Outrunning the Bear: Surviving (and Thriving) in the New Higher Education Landscape

There’s an old survival adage: “You don’t need to outrun the bear—just the person next to you.” Right now, that saying rings more true than ever. With funding crises looming, international student flows uncertain, and institutional costs rising, the metaphorical bear is real—and hungry.

For universities, the imperative isn’t to be the best in the country, or even the region. It’s to be just a little stronger, faster, or more strategic than the competition down the road. Because when resources are tight and students are cautious, it’s not the underdog that gets eaten first—it’s the slowest runner.

The Quiet Battle: Regional Competition Matters

Too often, the conversation about competition in higher education is framed around global league tables and prestige rankings. But the most immediate and consequential form of competition is local. Students tend to choose from a cluster of nearby institutions. Employers recruit locally. Local councils invest in universities that deliver economic and social returns for the region.

Yet few institutions appear to have developed robust strategies for mapping their regional competitors. Even fewer are openly acknowledging that their survival may hinge on simply outperforming these neighbours on course design, student experience, and graduate outcomes.

A Missed Strategy: Lateral Student Movement

One strategy almost entirely overlooked is the active encouragement of student mobility within the UK, especially in the final stages of undergraduate study. Imagine a university that opens its doors in Year 3 to high-performing students from local competitors, offering the chance to graduate with a “better” degree—whether that means higher ranking, better outcomes, or stronger brand recognition.

This may not seem like the friendliest form of competition—but make no mistake: universities are in competition, and students increasingly view themselves as rational, mobile consumers. Institutions willing to embrace this reality may find a valuable new recruitment stream—and gain an edge over slower-moving rivals.

The Message: Stay Ahead, Not on Top

In this environment, universities don’t need to be in the top ten nationally. They just need to be top-of-mind regionally. Being faster, more responsive, more attractive to students and staff than the nearest alternative could be the difference between thriving and disappearing.

So as the sector scans the horizon for the “bear,” it’s worth also glancing sideways. The race is already on—and it’s not necessarily the strongest who survive, but the most strategic.