Why the Campus Experience Matters More than Status

Colleges and universities have a longstanding tradition of pursuing accolades, placing emphasis on titles and awards, as well as the elevated sense of status they confer. It’s no wonder, given today’s competitive higher education market, that colleges look for opportunities to stand out from the crowd. As campuses increasingly find themselves competing to attract and retain students, they often seek the prestige of industry awards and the approval of national publications, at times to the detriment of other goals or even their overarching missions.

This idea is explored in the latest chapter of the President to President thought leadership series. In “The Cost of Higher Education’s Pursuit of Status,” University of Mary Washington President Troy D. Paino, J.D., Ph.D., examines modern higher education’s obsession with status and the consequences of this approach. He posits that the uncertainty and upheaval brought by recent events have created an opportunity to re-examine the value of chasing status, and he shares ideas about how campuses can shift focus to other priorities that may be more meaningful.

The pursuit of status in higher education sometimes creates a disconnect between the campus and its students. While an impressive ranking from The Princeton Review or an award for groundbreaking research may serve as excellent marketing tools that can be splashed across a website, they often have little impact on students’ day-to-day experiences. Interactions with faculty and staff, the quality of instruction, technology that makes life easier, and availability of services and amenities are all important factors in the quality of students’ experiences. While a college’s status may generate attention, students’ daily experiences drive retention and long-term success. Status is meaningless without exceptional campus experiences.

Unfortunately, the small details of students’ day-to-day experiences can sometimes be overlooked as universities focus on achieving prestige and recognition, despite the immediate and substantial impact those details have on students’ perception of the campus and their overall satisfaction. When the college is recognized by U.S. News & World Report, it is unlikely to affect a student directly. But a disappointing dining experience, aesthetically unappealing campus, physically uncomfortable environment, or unsatisfactory housing situation will indeed diminish students’ quality of daily life.

Sodexo recognizes the importance of these details and strives to ensure that every aspect of the campus experience is tailored to the needs of today’s students. We have always been guided by our passion for improving quality of daily life. We believe that tangible actions and daily interactions drive real improvements to people’s lives, communities, and the planet. These values have shaped our evolution, even as the world has grown increasingly complex.

We understand the importance of building a campus’s brand recognition, but rather than focusing on external accolades, our approach is based on the idea that student engagement is the cornerstone of loyalty to the campus brand. We leverage consumer insights and market trend analysis to create programs and services that improve engagement, giving careful consideration to the details of campus life that matter most to students.

One example is our integration of digital technology into the campus experience. From our groundbreaking Bite for Universities mobile dining app to the introduction of semi-autonomous delivery robots, we continuously seek exciting new ways to seamlessly blend cutting-edge technology with high-quality dining experiences. Another example is our partnership with Yo-Kai Express, which brings on-demand dining to campus via high-tech vending kiosks that serve hot, freshly prepared, flavorful, custom-made dishes at just the touch of a button. Leveraging the right technology is one way Sodexo creates unique, memorable, and satisfying campus experiences for students.

We also strive to provide students with dining options that meet their evolving needs. For example, Gen Z students are health conscious and passionate about social issues. The demand for plant-focused food continues to grow as more consumers seek the health and environmental benefits these dishes provide. In fact, 75% of Gen Z students aim to reduce their consumption of meat, opting instead for plant-based nutrition. Sodexo has substantially expanded availability of plant-based options on campus; 30% of entrées on our national menus are plant-based, and our chefs are working to add more. In addition, vibrant new menu identifiers highlight these dishes and make it easier for students to quickly locate plant-based options.

Providing on-trend dining options and robust technology solutions are just a few examples of how Sodexo improves the day-to-day lives of students on campus, who value convenience, service, novelty, variety, and value. Student engagement is a key element of every college’s mission, and prioritizing it—even above achieving acclaim—ensures the long-term success of both students and the institution itself.