Applicants still believe in university – but their expectations are changing  

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This blog was kindly authored by Simon Jones, Group Higher Education Director at Unite Students. Unite Students is a HEPI Partner.

Now in its fifth year, Unite Student’s Applicant Index provides a unique view of how attitudes towards university are evolving. This year, 2,200 university applicants were surveyed on topics including support services, finance and the perceived value of higher education. Applicants continue to believe in the value of higher education, but they are arriving with increasingly complex expectations and pressures. 

For universities, the challenge has long extended beyond simply attracting students. The latest findings suggest that applicants are balancing study with work, wellbeing concerns and future career ambitions earlier than ever before. 

Working while studying: a new normal 

One of the most striking findings from this year’s report is how deeply embedded paid work has become in student life. Having a job during term time is now the norm. An overwhelming 87% of applicants expect to work during term time, with nearly a third planning to take on more than 16 hours a week. 

Whilst part of this will undoubtably be due to a financial necessity – the maximum maintenance loan available to English students covers only 50% of their costs – there is more to the story. Today’s applicants increasingly view employment as part of the university experience itself: an opportunity to develop skills, gain experience and build confidence for future careers alongside their studies. Work is becoming a key part of how students prepare for life after graduation. 

For universities, this challenges traditional assumptions about student engagement. Paid work is no longer simply a supplementary activity, but now is an everyday part of student life. Institutions may therefore need to consider how academic delivery, support services and careers provision reflect the realities of a cohort balancing multiple demands on their time. 

At the same time, the findings raise important questions about balance. Juggling academic commitments with significant working hours can place pressure on time, energy and wellbeing. Supporting students to manage these competing priorities will become increasingly important. 

The university experience still holds strong appeal 

Despite the increasing financial pressures, it’s clear that the overall university experience still holds value, with most applicants intending to move away from home. This demonstrates a continued desire for independence and immersion in a new environment.  

Applicants continue to prioritise opportunities to grow personally and build social connections. University is still seen as a transformative experience which transcends lectures and exams. 

Wellbeing, welcome and belonging paint a more complex picture 

Encouragingly, 74% of applicants expect to feel welcome, and 65% anticipate a sense of belonging at university. These figures reflect a positive outlook and strong expectations of inclusive, supportive communities. 

Yet there are signs of fragility. Confidence has dropped slightly in several key areas that directly influence student success, particularly wellbeing, resilience and future employment prospects. 

While applicants clearly remain hopeful, they’re aware of the challenges ahead. The combination of academic pressure, financial demands and the need to balance work and study may be factors cultivating a more cautious outlook. 

Strengthening the building blocks of student experience 

Social confidence has fallen, with around 26% of applicants stating they feel lonely all or most of the time, with fewer saying they have someone to turn to in a crisis. These results are compounded for care-experienced, estranged, LGBTQ+, disabled and neurodivergent students, who all report lower confidence, higher loneliness and greater need for support.  

Across the five years of the Applicant Index, these equity gaps have remained persistent, underlining the importance of inclusive environments that help residents settle, connect and feel part of a wider community. 

Shaping the future of student experience 

Students believe in the value of university and want the full experience, but they need to belong to institutions that recognise and respond to this reality by creating environments where students can succeed, both during their studies and beyond.   

This means: 

• Providing flexible learning options that accommodate working students 
• Strengthening wellbeing and mental health support 
• Creating opportunities for belonging and community-building 
• Helping students connect their work experiences to long-term career goals 

Overall, the 2026 cohort remains motivated by the opportunities higher education offers, including living and learning independently. While pressures remain, the central story is one of sustained demand and enduring belief in the value of university. 

Read the full 2026 Applicant Index report here.