Grow or Die? Rethinking the Rallying Cry for Higher Ed Institutions

For decades, the rallying cry, “grow or die” has echoed across boardrooms and presidential retreats at small colleges and universities. It’s a phrase that sounds bold, urgent, and businesslike—an existential warning wrapped in a marketing imperative. But in today’s higher education landscape, that mindset deserves a closer look.

The Conference Conversation: Growth in Every Direction

I recently attended a higher ed leadership conference where this rallying cry was presented in various forms. Throughout plenary sessions and and breakout conversations, leaders from a range of institutions brought up growth—not just in enrollment headcount, but in programs, athletics, and student demographics. Some were focused on launching new academic offerings to meet workforce demand. Others discussed expanding athletics programs and club sports as a brand and enrollment strategy. Several talked about targeting new student markets, from adult learners to international students.

Across conversations, one thing was clear: the pressure to grow is real. But what’s less clear is whether growth alone is still the right metric for survival—or success.

Growth in a Shifting Landscape

The “grow or die” philosophy is rooted in the belief that expanded offerings will sustain institutions. More students mean more revenue. More offerings mean more appeal. But as the Boston Consulting Group (BCG) outlined in its 2025 report, “A Make-or-Break Moment for Colleges and Universities,” the industry is reaching a pivotal juncture. With declining undergraduate enrollment, rising operational costs, and a rapidly changing value proposition for students, traditional growth models are becoming unsustainable for many institutions. While the growth mindset may have worked several years ago, it's not necessarily the case today.

According to BCG, nearly 60% of U.S. colleges and universities are at risk of financial distress or strategic stagnation in the coming decade due to demographic decline, eroding public confidence in higher education, and competition from larger institutions or nontraditional providers.

When Growth Isn’t the Answer

In this context, growth can become a distraction—or worse, a trap. Expanding academic programs without clear demand can overextend faculty and dilute brand identity. Growing online without the infrastructure or differentiation can lead to disappointing returns. Pursuing athletic expansion without alignment to student interest or institutional values can consume valuable resources.

As BCG notes, institutions must determine not only how to grow—but if they should grow at all. For many colleges and universities, the smarter play isn’t expansion—it’s transformation.

Mission-Driven Transformation

Transformation doesn’t have to mean abandoning your identity—it should start with embracing it. Mission-driven transformation is about evolving with purpose, aligning new strategies with your institution’s founding values and the needs of the students and communities you serve.

It’s not growth for growth’s sake—it’s growth through clarity and intentionality. For example:

• A regional college refining its programs to focus on workforce-aligned fields like healthcare or business, without overextending into unrelated areas.

• A liberal arts college modernizing its core curriculum to better integrate civic learning, internships, and career development.

• A faith-based institution strengthening its spiritual life and well-being programs to reinforce its identity while appealing to today’s students.

• A community college investing in apprenticeship and skilled trades programs tied to local economic mobility.

Mission-driven transformation is strategic, not reactive. It keeps your identity intact while building long-term relevance and sustainability.

Rethinking the Rallying Cry

For many institutions, “grow or die” is no longer a viable path. It’s time to reframe the rallying cry around value, mission, and adaptability.

Consider:

• Program focus over proliferation – Align offerings with market demand and institutional strengths.

• Student experience over student volume – Invest in retention, success, and belonging.

• Brand authenticity over broad reach – Articulate who you are and prove it consistently.

• Operational agility over legacy models – Streamline and modernize to support what matters most.

A New Rallying Cry for a New Era

“Grow or die” may have once motivated institutions to reach further. But today, a more relevant charge might be: “Clarify. Adapt. Deliver.”

• Clarify your purpose

• Adapt to meet students where they are

• Deliver value—consistently and clearly

Stuck Between Strategy and Action? We Help You Do Both.

At Villa Marketing, we partner with small colleges and universities to:

• Clarify their identity and messaging

• Adapt communications to changing markets and student needs

• Deliver integrated strategies that drive enrollment, engagement, and trust

Whether you're facing enrollment headwinds, rethinking your brand or refreshing how you communicate, we’re here to bridge the gap between great ideas and meaningful execution. Even a second opinion can spark new momentum.

Let's talk.

Because the future isn’t about growing bigger. It’s about growing smarter.