Career Interest and Perceived Value of Accounting

In 2024, the Center for Audit Quality conducted online survey research on U.S. high school students who planned to attend college after graduation to determine their impressions of accounting and their openness to accounting careers. This research was replicated on a larger sample of students by Everfi in 2025 and many of the findings from the original research were substantiated.

Key Insights

• Representation Matters: Students are more likely to pursue a career when they see professionals who reflect their backgrounds
• Early Exposure Drives Interest: Interactive digital learning experiences increase student awareness and interest in accounting careers, especially among underrepresented groups.
• Accounting is More Than Math: Students are surprised to learn how accounting skills apply to entrepreneurship, investing, and personal finance, which broadens their understanding of the profession.
• Digital Education Works: The Accounting Careers: Limitless Opportunities course reached thousands of students across the U.S., with measurable increases in career interest and confidence in financial literacy.
• Bridging the Gap: The initiative is helping to close the diversity gap in accounting by making the profession more accessible and relatable to students from all backgrounds.

Why Download this Report

If you’re an accounting educator, employer, or advocate for workforce diversity in this profession, this report offers:
• Actionable data on how digital education is are transforming student views of accounting
• Student voices that highlight the power of representation and relevance in career exploration
• Practical insights for organizations looking to invest in the future of the accounting profession
• A roadmap for how public-private partnerships can improve career readiness and equity