As costs have risen, colleges and universities have faced more stiff competition from each other to attract students. Projections indicate that the number of high school graduates should begin in the next decade to flatten and then steadily decline (Selingo, 2018). Such changes have required a change in approach for how colleges and universities market themselves that some would argue exacerbates the commodification of higher education. This shift might be best described as moving from selling education as "transformative" to selling it as "transactional." In this context, it may appear as though the purpose of college is simply to complete a degree, rather than to develop, grow and learn. Participating in experiences outside of the classroom may feel likewise superfluous since it is not required to complete the degree. It is imperative that campus activities professionals not only avoid the trap of the transactional approach to higher education but fully embrace the transformative possibilities of this work. This article offers guidance on how the campus activities professionals field can positively contribute and provide leadership in the uncertain times ahead.