Elite universities are losing top students to the South: Here's why the Ivy League no longer sells itself

A growing number of high-performing students in the US are turning away from elite universities in the Northeast and West Coast in favour of institutions in the Southern states. The shift is being driven by a combination of political climate, campus culture, affordability, and student lifestyle preferences, according to interviews and application data reported by Fortune.Among those making the move is Robby (not his real name), the son of San Francisco-based tech entrepreneur Trevor Traina. Despite being a varsity athlete with a 4.0 GPA and having a legacy connection to Princeton University, Robby has chosen to attend Wake Forest University in North Carolina. As reported by Fortune, Traina said his son rejected Ivy League schools because they are "unfun, judgey and biased against white boys.

" Traina added that many of Robby's peers are also opting for Southern universities like Duke, Vanderbilt and Tulane.Surge in applications to Southern schoolsThis trend is reflected in admissions data. According to Fortune, applications to colleges in the South have increased by 50% since 2019. By contrast, applications to schools in New England and the Mid-Atlantic have risen by less than 30% over the same period.

A separate Wall Street Journal analysis, cited by Fortune, found that the number of students from the Northeast attending Southern public universities rose by 84% over the past two decades, and 30% from 2018 to 2022.Several factors contribute to this shift. Students and parents cited campus culture, freedom of expression, school spirit, and cost of attendance as key reasons for favouring Southern schools. Fortune reported that Chancellor Daniel Diermeier of Vanderbilt University confirmed a significant rise in applications from the Northeast, West Coast, and specifically the San Francisco Bay Area.

He attributed this to prospective families' desire for a university where students can "thrive without ideological homogeneity.

"Political climate and campus culture play a roleAccording to Fortune, Diermeier said these concerns intensified following the Hamas attacks on Israel on October 7, 2023, and the subsequent wave of pro-Palestinian protests across US campuses. He stated that while Vanderbilt faced similar protests—including an incident where protestors occupied his office and assaulted a security guard—the university responded by restoring order and maintaining a commitment to free speech and institutional neutrality.Some students are also drawn by the stronger sense of community and school spirit found at Southern campuses. Ainsley Matteson, a senior at the University of Tennessee, told Fortune that sports culture fosters unity on campus: "If you're wearing orange on game day, there's this sense of belonging." Cameron McManus, a high school senior from suburban Washington, D.C., said in Fortune that TikTok and Instagram posts showcasing sports and Greek life influenced his interest in universities like UNC Chapel Hill, Clemson, and the University of South Carolina.Cost and access remain major considerationsAffordability is another factor behind the shift. Fortune reported that Danielle Davis, a parent from Northern Virginia, chose the University of Florida over the University of Virginia for her son due to cost. The total expense at the University of Florida, including fraternity dues, was $31,000—$6,000 less than tuition alone at UVA. Her son is now majoring in finance, and the lower cost leaves room for potential graduate studies.Krista Jajonie of Access Consulting told Fortune that while parents are increasingly concerned about campus political tensions, students remain primarily drawn by the weather and lifestyle offered at Southern schools. She noted that the "apply everywhere mentality," which began during the Covid-19 pandemic when test requirements were dropped, has led to a surge in applications to a broader range of institutions.According to Fortune, these combined factors are contributing to a reshaping of college preferences in the US, with Southern universities becoming increasingly attractive to students from across the country.