New Report: The U.S. Talent Map is Shifting--and Heartland Cities Are on the Rise

New report by Richard Florida finds the talent migration trend, first identified in 2022, has accelerated—heartland cities are now driving U.S. innovation and economic growth

BENTONVILLE, Ark., Feb. 18, 2025 /PRNewswire/ -- A new report from Heartland Forward, a policy think-and-do tank focused on advancing economic performance in the middle of the country, leading urbanist Richard Florida and Karen King reveals a continued exodus of top talent from coastal hubs like San Francisco, New York and Boston, in favor of emerging heartland metros like Austin, Texas; Nashville, Tenn. and Minneapolis-St. Paul, Minn. The shift is transforming the geography of innovation, economic growth and workforce development—positioning the heartland as an increasingly powerful economic engine.

The report, "Heartland of Talent 2025," builds on its 2022 predecessor and suggests rising living costs and a demand for affordability and quality of life are fueling migration away from traditional tech centers. Together, these reports underscore the heartland's growing economic strength, as cities like Austin, Texas; Nashville, Tenn. and Minneapolis-St.Paul, Minn. continue to attract talent and investment at unprecedented rates.

"The competition for top talent is shifting, and the heartland is seizing the moment," said Ross DeVol, chairman and CEO of Heartland Forward. "The rise of remote work and continued investments in economic growth and quality of life have positioned the heartland as an emerging epicenter for the next generation of talent. We are committed to supporting these communities as they leverage this momentum, unlocking new opportunities and boosting their economies."

This report comes on the heels of Heartland Forward's Most Dynamic Metropolitans report, which found many of the nation's fastest-growing metro areas are in the heartland. The success of these metros is driven by AI investment, advanced manufacturing and workforce migration. However, continued investment in affordable high-speed internet is critical to sustaining this momentum, ensuring businesses and workers in emerging metros can fully participate in the digital economy.

"The heartland's ability to attract and grow a highly educated, creative workforce reflects its rising importance in the national economy," said Richard Florida, senior fellow at Heartland Forward and author of The Rise of the Creative Class and The New Urban Crisis. "By leveraging affordability, quality of life and investments in innovation, heartland metros are fast emerging as vibrant hubs of opportunity and growth."

Key Findings from the Report:

• Heartland metros like Austin, Texas; Minneapolis-St. Paul, Minn.; Nashville, Tenn. and Chicago, Ill. now rank among the top 20 large metros for college graduates.
• Smaller heartland metros and college towns like Ann Arbor, Mich.; Madison, Wis. and Columbia, Mo. lead the nation in concentrations of both college graduates and creative class professionals.
• Austin, Texas leads all large U.S. metros in the growth of college graduates between 2019 and 2023, followed by Indianapolis, Ind.; Grand Rapids, Mich.; Milwaukee, Wis.; Nashville, Tenn. and Dallas, Texas.
• Florence-Muscle Shoals, Ala. leads all small and medium-sized metros in creative class growth, followed by Tuscaloosa, Ala.; Lima, Ohio and Lawrence, Kan.
• The share of adults with college degrees in large heartland metros is catching up to the national average, showcasing their growing appeal to educated professionals.

The report ranks the top 20 large cities and top 20 small and medium cities by the share of adults who are college graduates and employed in knowledge-based professions from 2019-2023. While cities like San Francisco, New York and Boston remain talent leaders, heartland cities are quickly gaining ground and reshaping the economic map of the U.S.

One key factor fueling this shift is the expansion of affordable high-speed internet access, enabling remote work, entrepreneurship and economic mobility in previously underserved regions. Programs like Heartland Forward's telehealth initiative—training librarians in Oklahoma and Arkansas to help residents access virtual healthcare—illustrate how broadband investment is bridging critical gaps in services. Similarly, education and workforce programs across the heartland, like rootEd Arkansas, are ensuring students in rural areas can compete in the digital economy. Without continued support for high-speed internet expansion, many of these metros risk falling behind, limiting their ability to retain and attract talent.

Call to Action

As heartland metros continue to rise, policymakers, business leaders and economic developers must act to sustain this momentum. Local and federal investment in workforce training, broadband infrastructure and business-friendly policies will determine whether these cities can fully capitalize on this shift.

"The heartland has a once-in-a-generation opportunity to cement its place as a powerhouse for talent, innovation and economic growth," said DeVol. "The investments we make today will define the economic landscape for decades to come."

Access the full "Heartland of Talent 2025" report here for more details. For more information on Heartland Forward and its work to build thriving, resilient communities across the American heartland, please visit heartlandforward.org.

About Heartland Forward
Heartland Forward is a policy think-and-do tank dedicated to being a resource for states and local communities in the middle of the country. We do this by studying broad economic trends and building data-driven and community-tested partnerships, programs and policies to address the needs of the heartland – all while helping to change the narrative about the middle of the country and kick-starting economic growth.

SOURCE Heartland Forward