For a decade, universities have operated within relatively predictable recruitment environments. Today, that certainty is eroding. Competition for UK students is intensifying, student decision-making is more complex, and demand is increasingly uneven across the sector. Internationally, while demand for UK higher education remains strong, reliance on a small number of key markets is creating growing exposure for many institutions. This session will explore how universities can build more resilient recruitment strategies, diversify sources of demand, and strengthen market intelligence to prepare for a future where agility may become a greater competitive advantage than scale.