What Makes a City Magnetic? Gensler’s City Pulse Survey Reveals Key Insights

Welcome to Research by Gensler, a data-inspired newsletter from the Gensler Research Institute about design, work, and the future of cities.

What makes a city magnetic? What are the key factors — both emotional and intangible — that draw people to cities, and why do they choose to stay?  

Our research found that the factors that attract people to a city differ from those that motivate them to stay. 

• People move to new cities in search of security — both financial and physical. 
• People stay in their city for meaningful experiences and emotional connection. 

Gensler’s City Pulse 2025: The Magnetic City presents findings from a global survey of 33,000 residents across 65 cities in 29 countries. In an era defined by demographic shifts, climate change, and economic uncertainty, understanding what makes cities magnets for new and existing residents is critical to long-term urban success. This report offers actionable insights for policymakers, developers, and civic leaders navigating the future of urban life. 

Where are people going?

• A majority of respondents say their ideal next home would be in a city smaller than where they currently live. In the U.S., new residents are gravitating toward smaller or mid-sized cities — especially those in the rapidly growing Sun Belt region, such as Tampa and Raleigh. 
• Nearly 1 in 10 urban residents plan to move within the next year. Respondents in Africa and North America are most likely to move. 

What draws people to cities?

• Respondents prioritize cities that provide security for their financial and personal well-being. 
• Quality of local schools is a primary factor in city selection for families with children, while job opportunities are the primary driver for young professionals.
• More affordable cities attract higher percentages of new residents. 

Why do people choose to stay in their city?

• The longer people live in a city, the less likely they are to leave — driven in large part by deepening feelings of pride and belonging. 
• Vibrancy and urban attractiveness are the strongest drivers of why people choose to stay in their city. 
• Despite enjoying their cities, nearly 1/4 of all respondents believe they will need to move in the next five years because of environmental issues. 

Design for attraction. Build for belonging. 

Cities must become magnets for diverse populations at every life stage, from young professionals to established adults, families with children, and older adults.  

To attract new residents and retain existing ones, cities need to invest in these qualities of good urbanism to create emotional connections and vibrant experiences that instill civic pride and belonging, where people feel at home. 

Every city is different. But every city can be magnetic. 

More stats and stories you need to know. 

• Discover the key factors drawing people to cities and compelling them to stay. 
• Explore the 20 cities attracting the most new residents.
• Download the 2025 City Pulse report. 

Written by Sofia Song, Global Cities Lead, Gensler 

Join the conversation. What do you love most about your city? What would make you enjoy your city living experience more? How has your city changed over the course of your residence?

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