The higher education landscape is changing, and that change feels deeply personal for many institutions. However, recent developments have made one thing clear: institutions can no longer treat these changes as theoretical. New federal and state regulations are triggering immediate, high-stakes consequences. How institutions respond now will shape their ability to serve students, retain funding, and protect long-term credibility.
In March 2025, the Trump administration suspended $175 million in federal funding to the University of Pennsylvania over alleged non-compliance tied to transgender inclusion policies. Within days, Columbia University publicly adjusted its approach to maintain eligibility for federal support. It’s now apparent inaction can undermine your ability to serve students, protect programs, and uphold your mission.
This moment demands urgency—not panic, but purposeful strategy. You may not agree with these regulatory changes. However, while institutions debate them internally, funding, programming, and public trust are on the line. This is not about changing your values. It is about evolving your marketing approach so your values remain visible, credible, and effective within today’s regulatory environment.
(ICYMI) A Timeline of the Regulatory Changes
We recognize that not everyone reading this is steeped in the latest regulatory shifts affecting higher education—and that’s okay. These changes are unfolding quickly. To help make sense of what’s happening, we’ve outlined the key actions currently shaping the DEIA conversation across the sector.
Key Legislative Actions Impacting DEIA in Higher Education:
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January 2024: The Florida Senate Bill 266, aka the “Anti-Woke Bill,” is introduced, proposing restrictions on DEIA funding, hiring, and curriculum.
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March 2024: Florida signs Senate Bill 266 into law, banning DEIA spending in public universities.
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June 2024: Other states enact similar laws, further restricting DEIA offices and policies:
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Texas: House Bill 4160 eliminates DEIA offices and prohibits the use of state funds for diversity-related training.
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Tennessee: Senate Bill 817 mandates universities maintain “political neutrality,” removing DEIA-focused hiring and faculty training.
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North Carolina: New regulations remove DEIA statements from hiring processes and prohibit mandatory DEIA training.
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South Carolina: Budget provisions defund university DEIA programs and mandate an audit of all DEIA-related spending.
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September 2024: U.S. House passes the "End Woke Higher Education Act," limiting DEIA-related accreditation requirements.
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January 2025: Executive order eliminates DEIA language and programs in federally funded institutions.
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February 2025: Department of Education (DOE) issues a Dear Colleague Letter (DCL) detailing further restrictions. Universities begin restructuring administrative offices and dissolving DEIA departments.
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March 2025:
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DOE releases updated FAQs clarifying compliance requirements.
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The administration suspends $175 million in federal funding to the University of Pennsylvania for non-compliance with federal directives.
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Columbia University agrees to specific federal demands in order to preserve its funding.
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With the most recent federal actions, Institutions are being asked to respond quickly. These are not simple decisions. They touch on values, community, and long-standing commitments. We understand how challenging that can be. At the same time, this moment presents an opportunity to lead with clarity and care.
The Marketing Conversations Your Institution Should Have
When marketing is involved early, it can help your institution respond in a way that protects your mission, honors your community, and builds confidence among students, families, faculty, and donors. If your team has not started these conversations yet, now is the time to communicate your values with strength and intention.
To help guide that effort, we’re sharing five focus areas marketing teams can reflect on now. This is not a checklist. The questions below are meant to spark thoughtful, proactive conversations to help you adapt with clarity and care.
1. How are We Refining Institutional Messaging?
Small shifts in language often reflect much larger questions about institutional identity. As external pressures evolve, so must the content your audiences see daily. Clear, strategic messaging helps your institution navigate this moment with consistency and confidence.
Ask yourselves:
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Have we audited our public-facing content (including websites, press releases, brochures, and program descriptions) for language that could now be unclear, outdated, or non-compliant?
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How will we decide what content to revise, reframe, archive, or remove?
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Do we have up-to-date internal messaging guidelines to help teams communicate with consistency?
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Have we equipped spokespeople, faculty, and staff with training or tools to reinforce these evolved messages across channels?
2. How are We Preserving Community and Connection?
Belonging is still a core part of the student experience, even as the language and programs once used to express it change. Marketing teams play a key role in ensuring this commitment is still seen and felt across touchpoints.
Ask yourselves:
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What existing programs, peer networks, or informal support systems still foster a sense of connection on campus? How are we enhancing efforts to tell those stories?
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How can we work closely with student leaders, groups, or advisors to understand where students find (or lose) community and how that should shape our messaging?
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Without DEIA labels, what other language or frameworks can we use to talk about belonging in ways that still feel authentic to our institution?
3. How are We Supporting Recruitment Efforts?
Recruitment teams are fielding tough questions from prospective students and families. Marketing is responsible for supporting them with accurate, values-driven language that helps prospective audiences feel informed and reassured.
Ask yourselves:
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Have we audited all recruitment and admissions materials (even non-digital) to ensure they align with current regulations and realities?
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How are we positioning student life, campus safety, and support services in a way that reflects care, opportunity, and institutional strengths?
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How will we train admissions counselors and student ambassadors to speak confidently and consistently about these changes?
4. How Can We Proactively Prepare to Manage Public Sentiment?
With regulatory changes come heightened scrutiny. Institutions that develop a proactive communication strategy during times of crisis—rather than reacting to criticism—will be best positioned to maintain trust. These are the boxes to check to get ahead of these challenging times.
Ask yourselves:
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Are we developing clear FAQs or holding statements to explain what is changing and why in a way that centers trust and transparency?
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Have we anticipated likely concerns or misunderstandings and prepared leadership with talking points that reinforce institutional values?
5. How Might Your Brand Evolve to Reflect this New Era?
For years, many institutions relied on DEIA programs as visible proof of their values and often as key differentiators in a crowded landscape. But those programs were never the whole story. Your institution’s identity runs deeper than any single initiative and now is the time to rediscover and elevate those enduring strengths.
This moment is not asking you to change your values. It’s asking you to look beyond the signals that are no longer available and define what truly makes your institution distinctive.
Ask yourselves:
- Have we reassessed our brand pillars to ensure they reflect who we are and where we are headed
- What other institutional differentiators can we elevate? Are we showcasing our faculty expertise, research achievements, student outcomes, or community partnerships?
- How are we equipping faculty, staff, and leadership to carry this updated brand narrative in a unified and authentic way?
Is Your Marketing Team Ready?
If your responses revealed gaps or uncertainty, it does not mean your institution is off course. It likely means you are still in the process of determining how to move forward. These questions are not meant to measure readiness but to guide reflection and surface where support, clarity, or collaboration may be needed.
Whether your marketing team is already deeply involved or just beginning these conversations, the opportunity is the same. Lead with clarity. Stay grounded in who you are. And treat change not as a departure from your mission but as a renewed commitment to it.
If your institution is ready to move forward with thoughtfulness and purpose, we’re here to help.