With the cost of college at an all-time high, it’s unsurprising that so many young Americans are going into debt paying for school or even foregoing a college education in lieu of the workforce.

Fortunately, some colleges are catching on – and taking proactive measures to keep students in college, including capping or reducing tuition costs. Dubbed a “tuition reset,” this trend encompasses the notion that students are prioritizing college cost in their decision to attend a particular school, regardless of aid packages.

“Schools are taking a step back, and saying, ‘What is the purpose of raising tuition?’ ” Kevin Crockett, the president of Noel-Levitz, an enrollment management consultancy firm, told USA TODAY. “There is little doubt that that discussion is occurring with greater frequency.”