“Enrollment cliff” is one of the critical challenges threatening the financial and reputational sustainability of many institutions. This interactive session provides an overview of Morning Consult’s Most Trusted Universities survey, highlighting trust as one of the key brand health metrics. It shows the importance of bridging the trust gaps that exist by race/ethnicity, gender, first-gen, and Gen Z high school students as the key to unlocking the potential for growth in enrollments and endowments. This session will also include reflections and experiences of a university leader on building data-informed strategies that aim at measuring and improving brand health metrics.