Johnson County already has something many places wish for: a strong flow of young people. With a top-tier university, respected schools, and innovative employers, our region naturally draws students, early-career professionals, and future leaders. As a UNESCO City of Literature, strong history of innovation in arts, culture, medicine, law, and other “firsts” – the greater Iowa City area punches above its weight in reasons to move here.
But too often, they don’t stay. Recent data shows Iowa is losing young adults at one of the highest rates in the country. These are the people we need to keep if we want to grow as a region. Right now, too many are heading elsewhere.
The good news? We’re already bringing people here. The next step is helping them connect, find opportunity, and stay.
We’re Starting from Strength
Young adults raised in the greater Iowa City region rank among the top in future income. And in Johnson County, we’re attracting young talent from across the country and the world as well. To build on that strength, we need to invest in the full education pipeline: starting in early childhood.
Good schools attract families. Great schools build communities where people want to stay. Universities and technical schools that meet the needs of today’s students, communities, and employers are key. Retaining young people takes more than welcoming them. It means helping them see how their future fits here after school is done. That work belongs to all of us, our schools, employers, cities, leaders, and residents.
1) Build a Livable Region and Help Retain Talent
When young people can see where they’re headed, they’re more likely to stay. Strong partnerships between secondary schools, colleges, technical schools, and local employers help make career options visible, practical, and appealing. Not every young person will take the same route. Some pursue college. Others find success through skilled trades, healthcare, education, IT, logistics, innovative medtech, or the arts. We need strong education systems, training, certifications, and internships to match our region’s growing industries, and the flexibility to support them. The groundwork for programs and partnerships have already started in our community with the award-winning Student Build program.
2) Create Clear Pathways and Support Many Career Paths
People are more likely to stay or return when everyday life works. That means accessible housing, affordable childcare, reliable transit, and community spaces that foster connection. No single group can solve these alone. It takes regional coordination and shared investment. Businesses across the region can help young professionals build roots, and that includes offering growth opportunities, mentorship, and workplace cultures that are collaborative, respectful, and future-oriented. Young professionals want to feel they belong, and that they matter. They choose communities based on decisions with their signature pragmatism.
Make Temporary Feel Permanent
Students often come to our community for a degree, a job, or a season of life. They’re more likely to stay when they feel part of the place. We need to do more than welcome people. We need to invite them in. If we help young people build real relationships through work, neighborhood life, and community involvement, temporary residents can become long-term contributors.
As many young Iowans have said, it’s not just about economics. It’s about values, safety, connection, and whether a place reflects who they are and what they care about. That’s something every community can work on, together.
What’s Next
Keeping talent local doesn’t happen by accident. It happens when we work together. We need to invest in education, support all career paths, listen to those making stay-or-go decisions, and make sure our region reflects what they’re looking for. This is true whether that’s opportunity, affordability, connection, or simply a place that feels like home.
The potential is already here. We know how to draw people in. Now let’s make it easier for them to stay.
Want to help shape a region where more people choose to live, work, and grow? Join us. Visit Greater Iowa City, Inc. or connect with us on LinkedIn.
