New public polling on UK higher education, commissioned by University Alliance and conducted by YouGov, has revealed that the public back increased financial support for students training to enter vital professions, including the NHS, teaching, social work and policing.
It has found:
- 84% of parents and grandparents are in favour of their loved ones attending university
- 75% support financial incentives for students training to be teachers
- 63% support increased living cost support for students from low-income backgrounds
An overwhelming 85% support the government providing loan forgiveness, grants or bursaries for students training to work in the NHS — a figure that includes 80% of Reform UK supporters. Support also extends to other essential sectors, with 75% backing financial incentives for trainee teachers, 68% for social workers, and 65% for those training in policing roles.
Support for broader assistance with student finances remains high. When respondents were asked to select priorities from a list of possible changes to the UK higher education system, increased financial support for students came out top, with 46% placing this in their top three priorities.
Overall, 63% are in favour of increased living cost support targeted at students from low-income backgrounds (with 53% of Reform UK voters agreeing with this sentiment).
In a wide-ranging poll commissioned ahead of A-level results day, respondents were also asked questions about the purpose and direction of higher education in the UK, as well as the economic impact of potential university closures.
The polling also shows that parents and grandparents are overwhelmingly in favour of their own children or grandchildren attending university (with 84% of voters with a child or grandchild under 18 being in favour; and only 8% were against this). This was found to be true amongst parents and grandchildren across all political persuasions, highlighting the enduring value placed on higher education across the political spectrum.
The public’s understanding of the economic value of universities is also recognisable in the polling. Nearly half of voters (48%) said the closure of a university in their local area would have a fairly big or very big impact on their local economy. This sentiment is strongest in the North of England (56%), Wales (57%), and Scotland (55%), compared to just 36% in London. Only 12% said a university closure would have no impact at all.
The polling also reveals a desire for more vocational and employer-linked routes in higher education: with 57% thinking undergraduate courses place too much emphasis on academic learning, and not enough on work-based skills and experience — a view that was held by 69% of Reform UK supporters.
Asked to select three priorities from a list of possible changes to the UK higher education system:
- 38% survey respondents supported the introduction of more alternative routes such as degree apprenticeships as one of their top priorities.
- 36% supported the introduction of more work placements or practical training as part of degrees.
- 31% favoured more courses designed with employers to meet skills needs.
The polling also indicated that 24% of respondents would be quite or very likely to take out a student loan to study either a full degree or shorter and more flexible qualifications as part of the government’s Lifelong Learning Entitlement initiative. The initiative aims to help people to upskill and reskill throughout their careers.
Vanessa Wilson, CEO of University Alliance, which represents leading UK professional and technical universities, said:
“I’m pleased to see such significant public support for financial incentives for students studying to work in our public sector services like social services and the NHS.
Our universities are a jewel in the UK’s crown, and I am pleased that families overwhelmingly recognise higher education as a powerful route for young people. We are set to see a record number of 18-year-olds head to university this Autumn, and this polling indicates that their parents and grandparents very much support that choice.
Voters want university to be an opportunity for all. To make that happen, government must urgently work with the higher education sector to put it on a long-term sustainable financial footing.”
Notes to editors
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,252 adults. Fieldwork was undertaken between 6th – 7th August 2025. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
Data tables can be found here.
To arrange interviews with University Alliance spokespeople, including our CEO Vanessa Wilson and Vice-Chancellors, contact thomas@unialliance.ac.uk or call 07540 617670.
