The landscape of higher education is shifting. Student mental health services are no longer an afterthought, but a primary consideration for prospective college students – often ranked as important as academic prestige or tuition costs. This trend has emerged since the pandemic and reflects a growing awareness of student wellbeing, with many institutions now prioritizing mental health support to attract and retain enrollment.
The Rising Importance of Mental Health Support
Recent surveys confirm the shift. The Education Advisory Board (EAB) found that a majority of incoming students (across 12 out of 14 demographic groups) rate mental health services as “moderately to very important” when choosing a college. Inside Higher Ed’s 2023 survey of 3,000 students similarly revealed that mental health support was the top wellness factor driving enrollment decisions. This is not just a preference; it’s a functional aspect of school selection.
The timing is critical. The rise in focus on student mental health coincides with a decline in the influence of traditional academic rankings. Kaplan’s 2024 survey showed that 75% of admissions officers believe college rankings are losing significance, with 13% of ranking-participating schools considering or already dropping out of the process. Only one in ten college-bound high school students actually care about an institution’s ranking, according to Inside Higher Ed.
Tuition Costs Remain High, But Mental Health Can Keep Students Enrolled
While affordability remains a major concern – Bestcolleges.com’s 2025 survey found that 53% of students prioritize tuition costs – mental health is becoming a stronger predictor of retention. The Gallup-Lumina State of Higher Education Report revealed that students considering dropping out are twice as likely to cite mental health or emotional stress than financial burdens.
This dynamic matters because colleges face growing financial pressures. Two-thirds of institutions are showing signs of financial stress, and enrollment concerns are widespread. However, investing in mental health services can improve retention rates and ultimately save universities money. A 2024 study in the Journal of College Student Mental Health showed that counseling services helped two-thirds of clients stay enrolled.
Schools That Invest Thrive
The correlation is apparent: institutions that prioritize mental health see enrollment benefits. The Princeton Review’s 2026 Mental Health Service Honor Roll recognizes 30 schools with exceptional student wellbeing programs. Of those, 83% reported enrollment increases, with nearly half (47%) experiencing record-high applications and admissions. The author’s own institution, Texas Christian University, saw record first-year enrollment after being named to the Honor Roll.
Ultimately, colleges are learning that student success depends on holistic support. Mental health is no longer just a desirable service; it’s an essential component of recruitment, retention, and academic performance.
