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Global Demand for Business Education Surges Amid Economic Uncertainty

In a notable shift within the realm of global education, applications for Graduate Management Education (GME) programs have surged by 7% in the year 2025. This increase marks a continuation of the trend established in previous years, indicating a robust interest in business education despite myriad economic and geopolitical hurdles. According to the latest Application Trends Survey conducted by the Graduate Management Admission Council (GMAC), this rise demonstrates the increasing adaptability of educational institutions in response to changing market dynamics.

Uneven Growth Across Demographics

While the overall growth is promising, it is important to note that it has not been uniformly distributed across different geographies and program types. Traditional GME powerhouses such as the United States, Canada, and the United Kingdom are witnessing a decline in applications. These declines can largely be attributed to stricter visa regulations and uncertainties within the labor markets, which have made it harder for international applicants to consider these destinations.

For example, U.S. programs experienced a marginal decrease in applications, while Canada faced a staggering contraction, with 84% of programs reporting a downturn. Similarly, two-thirds of programs in the U.K. noted fewer applications. Contrastingly, regions like Asia and Europe outside the U.K. have capitalized on this shift, achieving significant application growth, particularly in India, which saw a remarkable increase of 26%, and East and Southeast Asia, where applications surged by 42%.

Shifting Program Preferences

The survey highlighted a significant trend toward full-time, in-person programs, particularly in areas such as MBA and business master's disciplines like accounting, finance, and marketing. However, programs like the Master of Business Analytics are facing a challenging environment, with nearly two-thirds reporting declines in applications for the second consecutive year. This shift could indicate a transition in candidate preferences towards more traditional formats.

Moreover, the return-to-office (RTO) mandates appear to be impacting candidate choices, as more than half of the executive, online, and part-time MBA programs reported declines—an alarming turn that goes against the earlier growth witnessed in these flexible formats.

Innovative Curriculum and Industry Alignment

Despite the challenges, business schools are evolving to meet contemporary demands driven by artificial intelligence (AI) and sustainability. A significant majority of programs now integrate AI into their curricula, with only 16% of programs reporting no AI components. Educators are beginning to utilize AI as a tool for strategic business decision-making. Another encouraging trend is the incorporation of sustainability into business education; approximately 75% of programs now provide students with opportunities to study this vital topic, underscoring its increasing importance among prospective students.

Gender Representation in GME Applications

Interestingly, as awareness of the need for diversity grows, women continue to represent over 40% of GME applicants, maintaining levels seen over the past decade. In 2025, despite only a slight increase in the median share of women applying to programs, their application rates to MBA programs have outpaced their male counterparts. It's noteworthy that their representation among business master's applicants has remained close to parity, reflecting progress in gender inclusivity in business education.

Conclusion

The trends showcased in GMAC's Application Trends Survey paint a complex picture of the global business education landscape. While certain regions and program formats may face headwinds, the overall growth in applications signifies a shift towards innovative educational practices that align closely with industry demands. As business schools adapt to these challenging landscapes through new curricula and enhanced student experiences, they reaffirm their essential roles in shaping future business leaders amid ever-evolving economic perspectives.