The Psychology Driving the Great Urban Migration

Nathan Norris explores what planners need to know about the trends driving Generation Y's quest for urban living and America's evolving housing market.

1 minute read

April 10, 2012, 11:00 AM PDT

By Hazel Borys


We've been surrounded with buzz over the last week regarding the decline of the suburb and the ascendency of cities. Norris looks at the motivators driving Generation Y's "Great Migration" back to the cities in search of adventure, convenience, freedom and connectedness. As planners gear up to design for new market dynamics, Norris describes Generation Y's inspiration:

"While the answer is complex, it comes into focus when you contrast the childhood lifestyle of Generation Y with the childhood lifestyle of previous generations. Like those before them, Generation Y currently finds themselves attracted to things they did not have growing up. Four that stand out are: 1. Safety to Adventure; 2. Isolated to Connected; 3. Inconvenient to Convenient; 4. Car Dependent to Car Independent."

With a little help from Boomers, gas prices, and need for higher Return-on-Investment to governments, serious change agents are reshaping markets while supply scrambles to catch up.

Thanks to Hazel Borys

Monday, April 9, 2012 in PlaceShakers

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Get top-rated, practical training

Close-up of "Apartment for rent" sign in red text on black background in front of blurred building

Trump Administration Could Effectively End Housing Voucher Program

Federal officials are eyeing major cuts to the Section 8 program that helps millions of low-income households pay rent.

April 21, 2025 - Housing Wire

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

April 23, 2025 - Diana Ionescu

Ken Jennings stands in front of Snohomish County Community Transit bus.

Ken Jennings Launches Transit Web Series

The Jeopardy champ wants you to ride public transit.

April 20, 2025 - Streetsblog USA

Intersection in downtown Sacramento, California with neoclassical building with columns on left.

Sacramento Plans ‘Quick-Build’ Road Safety Projects

The city wants to accelerate small-scale safety improvements that use low-cost equipment to make an impact at dangerous intersections.

30 minutes ago - The Sacramento Bee

Wide roadway in Austin, Texas at night.

How Project Connect Would Change ‘The Drag’

A popular — and sometimes deadly — Austin road will exchange car lanes for light rail.

1 hour ago - The Daily Texan

Google Street View of wide roadway flanked by green trees in Milwaukee, Wisconsin.

Milwaukee Road to Get Complete Streets Upgrades

The city will reduce vehicle lanes and build a protected multi-use trail including bioswales and other water retention features on its ‘secret highway.’

2 hours ago - Urban Milwaukee