Students are empowered consumers who know what they want

South African students are approaching higher education as discerning consumers, prioritising career outcomes, technological readiness and value for money over traditional “campus life” perks, such as sports facilities or social clubs. This is one of the insights from a new research paper, Sustainable Higher Education: From Ivory Tower to Responsive Leadership, by Dr Divya Singh and Diandri Ehlers of STADIO Higher Education, which examines what drives students when choosing a university and what employers expect from graduates.

Dr Divya Singh, STADIO’s Chief Academic Officer, says they were surprised to discover how pragmatic today’s learners are. “Of the students surveyed, 92% defined the ‘value’ of an institution through an employability lens.”

“The majority of respondents weren’t swayed by lifestyle factors like sport or residence life,” adds Ehlers, who is Activations Manager at STADIO. The paper is based on her master’s dissertation. “They were focused on finding an institution that would deliver a qualification aligned to real job opportunities and technological advancement.”

The research draws on two complementary studies: interviews with Grade 12 learners and first-year students, and an industry survey on graduate employability. Together, they paint a picture of a higher-education marketplace undergoing rapid change – one where students see themselves as investors in their own futures, seeking the best return on their tuition spend.

Employability as core value

Ninety-two percent of students in the study defined “value” primarily in terms of employability. They wanted qualifications that would equip them with practical, work-ready skills and exposure to current technologies.

Many said they had researched institutions extensively before enrolling, comparing programme content, industry links and reputation for producing employable graduates. Cost and location remained important considerations, but only when balanced against perceived quality and career relevance.

 “Students spoke about affordability, yes, but also about value,” says Ehlers. “They used phrases like ‘return on investment’ and ‘industry recognition’. That’s a clear signal that they expect a tangible outcome from their studies.”

The answer? Responsiveness

The paper positions this consumer-style mindset as part of a global shift in higher education. Around the world, higher education institutions are being urged to move beyond being ivory towers of knowledge for its own sake and become responsive, stakeholder-driven institutions.

For higher education to be sustainable, argue Singh and Ehlers, it must balance academic excellence with agility, relevance and social responsibility.

“Sustainability in education today is not only environmental,” explains Dr Divya Singh, STADIO’s Chief Academic Officer. “It’s about the sustainability of purpose – aligning what higher education institutions teach with what society and the labour market actually need.”

What employers want

The companion industry survey underscored the message of market relevance. Employers identified digital literacy, critical thinking, problem-solving, communication and adaptability as the skills most lacking in new graduates. They also called for greater exposure to real-world projects and workplace settings.

The researchers argue that continuous dialogue between academia and industry is essential to close this gap. Institutions that co-design curricula with employers will be best positioned to produce graduates who are both competent and employable.

Lessons for institutions

Ehlers says the findings have already prompted internal reflection at STADIO.

“We’re using this research to strengthen our responsiveness – from the way we design qualifications to how we engage prospective students. Understanding what drives their choices helps us create learning journeys that truly meet their needs.”

As the paper concludes, institutions that fail to recognise students as empowered consumers risk losing relevance in an increasingly competitive market. Those that listen, adapt and deliver demonstrable value will not only attract students but also secure their own long-term sustainability.

“The message from students is loud and clear,” says Ehlers. “They want skills, employability, and institutions that understand the world they’re entering. The institutions that respond to that will lead the next generation of higher education.”