Wednesday, October 23, 2024

Applying to college is murkier than ever

There's a lot riding on those essays

If you have a high school senior in your life, you're probably in the thick of college application season. This year the uncertainty about the process might be worse than ever. Francesca Maglione is here to explain. Plus: The businesses trying to turn wood waste into profit in fire-prone states, and how ridiculously large skeletons became a big hit for Home Depot. If this email was forwarded to you, click here to sign up.

Higher education in the US is facing a reckoning. As costs creep toward $100,000 a year at some schools, and millions of Americans struggle to pay their student loans, more and more families are questioning the value of college degrees.

Ivy League schools and other elite universities are still flooded with applications, ramping up the cutthroat admissions competition, but smaller private colleges are folding under high costs and dwindling enrollment.

The past year has been particularly tumultuous. The US Supreme Court effectively banned race-conscious admissions, forcing schools to find new ways to maintain their diversity goals. The Oct. 7, 2023, attack on Israel and subsequent war in Gaza turned campuses into hotbeds of tension and protest, with administrators forced to grapple with thorny geopolitical issues under the microscope of national media attention.

Columbia University has had to balance protests with academics in the past year. Photographer: Spencer Platt/Getty Images

Against this backdrop, highly sought-after schools are rethinking how they select their students. For applicants, that means the process is murkier than ever.

"It's gotten more competitive and more uncertain," says Eric Tipler, author of Write Yourself In, a guide to writing college essays. "Uncertainty vis-à-vis what schools kids will get into, but also for families a lot of uncertainty about 'What are the rules of the game, and how can I set my kids up for success?'"

Harvard University and other schools added questions to their application for the class of 2029, underscoring "the importance of enrolling a diverse student body" and asking students how "the life experiences that shape who you are today enable you to contribute" to the school.

Still, demographic information for the first class admitted after the June 2023 landmark Supreme Court decision showed most elite universities enrolled fewer Black students than in past years.

Another question colleges are asking? Whether students know how to engage with those they disagree with. After a year of protests over the war in Gaza, Harvard is asking students to discuss "a time when you strongly disagreed with someone about an idea or issue."

That's not all that has admissions offices worried. The rise of artificial intelligence is making colleges question the validity of application essaysat least when it comes to signaling writing ability. (Colleges are also contending with AI detectors that falsely flag some student-written papers as cheating.)

Duke University said earlier this year that application essays will no longer get numerical scores, with admissions officers reviewing the submissions "primarily to understand the student's lived experience," according to Christoph Guttentag, the school's dean of undergraduate admissions.

And lastly, probably not surprisingly, standardized tests are making a comeback after a quick pandemic-induced hiatus. Elite schools including Brown, Dartmouth, Harvard and Yale have brought the exams back for students applying this year, arguing they are a reliable indicator of success and help identify high achievers from low-income and rural backgrounds.

It's not like test-optional policies were stopping students from taking the SAT. Almost 2 million students in the high school class of 2024 took the test at least once, according to a report by College Board, the nonprofit behind the tests. Although SAT participation is not at pre-pandemic levels, it's up from a year prior.

"From a college's standpoint, it's about obtaining as much context as possible for an application," says Jamie Moynihan, managing director at college counseling firm AcceptU. "It isn't necessarily a deciding factor, but it's context that, without it, makes it more challenging to differentiate some of these students."

Related: Harvard's Embrace of SAT Showcases New College Admissions Regime

In Brief

Seeking a Profitable Way to Prevent Wildfire

Piles of firewood at the Heartwood Biomass facility. The company converts logs into products including firewood and an erosion-control material called WoodStraw. Photographer: Peter Prato for Bloomberg Businessweek

The August air is heavy with the scent of a nearby wildfire as a truck hauling 20 tons of wood pulls into the Heartwood Biomass Inc. facility in Jamestown, California. "Some dry logs, that's what we want," says Matt King, the company's vice president for sales and innovation, as the desiccated timber rumbles past on its way to unload. With wood like this, which for many other companies is too brittle or rotten to be useful, Heartwood has produced more than $300,000 in firewood since opening its plant in the Sierra Nevada foothills in June.

It's a small, simple business aimed at a big, complicated problem: the dangerously overgrown forests of the US West. In California alone, a century of fire suppression has left many of the state's 33 million acres of forest crowded and ready to combust, especially as climate change drives up temperatures. In 2020, California and the US Forest Service set a goal to reduce wildfire risk by treating 1 million acres a year—a task estimated to cost $2 billion to $4 billion—using tree thinning, prescribed burns and other approaches, including investing in companies such as Heartwood.

Since 2021 the state has set aside $7 million for pilot projects focused on monetizing forest waste and offered millions more in grants for biomass fuel research, workforce development and other innovations. The federal government is also financing forestry businesses to mitigate wildfires: As part of its goal to treat an additional 50 million acres of forest by 2032, the US Forest Service has funded a wood insulation startup expanding into Oregon, a cross-laminated timber project using wood leftovers in Montana and research to develop a biomass market in the Southwest.

Emma Foehringer Merchant writes about efforts to add a link to the forestry supply chain that monetizes wood waste: A New Economy for Wood Is Slowly Taking Root in California

The Skeleton That Got Really, Really Big

Illustration: Shira Inbar for Bloomberg Businessweek

When Lance Allen took over strategy for Home Depot Inc.'s holiday merchandising team in late 2018, he set his sights on disrupting the $12 billion Halloween market.

At the time, Home Depot and its competitors were all selling similar versions of the same decorations: 18-inch spiders with LED lights, human-size zombie figures and inflatable movie characters, among other spooky wares. Looking for something new, Allen, who started his career at Home Depot selling power tools, got busy with his team, visiting haunted houses, late-night horror events at Universal Studios in Los Angeles and Halloween trade shows.

At some point he had a realization. Several of the Halloween-themed venues were festooned with giant plastic skeletons that towered over the heads of attendees. They were visually striking and just a little ominous, but nothing like them existed for everyday consumers. There it was: a bone-shaped opening Home Depot could fill.

Jaewon Kang writes in the latest edition of Going Viral about the "Skellies" taking over neighborhoods everywhere:  Home Depot's 12-Foot Skeletons Spawned an Industry of Giant Halloween Decor

EV Workplace Safety

$827 million
That's how much Rivian could receive in incentives from Illinois over 30 years, provided it meets key goals tied to jobs and the expansion of its plant in the town of Normal. But the maker of $100,000 electric vehicles has struggled to put in place the procedures, equipment and training needed to keep employees safe.

The Post-Election Economy

"I don't see a recession risk because the economy is pretty strong and both of the candidates keep mentioning a lot of stimulative policies."
Steve Schwarzman 
CEO, Blackstone
The billionaire private equity chief said the US is likely to avoid a recession regardless of who wins the presidential election, as both Kamala Harris and Donald Trump have policy proposals that appeal to growth.

More From Bloomberg

Like Businessweek Daily? Check out these newsletters:

  • Business of Space for inside stories of investments beyond Earth
  • CFO Briefing for what finance leaders need to know
  • CityLab Daily for today's top stories, ideas and solutions from cities around the world
  • Tech Daily for exclusive reporting and analysis on tech and AI
  • Green Daily for the latest in climate news, zero-emission tech and green finance

Explore all newsletters at Bloomberg.com.

No comments:

Post a Comment

Claim Your Bonus Report: Google’s Next AI Revolution

      Hi, Luke Lango here.  Congratulations and thank y...