So, Donald Trump’s back in the headlines—this time announcing major new tariffs on goods from China, the EU, and pretty much everywhere else. On paper, it’s all about trade and manufacturing. But zoom out, and you’ll realise this move could ripple through the global economy… and straight into the UK university sector.
Our Strategy Director, Jason, has been analysing what this shift could mean for international recruitment—and why UK universities should be paying close attention.
What looks like a trade policy aimed at factories in Michigan, could end up influencing whether a student in Shanghai or Lagos decides to apply to Manchester, Leeds, or Loughborough.
Jason, Strategy Director
The global shake-up (A quick recap)
Trump’s new policy slaps a 10% blanket tariff on all US imports, with extra-heavy charges (up to 54%) on goods from China and the EU. That’s sent financial markets wobbling, investors panicking, and global trade into a bit of a tailspin.
So why should we care? Because these kinds of economic shocks do more than mess with Wall Street. They:
– Push up prices
– Slow down trade
– Make countries (and families) tighten their belts
– And make people less likely to pack up and move abroad for uni
So… What does this mean for UK higher education?
This is a real window of opportunity. While the US gets tangled in trade tensions, the UK can step up as the destination that’s open, stable, and globally connected.
Jason, Strategy Director
Students might start hitting pause
When economies wobble, so does student mobility. If you’re recruiting in China or parts of Europe—both directly hit by these tariffs—you might notice fewer applications, more deferrals, and longer decision cycles. People get nervous, especially about big-ticket spending like international education.
And it’s not just China or the EU. Knock-on effects could hit lower-income countries too, making affordability and value-for-money even more important in the next recruitment cycle.
A cheaper pound could help… maybe
One upside? The pound often weakens when markets get shaky. That makes UK tuition fees look more affordable to international students—especially compared to the US or Australia.
But don’t get too excited. The same weak pound also makes it more expensive for unis to buy imported tech, lab kit, or software. So budgets could still take a hit behind the scenes.
Research and Procurement could get clunky
Universities that rely on partnerships with US institutions – or use lots of US-based suppliers for lab or digital tools – might start seeing rising costs or frustrating delays. That’s especially relevant for Russell Group members running big cross-border research projects or high-tech campuses.
There’s a golden opportunity for UK unis to step up
Let’s be honest: a lot of international students have been feeling uncertain about studying in the US. Rising costs, tough immigration rhetoric, and now trade wars? Not exactly a warm welcome.
This is the UK’s moment to shine. We’ve got a chance to position ourselves as safe, stable, globally-minded, and just as prestigious—if not more—than our transatlantic rivals.
But institutions need to say that out loud, and often. This is about smart storytelling and clear branding, not just visa stats and course brochures.
Not all universities will be affected equally
– Russell Group unis will probably be fine—or might even benefit. They’ve got the brand power and global pull to ride out uncertainty.
– Post-92s? It’s trickier. Smaller budgets, more reliance on international fee income, and often less marketing firepower make them more vulnerable.
– But they also offer affordability and real-world relevance—two things students will care about more than ever.
The key? Smart messaging that highlights what makes each institution relevant right now.
So, what should universities be doing?
This is where you come in—as a marketing, communications or recruitment pro. You don’t control global trade policy, but you do control how your institution responds.
1. Rethink your brand story
Position the UK—and your uni—as the safe, smart, global alternative to an unpredictable US.
Focus on:
– Long-term ROI
– Post-study work rights
– Cultural diversity and welcome
– Real graduate outcomes
And make sure it’s locally relevant. What reassures a student in Delhi isn’t the same as what resonates in Jakarta or Nairobi.
2. Diversify where you recruit—and how
If your international strategy is 60% China, now’s the time to widen that lens. Think:
– Southeast Asia
– Sub-Saharan Africa
– Latin America
Use data to find under-tapped cities and regions, then launch nimble, multilingual digital campaigns that speak their language—literally and culturally.
3. Give people a reason to trust you
It’s not just about glossy prospectuses. Build credibility with:
– Video content and real student voices
– Webinars with parents and alumni
– Consistent updates for agents and counsellors
Trust is the currency in uncertain times.
4. Remove the friction
Make it as easy as possible for interested students to say “yes.” That means:
– Shorter forms
– Clearer funding info
– Better mobile UX
– Helpful, human answers (chatbots can only do so much)
5. Go where the gap is
If the US is about to drop the ball on some key markets, you need to be there to pick it up.
Think ahead: When are key policy changes happening? Where might visas tighten? What’s the mood in your priority countries?
Align your campaign timing, messaging, and resources around those windows—and get there first.
Final thought: don’t wait for the storm to pass
Trump’s tariffs aren’t just a US issue. They’re a global signal—one that suggests we’re entering another cycle of protectionism, inflation, and nervousness. That doesn’t mean panic, but it does mean preparing.
The institutions that come out strongest won’t be the ones with the biggest brands or deepest pockets. They’ll be the ones who move quickest, speak clearly, and put students first.
If you’re advising, supporting, or working inside a university right now: this is your moment to add real value.
Want help turning these ideas into action?
Get in touch with our HE strategy team—we’d love to help.