Enrollment professionals are at the forefront of one of the most important—and challenging—conversations families face: the cost of higher education. Parents and students are both deeply concerned about affordability, but they often struggle to communicate their concerns to each other. The good news? Our surveys of more than 1,600 parents and 20,000 students show that they’re more aligned on this issue than they realize, and there are many ways that you can support parent-student dialogue around college costs.