PPB April 2019

Connecting To The College Market M ore people than ever are pursuing higher education. Just over a third of American adults possess a four-year college degree, the highest level ever recorded by the U.S. Census Bureau, and 12 percent have an advanced degree such as a master’s or doctorate. A decade ago, only 28 percent of Americans held a college degree. In 1940, when the Census Bureau began asking respondents about their education levels, just 4.6 percent had a four-year degree. With billions of financial aid dollars on the table, earning a college degree isn’t just appealing but also more attainable to a wider swath of students. About 85 percent of students receive some form of financial aid, according to the National Center for Education Statistics (NCES). The U.S. Department of Education estimates that $46 billion in grants To succeed in serving clients in the higher education market, promotional products companies need ideas and solutions with that extra spark. by Audrey Sellers Co l l eges And Un i ve r s i t i es 42 | APRIL 2019 | GROW