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This study examines college and university leaders’ responses to student activism and protest on U.S. college campuses between Fall 2014 to Summer 2016. using a phenomenological research tradition. The results revealed that while different types of institutional brands benefit from activism, the difference seemed to be realized in the resources the institution allocates to support and foster activism and inclusion. The views of constituencies revealed varying ideas and opinions, but the best leaders will navigate the path that enables tough decisions without alienating key players who are critical to the success of the efforts.

Higher education administrators’ response to student activism and protests