Higher education faces a critical challenge: too many students are spending too much time and money on degrees that don’t align with their career aspirations or earning potential. Our new report, College, On Purpose 2.0, offers a comprehensive solution by reimagining how institutions can embed career readiness and purpose development throughout the entire student journey—from enrollment to alumni engagement.
This updated framework to CCA’s initial Purpose First report moves beyond the traditional approach of treating career services as an afterthought. Instead, Purpose First 2.0 brings together career exploration, academic planning, and experiential learning into a cohesive student experience that spans six phases: Discover, Align, Map, Experience, Reflect, and Launch. The strategy addresses growing concerns about college value by ensuring students not only complete their degrees but graduate with clarity, confidence, and concrete preparation for meaningful careers and long-term economic mobility.
Built on insights from more than 40 institutions across five Alliance states, College, On Purpose 2.0 provides practical implementation strategies for colleges and universities ready to transform their approach to student success. With detailed guidance for every department—from admissions to faculty to career services—Purpose First 2.0 offers institutions the tools to create a campus culture where every student develops a clear sense of purpose and graduates prepared for both career success and lifelong learning.
Want to learn more about CCA’s work on Purpose First? Contact CCA’s Nikolas Huot.
Photos by Allison Shelley/Complete College Photo Library