David Brooks’s thought-provoking Atlantic cover story, How the Ivy League Broke America, caught my eye as someone who has worked with dozens of academic institutions of all shapes, sizes, and degrees of prestigious legacy. It dives headfirst into one of the most polarizing debates in higher education today: the elite stronghold on access, opportunity, and influence in the United States. Through sharp analysis and striking examples, Brooks takes aim at the disproportionate power wielded by Ivy League institutions and their role in shaping—and sometimes breaking—the very fabric of American society.
A Broken Meritocracy
The idea of a meritocracy—a system that rewards talent, effort, and achievement—is one of America’s founding ideals. Yet, as Brooks compellingly argues, the Ivy League’s version of meritocracy has become more of a myth than a reality. Instead of fostering opportunity for all, it disproportionately benefits those from privileged socio-economic backgrounds while marginalizing others. This exclusivity reinforces a “caste system of credentialism,” where access to power and influence is increasingly tied to wealth and legacy, not individual potential or drive.
The reversal of affirmative action further complicates this picture. Without policies designed to level the playing field, many fear that access to elite institutions will skew even further toward those already at the top. Add to this the growing influence of artificial intelligence in admissions and hiring—tools that risk perpetuating biases rather than mitigating them—and the flaws in our current system become even more glaring.
Artificial intelligence is rapidly changing the landscape of admissions and access. While AI offers opportunities for personalized recommendations and efficiency, it also risks perpetuating existing inequities. Algorithms trained on historical data often reflect systemic biases, potentially disadvantaging underrepresented groups. A 2023 study from the Center for Democracy & Technology found that 60% of institutions using AI tools in admissions reported concerns about fairness and bias. To truly innovate, institutions must wield AI responsibly—ensuring it serves as a tool for equity rather than entrenching exclusivity.
A successful meritocracy, Brooks suggests, would value people who see their lives as sacred missions, driven by passion and purpose rather than pedigree. It would recognize the energy and creativity that America is best known for, and rekindle those qualities in the next generation of leaders.
Key Stats to Consider
- According to a recent study by Opportunity Insights, students from families in the top 1% of income are 77 times more likely to attend Ivy League schools than those from the bottom 20%.
- In 2022, legacy admissions—students with familial ties to alumni—accounted for 14% of admissions at Harvard, despite widespread criticism of the practice.
- A report by McKinsey predicts that AI tools in admissions could inadvertently entrench existing biases, as algorithms often replicate the biases present in historical data sets.
- A 2023 survey by Inside Higher Ed found that 49% of college leaders believe AI will be a major force in shaping admissions policies over the next five years.
Why This Matters to Us
As an agency dedicated to advancing missions in higher education, we see Brooks’s critique as a wake-up call. The impending enrollment cliff is a clarion reminder that higher education must innovate to survive. Institutions cannot rely solely on exclusivity and prestige to attract students; they need to demonstrate value, equity, and impact.
This is especially critical for the many colleges and universities outside the Ivy League that educate the majority of America’s students. These institutions have an opportunity—and a responsibility—to redefine what success looks like in higher education. By prioritizing affordability, inclusivity, and innovation, they can differentiate themselves and meet the evolving needs of students and society.
Our Mission, Reimagined
We believe the future of higher education lies in embracing new tools and strategies that center student needs and dismantle barriers to entry. By reimagining digital experiences, creating personalized content, and leveraging technology to tell authentic stories, schools can break free from the exclusivity trap.
Our mission is to help institutions not just survive but thrive—by being bold, student-centric, and impossible to ignore. This means working alongside our clients to build web experiences, apps, and marketing strategies that advance their missions and reignite the spirit of what makes American higher education great: energy, creativity, and opportunity for all.
A Human-Centric Future
s we confront the enrollment cliff, the reversal of affirmative action, and the rise of AI, it’s clear that higher education needs to reimagine its purpose. We need a model that values the whole person—not just test scores or family connections. A successful meritocracy will inspire students to see their lives as sacred missions, driven by passion and purpose. Let’s build a future where higher education reignites the energy and creativity that makes America a beacon of possibility. Together, we can ensure that opportunity isn’t the privilege of a few, but the promise to all.
