How Can Universities Attract Students Amid Declining Enrollment? An Expert From GBI Weighs In

American universities are facing an “enrollment cliff.” 

Over the next 15 years, the applicant pool of 18-year-old students is expected to shrink by nearly 15%, with states such as Illinois, California and New York projected to see the steepest declines. At the start of the 2020s, there were already 2.7 million fewer students than at the start of the 2010s. 

Enrollment is an uphill battle for higher education institutions, on top of mounting financial struggles — 21% of U.S. colleges and universities defaulted or risked default on municipal bonds last year. 

This begs an important question: How can colleges and universities adjust their strategies to attract students and top talent? 

“The next generation is demanding to be in spaces that provide them with a healthy, sustainable lifestyle,” said Annie Snyder, director of education and events at Green Building Initiative, or GBI, a nonprofit organization aiming to improve the built environment’s impact on climate and society. “As a result, many institutions are in a period of transformation and reevaluating their campus footprints.”

Snyder will speak at Bisnow’s New York Higher Education Summit on Dec. 4. Register here. 

Bisnow spoke to Snyder to learn more about what’s trending in New York's higher education space, what challenges face the sector and how today’s colleges and universities can align their institutional strategies with student expectations. 

Bisnow: Why do you say that New York’s higher education sector is in a period of transformation? 

Snyder: Many institutions are rethinking not only their physical footprint but also how their campuses can better reflect student needs and institutional missions. We’re seeing a strong emphasis on upgrading older facilities to improve energy performance, reduce maintenance costs, improve indoor environments and enhance the student experience.

There’s also a growing focus on integrating sustainability and resilience into institutional strategy. Universities are linking climate action goals and carbon reduction plans directly to their capital projects. Beyond the environmental benefits, they’re recognizing that a sustainable, healthy campus environment plays a major role in recruitment, retention and overall identity. 

Bisnow: How important is alignment of infrastructure and institutional strategies in today’s higher education environment? 

Snyder: It has never been more critical. The student experience today extends far beyond the classroom and is shaped by the health, accessibility and sustainability of the campus environment. Students are taking stock in their institution’s values, whether that’s innovation, equity or environmental stewardship, and using that to make their college decision. 

This topic is particularly relevant now because campuses are facing both budget constraints and rising expectations. Institutions can’t afford to invest in buildings without student investment.

Bisnow: What are some of the major challenges facing today’s higher education sector? 

Snyder: One of the biggest challenges in higher education is balancing existing infrastructure with modern expectations. Many campuses have aging buildings that are expensive to maintain and not energy-efficient, yet funding for major capital improvements is limited. At the same time, institutions are under pressure to meet ambitious climate goals and demonstrate progress toward carbon neutrality. 

Another challenge is attracting and retaining students in an increasingly competitive environment. Institutions are realizing that sustainability, wellness and equity aren’t just nice to have — they’re core to a campus experience that appeals to today’s students and their families. 

Bisnow: What projects has GBI recently completed in the higher education sector?

Snyder: Colorado Mesa University’s Asteria Theatre was recognized as GBI’s 2024 Project of the Year. It earned Three Green Globes for its exceptional performance and innovation. What makes Asteria remarkable is its integration into a campuswide geothermal loop system, the first performance venue in the country to do so. This system will save the university millions of dollars in energy costs over time, helping keep tuition affordable while also dramatically reducing emissions. 

The theater also embodies the university’s values: It’s a learning space, cultural hub and sustainability success story all in one. It’s a perfect example of how operational efficiency, student experience and institutional mission can intersect through thoughtful design.

Another example is Wake Technical Community College’s Central Energy Plant at its East Campus in North Carolina. It achieved Four Green Globes and uses nearly 300 geothermal wells, rooftop solar panels and electric vehicle charging infrastructure. It also doubles as a hands-on teaching tool for students studying building systems and renewable energy. It’s a brilliant case of how infrastructure can become an extension of the classroom. 

Bisnow: What inspired you to speak at this Bisnow event?

Snyder: I’m excited to be part of this event because sustainability in higher education is really about investing in the future. Not just in buildings, but in people. The choices colleges and universities make today directly shape the student experience and help prepare the next generation of leaders who will carry these values forward.

At GBI, we’ve seen institutions like Colorado Mesa University and Wake Tech use their Green Globes-certified projects to connect learning with real-world impact. That alignment between infrastructure, student experience and institutional goals is what drives long-term value and resilience.

This article was produced in collaboration between GBI and Studio B. Bisnow news staff was not involved in the production of this content.

Studio B is Bisnow’s in-house content and design studio. To learn more about how Studio B can help your team, reach out to studio@bisnow.com.