Adult learners, who often juggle work, family, and personal commitments, face unique challenges in their pursuit of higher education. This demographic — defined as students 25 years or older.— continues to grow in size, but many institutions struggle to effectively attract, support, and retain them. With more than 82 million adults never having enrolled in postsecondary education and another 40.4 million with some college credit but no degree, there is a clear need for targeted, equitable strategies.

“Equity means recognizing that students have different needs because they come from different circumstances,” Yolanda Spiva, PhD, president of Complete College America said in a keynote speech at the 85th annual American College of Healthcare Executives conference. “These conditions require institutions to understand that adult learners need different approaches, strategies, and messages to reach them, help them gain access to college, and support them in reaching their educational goals.”

Organizations including the American Institute for Research (AIR) and education consulting firm EAB, formerly the Education Advisory Board, have explored various approaches to better serve adult students. They note that colleges and universities should have a comprehensive approach that includes refining their digital presence and addressing the unique needs of this audience through tailored services and ongoing support.

Institutional websites are often the initial point of contact for prospective adult learners, making them critical to providing a first impression that influences decisions to explore further or enroll. AIR’s review of 350 college and university websites found that while nearly half adequately represent adult scholars — particularly those of color — through diverse imagery and content, many fall short in this area, indicating room for improvement.

Effective websites go beyond representation; they need to offer dedicated pages with tailored information explaining online degree options and the availability of flexible scheduling.

Financial concerns are a significant barrier, with many adults prioritizing cost, financial aid, and scholarships when deciding if, and where, to enroll. Offering part-time, online, or evening classes is essential to accommodate their busy lives. Additionally, access to affordable child care is crucial, as nearly a quarter of adult learners have dependents. While motivated by goals like improving their family’s economic situation, these students often struggle with logistical issues, such as coordinating child care with class schedules.

“Sometimes, solutions that may work for adult learners overall may not work for parenting adult learner

s without tailoring to their interests or constraints,” Vanessa Coca and Jessica Mason, senior researchers at AIR, wrote in a recent report on adult education. “For example, one parenting adult learner explained that their institution offered evening and weekend courses, which would have been helpful — but the on-campus child care was only open during business hours, which made it difficult to take advantage of the evening and weekend courses.”

Equity is also a critical factor for students of color, who are overrepresented among adult learners and often encounter additional obstacles in their educational journey. AIR’s research, in partnership with the Lumina Foundation, reveals that these learners, who are more influenced by financial, logistical, and social factors, typically take longer to decide whether and when to enroll.

To truly serve this population, colleges and universities must address the systemic inequities that have long hindered their success. Strategies like recognizing prior learning through credit awards, offering co-requisite support in essential subjects, and ensuring clear, consistent communication about academic requirements can significantly improve outcomes. “Another structural reform involves awarding credit for competency, which can make earning a college credential faster and more affordable,” Spiva said.

“Adult learners often arrive at college with prior learning, skills and knowledge from on-the-job training, industry-specific certifications or military training and experience.”

Having trusted and knowledgeable guidance and admissions personnel is crucial for potential adult enrollees, especially when helping them navigate an extended decision-making process. Institutions must proactively address past negative experiences and provide ongoing support to ensure these learners feel welcome and encouraged to persist in their studies.

Colleges must move beyond providing solely traditional models of education and enrollment that were designed for younger students, experts suggest, and create inclusive environments that recognize the complexities of adult learners’ lives. This includes scheduling courses outside traditional hours and offering shorter, intensive programs that align with their time constraints.

“Adult learners face many unique challenges,” Spiva said. “It’s clear that by breaking down barriers and building the right programs more Americans can earn a college credential and achieve the social and economic mobility they seek.”