By Lauren Love, Communications Director, Office of the Vice President for Government Relations

A recent study commissioned by the Office of the Vice President for Government Relations sheds light on how voters – in Michigan and across the country – are feeling about higher education, as well as U-M specifically. The findings are both encouraging and eye-opening. 

U-M continues to enjoy strong name recognition and public respect. Across political lines and regions of the state, people describe us a “national icon” and a source of pride for Michigan. But concerns about cost and career readiness are shaping how people view the value of a college degree and what they want from institutions like ours going forward. 

The study, conducted in late 2024 and early 2025 by Public Opinion Strategies and Impact Research, combined online discussion groups, interviews and statewide polling to understand voter perceptions. 

Strong Name Recognition, But Cost Concerns Persist

According to the research, U-M maintains universal name recognition and an impressive 87% favorability rating among Michiganders, with many residents highlighting our strong academics, medical excellence and global reputation. Many Michiganders feel personally connected, through medical care, athletics or friends and family who graduated from U-M. 

But admiration doesn’t mean people aren’t asking hard questions. 

Across the board, affordability remains the number one concern when Michiganders talk about college. Even those who admire U-M questioned whether the price tag – real or perceived – is justified. 

What they want to know is: Will a degree lead to a good job and a good life? 

And while many didn’t realize U-M offers free tuition through the Go Blue Guarantee for families earning up to $125,000, they were impressed to learn about it and wanted to hear more. Participants also found U-M’s career outcomes compelling: 

• 90% of U-M alumni report career satisfaction
• 87% are satisfied with their educational experience
• Census data shows U-M graduates earn more than peers from comparable institutions 10 years after college entry

Still, skepticism remains. Many voters personally know someone with a degree “working in a totally different field and still in debt.” They want more than statistics; they want stories and examples that feel real. 

Study participants repeatedly questioned whether college degrees translate into meaningful employment, with many knowing people who “paid for a degree and are now working in a totally different field but are still deeply in debt.” This perception persists despite compelling data about U-M graduates’ career outcomes.

What Resonates: Economic Impact and Healthcare

When presented with specific facts about U-M’s impact on the state, the most persuasive messages highlighted: 

• Economic impact: The University’s role as a major employer and economic driver
• Healthcare reach: U-M’s extensive health system serving Michigan communities
• Graduate employment rates: Concrete data about career outcomes

Participants were “blown away by the impressive numbers” when presented with specific economic impact data, suggesting that quantifiable outcomes carry more weight than general claims about educational quality.

Political and Social Issues: Less Prominent Than Expected

Surprisingly, political and social controversies played a smaller role in shaping opinions than anticipated. While some participants mentioned campus protests and perceived liberal bias, these concerns were overshadowed by practical considerations about cost and career preparation.

“There’s a lot of very basic good will toward higher education—more than expected,” the study found, noting that “very few are radicalized against it, even on social issues.”

The Messenger Matters: Graduates Hold the Key

Who delivers the message matters as much as what’s being said. Voters overwhelmingly trust U-M students and alumni from U-M to talk about the value of a U-M education. Health care professionals affiliated with U-M also carry significant credibility. 

Voters want to hear from people like them: those who have walked the path, earned the degree and can speak firsthand about whether it was worth it. 

That’s a powerful takeaway for the University as we work to share our story.