Illustration: Derek BrahneyA Campus Where Everyone Is Just Like You Kate Hidalgo Bellows, The Chronicle of Higher Education SHARE: Facebook • Twitter Current events—the end of race-conscious admissions, the unrest over the Israel-Hamas war, and the wave of state laws banning diversity, equity, and inclusion efforts—have created a unique opening for colleges founded to serve certain identities. These institutions are making a provocative pitch: If your institution has failed you, come here, and we will protect you. Campus leaders insist that what they’re doing isn’t some thinly veiled enrollment hack. Identity-based marketing is a way of spelling out what they stand for, they say, at a time when brand matters more than ever. Will students take them up on the offer? |