Liberal Arts universities have encountered mounting pressure in recent years as STEM-based classes and careers have grown in popularity. With skyrocketing tuitions costs and student debt, liberal arts advocates are motivated to promote the values of a holistic education. Lipman Hearne collaborated with Nielsen Consumer Neuroscience to asses which marketable qualities of a liberal arts education resonated most strongly with different consumer groups, targeting the best phrases to inspire the next generation of scholars to enroll.