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College and university counseling centers are facing increasing demand for services, increasing severity of psychopathology, and decreasing funding – thus college counseling is a strained system. Group psychotherapy is a flexible and impactful treatment format which addresses these challenges and suits the population well. We review literature on group counseling in higher education and present four studies examining its appropriateness. Study 1 is a mathematical proof showing group therapy is efficient. Studies 2 and 3 are archival survey data analyses of client feedback and student interest, showing group therapy is effective and enticing. Study 4 is an analysis of clinic staffing data showing group therapy is essential. Three recommendations are offered to counseling center staff and directors: design groups with a focus on ethics and appealing structure, promote groups both to prospective clients and within staff (i.e., "why not group?"), and apply affective process-dimension clinical skills in group delivery. [ABSTRACT FROM AUTHOR]