What Folks Think of Houston

From the Houston Chronicle:

"Houston appears neither among the 20 cities young college-educated workers would most likely consider as a home, nor among the 20 where they'd least like to live. New York and Los Angeles, by contrast, appear high on both lists, indicating people have strong opinions about the nation's two largest cities.

"Houston is invisible," said Stephen Klineberg, the Rice University sociology professor who directs the annual Houston Area Survey of local attitudes and demographic traits. "People don't know about Houston. They don't think of Houston."

Nationally, the survey's most striking finding was that 64 percent of college-educated people ages 25 to 34 said they would first decide where they wanted to live, then look for a job in that area. This is a reversal from previous generations that tended to seek the best job they could find and considered location secondary.

"Every economic development strategy over the last 30 years has been built on the idea that if we attract jobs, we attract people," Coletta said.

The survey reinforces an idea that Houston's business and political leaders have embraced in recent years: In a knowledge-based economy, the cities that thrive will be those that offer the lifestyle qualities that are important to young, well-educated workers."

Don's Take: These issues are common to many cities. Houston is not alone. Branding can help--some, but don't over-rely on it. Young people first and foremost want a chance to give shape to a city. They want to feel a part of it. Go with that!