Aspiration for higher education (HE) is no longer a matter solely for students and their families. With OECD nations seeking to position themselves more competitively in the global knowledge economy, the need for more knowledge workers has led to plans to expand their HE systems to near universal levels. In Australia, this has required the government and institutions to enlist students who traditionally have not seen university as contributing to their imagined and desired futures. However, this paper suggests that failing to appreciate the aspirations of different groups, understood as a collective cultural capacity, casts doubt over the ability of institutions to deliver increased numbers of knowledge workers. Moreover, inciting subscription to the current norms of HE is a weak form of social inclusion. Stronger forms of equity strategy are possible when HE is repositioned as a resource for different groups and communities to access in the pursuit of their aspirations.