Background

Recent research shows that Michigan is losing its young and talented population. A
2006 survey performed by Yankelovich for CEO’s for Cites, found that two-thirds of college graduates, ages 25-34, look for a place to live first before finding a job. Furthermore, work done by Zimmerman/Volk Associates, a residential market analysis consulting firm, has found many of these people to be single, prefer renting to buying and prefer communities that add to their quality of life through cultural, social and entertainment offerings; where walking is encouraged and various transportation opportunities are readily available. 

Across the country, cities, regions and states are attracting this new generation of workers.  Cities like Portland, Kansas City, St. Louis, Chicago, Denver, Birmingham and Baltimore contain far greater percentages of younger singles and couples than Grand Rapids (24%) or Detroit (12%).

Work done by Michigan Future Inc. found that attracting and retaining a talented workforce is a top priority when attempting to compete for new economy jobs.  Data from the report “A New Agenda for a New Michigan” found that those regions across the country that draw highly skilled, high paying jobs were regions where a strong economy existed. 

Local officials need to know who their target audience is.  82 million baby boomers (1946-1964) and 78 million millenials (1977-1996), make up the two largest segments of our population today.  Married couples with children represent 25 percent of all households and traditional one-worker families are less than 15 percent of all households.  Once, Michigan used to boast it had one of the highest homeownership rates in the country.  But now, local officials must know who their target audience.  Communities must encourage housing and unit type variety, preserve the historic built environment and support walkable mixed-used housing.  Understanding the likes and dislikes of the two largest segments in the population will go a long way to helping local officials design communities for the 21st century that will help to attract and retain the new generation for the new economy.