The contemporary crisis in higher education is often framed around funding, enrolment, and relevance, but deeper analysis reveals a crisis of purpose driven by neoliberal logics and gendered and racialised institutional structures. This chapter, informed by feminist theoretical perspectives, examines the consequences of shifting higher education from a public good to a private benefit focused on individual gain. Under neoliberal ideology, education is commodified, financial responsibility is transferred to students, and faculty labour is devalued. Market-driven priorities monetise research, and feminised labour in teaching and service is further marginalised. Higher education’s role in fostering equity, informed citizenship, and social change is diminished. Drawing on qualitative interviews with feminist sociologists, this chapter explores how they navigate these challenges by strategically reframing concerns, building alliances, and leveraging institutional tools to make institutional change. Addressing the crisis requires not only structural reforms but also an ideological shift toward equity and the collective good in decision-making.