We pooled data from over 6,000 residents of communities across the country, from small cities of less than 50,000 to large cities of over 500,000 (NGC community survey data, 2008-2009 ). We asked residents what they look for in a city, and how their city stacks up. They also told us whether they plan to stay or leave their city, and why.
The Seven Indexes of a Next City
Respondents were asked to rate the importance of the Seven Indexes of a Next City. The Seven Indexes are based on years of research, and measure the assets and amenities that matter most to the next generation as they choose their Next City.
Vitality - The next generation values a vibrant, healthy community where people are “out and about” using public parks, trails, and recreation areas, attending farmers’ markets, etc.
Earning - High school guidance counselors tell children that they’ll have between nine and eleven careers in their lifetime. Young professionals want a broad choice of places to work, and an environment that is friendly to entrepreneurs.
Learning - Is your city committed to high quality education for all of its citizens? The next generation wants to plug into strong schools, a smart community, and lifelong learning opportunities.
Social Capital - Great talent comes in every race, creed, and color. The next generation values living in a diverse community, where all people are engaged and involved in community life.
Cost of Lifestyle - Students and young professionals are just getting started in their careers, and for many, affordability is key. They want a community where they can afford to live, work, and play.
After Hours - There’s more to life than work. The next generation wants authentic places to have dinner, meet for coffee, hear live music, or just hang out.
Around Town - How easy is it to get to where you want to go in your city? Young professionals are “on the go” and want a community that’s easy to navigate, without long commute times.
Is the Price Right in Your City?
When asked to rate the importance of the Seven Indexes – from “Not at all Important” to “Very Important”—Cost of Lifestyle rose to the top of the heap, not only for young professionals (under 40), but for all respondents. The following table compares the combined total of “Very Important” and “Somewhat Important” responses in each of the indexes, for residents Under 40 and 40-plus:
Whether young or young at heart, affordability is key. And, for young professionals under 40, Earning is a close second to Cost of Lifestyle. No matter how affordable your city is, young professionals won’t move there if they can’t find a job.
We also asked residents, “What’s your favorite aspect of life in your community?” and cost of lifestyle came up again as a recurring theme:
“The cost of living is low and the housing is affordable.” (28-year old white female, Transplant to midsize Southwestern city)
“My favorite aspect is the high quality of life for the cost of living here.” (33-year-old white male, Homegrown of large Southeastern city)
In addition to Cost of Lifestyle, After Hours was a slightly bigger deal for folks under 40 (at 83% importance, compared to 76% for 40-and-overs). The next generation wants their Next City to be a place where they can live, work, and play, but within their means.
Family Ties: Not just a TV show from the ‘80s
We asked residents what they value most in their community. The most popular response was a “strong sense of family and friends.” Family Ties is not just a TV show from the 1980s; it’s an important piece of your city’s attraction and retention strategy.
We also asked residents what three things keep them in their community. The most popular response (64%) was the desire to stay close to family (see chart, above). Family-friendliness should not be underestimated as a strategy for retaining your city’s young professionals. Family-friendliness is not just a strategy for retaining YPs; it’s also a key strategy for bringing former residents back, as well as attracting new “transplants” to your city.
“I love the sense of community, neighbors that watch my house while I am on vacation. A sense of knowing that I am safe here and that if I start a family, my children will be safe.” (31-year-old white female, Homegrown of small Northeastern city)
“My favorite aspect is spending time with friends and family in a safe area that I have known all of my life. I have traveled all around the Untied States and this is the only place that I have found that feels like home.” (25-year-old white male, Transplant in large Southeastern city)
Will they stay or will they go?
Ultimately, the goal is to keep the YPs who already call your city home, and attract new YPs as well. Yet YPs are also your most mobile residents. Residents under 40 are more likely to leave their community than residents 40 and over: 20% of residents under 40 plan to leave within 4 years, compared to only 6% of residents 40-plus.
There are two sides to this finding: Your city is more likely to lose younger residents than older residents, but it’s also more likely to attract those younger residents who are looking for their Next City.
Next Actions for Next Cities
To attract and retain your city’s under-40 residents, start by focusing on affordability and family. Most cities aren’t affordable all-around, so focus on the amenities in your city that won’t break the bank, whether it’s housing, nightlife, or transportation. Or, if your city is known for its high cost of living, play up the high earning potential that comes with it.
Families are everywhere, from urban centers to rural hideaways. All cities can market family-friendliness to YPs, whether it’s low crime rates, great schools, family-friendly activities, or general “community-mindedness.” These amenities speak to YPs who are interested in starting their own families, or who are thinking of returning to their hometown after a stint abroad.
How else can your city become a Next City? Find out more about Next Cities here, where you can download the Next Cities FAQ and see which cities made the top 20 in your population category.
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