronger support from colleges to help students and families navigate the college-planning process with confidence.