As more Baby Boomers retire and Millennials continue playing out their role in the U.S. economy, Generation Z is the next cohort in line to make headlines and bring change. The cohort’s digital fluency, the value they place on work/life balance and their keen sense of social responsibility all promise to shape the future of American cities in many ways. Whether they’re choosing a city for its job prospects, educational opportunities, or overall quality of life, their preferences will determine which cities get the most population and talent boost.
But, although the largest U.S. cities are often targeted by young professionals for the opportunities they entail, mid-sized population centers offer advantages that Gen Zers are keenly aware of — from shorter commutes to more affordability or lower barriers to entry for some career directions. With this in mind, we set out to rank the best U.S. cities with populations between 250,000 and 400,000 residents based on several Gen Z-friendly factors, such as employment opportunities for fresh graduates, affordability and green spaces. In doing so, we found that up-and-coming bastions of urban renewal in the Midwest are mostly competing with sunny locations in the South when it comes to attracting Gen Zers.
Madison, Wis., Shines as #1 Mid-Sized City for Gen Zers; Pittsburgh & Cincinnati Complete Podium
#1 – Madison, Wis.
Madison, Wis., is a top contender when it comes to the best mid-sized cities for Generation Z, ranking first with an impressive 73.5 points overall. With a population of around 273,000, Madison offers picturesque lakes, scenic hiking trails and a vibrant cultural scene, but it's also a powerhouse of educational opportunities and environmental initiatives. However, Madison’s best score came from its notable adult Gen Z population of 15.6%, which reflects the city's strong appeal to younger residents. This is no surprise given that the University of Wisconsin-Madison — one of the nation’s top public universities — is located here. Adjacently, Madison also boasts a Gen Z educational enrollment rate of 64.6% — the second-highest on the entire list.
To top it off, Madison offers robust job prospects for graduates with opportunities in sectors ranging from biotechnology to information technology. Moreover, Madison ranked fifth for green commuting with 16.3% of commutes being carried out through eco-friendly transportation options, like biking or public transit. In short, Madison is a well-rounded option for Gen Zers, securing its place at the top of the standings.
#2 – Pittsburgh
In the Northeast, Pittsburgh is a city that seamlessly blends its rich manufacturing heritage with a forward-thinking urban environment, making it the runner-up in our ranking of best mid-sized Gen Z magnets. Here, Pittsburgh is attracting young professionals and students alike, resulting in a 10.9% share of the population occupied by young people aged 20 to 25 and ensuring a rich community for those relocating here.
What’s more, universities like Carnegie Mellon and the University of Pittsburgh contribute to the city’s impressive Gen Z educational enrollment rate of 69.6% — the best showing on the list — but also drive innovation and research, particularly in fields like robotics, health care, and artificial intelligence. And, if you’re looking for fun after you’re done studying, Pittsburgh also has the second-most recreational establishments on the list with a vibrant cultural scene that includes the Andy Warhol Museum and numerous music venues. At the same time, the city also boasts the largest share of green commutes (21.5%) among all mid-sized cities that made our list. Clearly, the combination of strong educational offerings, job opportunities in emerging industries and a rich cultural environment makes Pittsburgh a top choice for Gen Z.
#3 – Cincinnati
Cincinnati offers an attractive mix of affordability and opportunity, making it a prime destination for Generation Z. In this case, the city evidenced itself as a strong all-arounder with above-average scores across several categories, such as affordability, unemployment, availability of jobs for recent graduates and more. In fact, Cincinnati’s job market is boosted by the presence of major corporations, like Procter & Gamble; Kroger; and Fifth Third Bank.
Beyond economic advantages, the city is also rich in cultural and recreational offerings with top cultural areas like Northside and the Over-the-Rhine district. As such, the city provides Gen Zers with great career opportunities paired with unique experiences at comparatively lower prices than what a larger city might entail.
#4 – Lincoln, Neb.
Staying in the Midwest, Lincoln is a city on the rise, particularly for younger residents. Specifically, the city’s growing appeal to the younger generation is evident through its adult Gen Z population of 12.4%, which is the third-highest out of all 42 cities in our chosen population group.
Opportunity abounds in Lincoln as the city boasts a diverse economy with a strong emphasis on technology, health care and education. These industries and more provide ample job opportunities for fresh graduates of the University of Nebraska – Lincoln or another of the city’s universities. In fact, Lincoln boasts an educational enrollment of 53.2% for young people aged 20 to 24, which is the fifth-highest on the list and higher than locations such as Durham, N.C., or St. Paul, Minn. As an added bonus, the city is also remarkably affordable with a regional price parity of 92 — 8% below the national average.
#5 – Lubbock, Texas
The economic and cultural anchor of the South Plains, Lubbock, Texas, is a strong contender for Gen Zers looking for a lower-density town with a strong community spirit. And, community is just what Zoomers will find here as 14.3% of residents are aged 20 to 24 (a percentage only surpassed by Madison nationwide in that regard). Texas Tech University certainly contributes to that vibrant youth community, while also driving Lubbock to a respectable 52.2% school enrollment among adult-age Gen Zers.
Granted, sectors like health care, energy, and even agriculture have historically driven employment here, but young professionals will be glad to learn that technology and manufacturing are also securing a foothold in the city, thereby boosting prospects for graduates of Texas Tech and more. Plus, despite the city’s lower score for its high internet cost relative to other entries on the list, the overall cost of living here is advantageous: At 91.8, it’s the fourth-lowest among all mid-sized cities in the nation.
#6 – Cleveland
Like many other Midwestern contenders on the list, Cleveland is a city that combines industrial legacy with modern innovation. Accordingly, the city’s best score came from its high availability of jobs for recent graduates, which we defined as jobs requiring higher education and advanced, trade-specific skills, but no more than four years of experience. Almost 30% of jobs in Cleveland fit that definition, making for one of the best showings on the list in that regard. Local giants — like the Cleveland Clinic — drive employment in health care, while advanced manufacturing and financial services also contribute to employment opportunities in the area.
Cleveland also fared well in categories like affordability, entertainment venues, and internet price, although it was barred from a top-five showing by its low park density, Gen Z population density and educational enrollment.
#7 – Buffalo, N.Y.
Another Rust Belt city turned successful revitalization story, Buffalo is another strong all-arounder. First, a cost-of-living index 6% below the national average provided the upstate New York entry with most of its points, and its 1,133 recreational establishments and the high number of parks per capita also contributed to its strong finish.
Beyond that, Buffalo’s transformation from a manufacturing center into a growing economic hub means that graduates of the University at Buffalo, Canisius College, and Buffalo State College can find employment in fields like tech and sustainable energy. Furthermore, urban renewal efforts in the city’s downtown go hand in hand with its rich cultural scene, encompassing a variety of music venues, art galleries, theaters and museums.
#8 – Durham, N.C.
Durham’s status as a magnet for young people is primarily a result of its location in the Carolina Research Triangle — a powerhouse of education and innovation. Durham itself is home to prestigious institutions like Duke University and North Carolina Central University, which attract Zoomers looking for a quality education while also contributing to the city’s adult Gen Z school enrollment rate of 50.6%.
As is to be expected for an area so rich in research universities, fields driving young professional employment include tech, health care and life sciences, with major employers like IBM, GlaxoSmithKline and Duke University Health System. This translates into a share of jobs for recent graduates of 30.3% — the best showing in that metric among all mid-sized cities in our analysis. So, for future-oriented Zoomers in the Carolinas and beyond, Durham is an option worth paying attention to, whether it’s for university applications or job-hunting.
#9 – Greensboro, N.C.
Just 50 miles west on the I-40, Greensboro ranked as the ninth-best mid-sized city for Gen Zers and North Carolina’s second-best entry. As a matter of fact, Greensboro’s scores paint it as the perfect location for members of Generation Z looking to get away from the bustle of large cities, while also keeping living expenses low.
Notably, with 17.8 parks per 100,000 residents — including the 425-acre Greensboro Country Park, Hagan-Stone Park and more — Greensboro boasts the largest number of parks per capita by far out of all mid-sized U.S. cities. Besides leisure, the city also offers a regional price parity on the lower end of the spectrum for cities in its population group, in addition to a great showing in Gen Z education enrollment of 52.6% to rank above Durham’s showing of 50.6% in that regard.
#10 – Lexington, Ky.
Lexington combines a rich historical background with modern urban amenities, making it a city where tradition meets innovation. Historically known for its horse farms, race courses and manufacturing, the city also benefits from a growing technology sector with strong presences from Xerox, IBM and Lockheed-Martin. Consequently, 28% of job postings in Lexington are fresh graduate-friendly.
Of course, Generation Z isn’t just looking for a place to work, but also for entertainment and valuable experiences. Accordingly, Lexington offers a share of adult Gen Zers of 10.5%, marking the sixth-best showing in that metric among all mid-sized cities. Beyond that, Zoomers choosing to settle down here can experience the best that the Bluegrass region has to offer, from a closely knit community to unique music festivals and the area’s famous bourbon distilleries.
#11 – Wichita, Kan.
Wichita’s economy is deeply rooted in the aviation industry with a long history that drives employment to this day. Namely, aviation manufacturers like Airbus and Learjet operate here, in addition to local names (like Spirit AeroSystems and Textron Aviation), which contributes to a share of just under 30% of graduate-friendly jobs in the city — one of the best showings on the list. In addition to that, more frugal members of Generation Z will appreciate that Wichita has a regional price parity of 89.2% of the national average, making it the highest-scoring mid-sized city in that regard.
#12 – New Orleans
If you’re a Zoomer looking for a city with a unique history and vibrant blend of French and Spanish influences, New Orleans offers just that — and more. While the city scored lower in Gen Z share, unemployment, and parks per capita, it more than made up for that with great school enrollment (53.6%), as well as a large number of art galleries, sports venues, bars, restaurants and other entertainment establishments (1,418). And, like all other high-ranking cities on our list, New Orleans also won out in affordability with a regional price parity below the national average. So, for Gen Zers looking for a vibrant city full of new experiences and educational opportunities, New Orleans may be just the right fit.
#13 – Toledo, Ohio
Toledo’s long history as a manufacturing hub may not make it the most obvious candidate among mid-sized locations attracting young talent and recent graduates. Yet, with a booming health care sector with providers like ProMedica and Mercy Health, as well as strong energy and financial sectors, Gen Zers choosing this Rust Belt location on the rise as their new home have several options when it comes to employment. And, that’s on top of the city’s traditional automotive manufacturing roots with operations from GM and Fiat Chrysler. Plus, with good showings in Gen Z educational enrollment, jobs for recent graduates, affordability and average internet cost, Toledo offers several advantages for young people looking to settle down here.
#14 – Tampa, Fla.
Tampa’s population is rapidly growing as new residents move here looking for sunny weather and a vibrant lifestyle. However, in the case of Zoomers looking to make Tampa their home, the city’s strongest suits are its job opportunities and fun factor. To be precise, 29.2% of Tampa jobs are suitable for fresh graduates, and the city also hosts almost 1,600 recreational establishments, ranking sixth and fourth, respectively, among all cities on the list for those metrics. Here, health care is a major factor in providing fresh college graduates in Tampa with great careers, though tech is also well-represented through companies like ConnectWise, a business management software provider based in the city. In short, if you work hard, play hard and love spending time in the sun, Tampa is a strong contender among mid-sized locations in the U.S. for Gen Zers.
#15 – St. Paul, Minn.
The Twin Cities stand out as one of the most culturally vibrant areas of the Midwest, particularly for youth culture and everything it entails. And, St. Paul encapsulates this unique atmosphere by offering a wide range of things to do with as many as 1,433 recreational establishments (like entertainment venues, eateries and art galleries) — a figure rivaling those in New Orleans or St. Louis. Beyond entertainment and community spirit, St. Paul also provides valuable employment opportunities with a share of recent graduate-friendly jobs of 28.1%. That said, the trade-off comes with a relatively high regional price parity of 102.9, which is the highest average cost of living in the top 20.
#16 – St. Louis
The Gateway to the West offers plenty for tourists and young people looking for a quality education. From the iconic Gateway Arch, the expansive Forest Park and the Missouri Botanical Garden to major educational institutions like Washington University and St. Louis University, young people have lots to do, see and learn here. At the same time, Generation Zers are enticed to stay in St. Louis even after finishing college thanks to a good share of jobs for recent graduates and great quality of life with a below-average cost. So, for those who appreciate a city with a mix of historical charm and modern amenities, St. Louis is a gateway to opportunities for Generation Z.
#17 – Winston-Salem, N.C.
Winston-Salem is the smallest city to make our mid-sized population cutoff of 250,000, being home to just more than 251,000 residents. Even so, like its fellow North Carolina entries, Winston-Salem stands out with a unique university culture resulting from a high concentration of universities and colleges. In particular, institutions like Wake Forest University and the University of North Carolina School of the Arts contribute to the city’s innovative spirit and vibrant youth culture, while also driving up educational enrollment for Gen Zers aged 20 to 24. On top of that, Winston-Salem is also the state’s most affordable entry with a regional price parity of 92.4.
#18 – St. Petersburg, Fla.
The second Florida entry to make the list across the bay from Tampa, St. Petersburg offers young people a familiar mix of great beaches and natural sights alongside great future prospects. Here, the local economy relies on industries such as the financial sector — especially investment and financial services giant Raymond James — as well as tech, health care and advanced manufacturing. This diverse landscape contributes to a share of jobs for recent graduates of 29.2%, which equals Tampa’s showing and outpaces Orlando’s 25.9%. At the same time, it’s worth noting that Gen Zers aged 20 to 24 only make up 6.1% of St. Petersburg’s population. That’s one of the weakest showings among all cities on the list, although it may improve if the city continues providing quality employment and entertainment for young people looking for a place to settle down.
#19 – Orlando, FL
Without a doubt, Orlando is one of the entertainment capitals of the world. Granted, much of the city’s fame when it comes to having fun relies on the energy of young people, and the city’s bustling downtown with its festivals and vibrant nightlife stand as testament to that. It comes as no surprise, then, that Orlando has the most entertainment venues, by far, among all mid-sized cities at more than 2,260 — far ahead of Pittsburgh’s 1,674 and Cincinnati’s 1,610. It’s not all fun and games here, though. Orlando also enjoys a diverse economy encompassing fields like entertainment, tech, education and more, and its regional price parity of 100.4 indicates that prices are nearly on par with the national average.
#20 – Fort Wayne, Ind.
Closing out the top 20, Fort Wayne made the list thanks to good showings in most metrics to stand out as a good overall option among its fellow mid-sized cities. About 7.6% of the city’s 267,000 residents are aged 20 to 24, meaning that young people attending one of Fort Wayne’s universities — like Indiana University, Purdue University Fort Wayne and Ivy Tech, to name a few — can become part of a robust community of like-minded individuals. Finally, like many other Midwestern entries on our list, Fort Wayne is also affordable compared to the national average, and its good showings in metrics like jobs for recent graduates, unemployment and internet cost also make it an option certainly worth considering.
Methodology
We ranked the largest U.S. cities with populations ranging between 250,000 and 400,000 in which data was available for all metrics. Metrics were selected based on their potential to provide Gen Zers with career opportunities and quality of life. The population cutoff was chosen to result in a selection of mid- to large-sized cities with ample opportunities for education, employment and entertainment. Metrics were then assigned a weight based on their importance in determining the overall attractiveness of a city for Gen Zers. The base categories, underlying metrics and their weights in the final score were as follows:
Gen Z Economic Indicators:
- Cost of Living – the composite index showing cost of living, which is expressed as a number higher or lower than 100. Numbers higher than 100 represent living costs above the national averages, while numbers below 100 represent living costs below the national average (15% of the total index) – Source: C2ER Cost of Living Report 2023
- Jobs for Recent Graduates – Share of employed population currently working in a job requiring a bachelor’s degree, associate’s degree, or vocational training, as well as a considerable amount of work-related skill and knowledge, but no more than four years’ experience (15% of the total index) – Source: BLS 2022. As data for this metric is only available at a metro level, it was mapped to each city based on the metro it is part of.
- Unemployment rate within the local population in 2023 (5% of the total index) – Source: Bureau of Labor Statistics’ LAU report
Share of Gen Z Residents: The percentage of the population aged 20 to 24 in each city in 2022 (15% of the total index). Census provides population data in age groups spanning five years each. The age range was chosen so as to be illustrative of a city's population of adult Generation Z members as a community while not overlapping with other age groups. – Source: U.S. Census Bureau
Gen Z School Enrollment: The percentage of the population aged 20 to 24 enrolled in a form of education as of 2022 (15% of the total index) – Source: U.S. Census Bureau
Internet Cost: The price of internet with connection speeds of at least 60 Mbps by city (10% of the total index) – Source: Numbeo
Things to Do: The number of establishments for recreation, arts, and sports, including performing arts; spectator sports; museums; historical sites; amusement parks and arcades; other amusement and recreation; drinking places (bars); restaurants; and other places to eat (10% of the total index) – Source: Census Business Patterns 2020 of the U.S. Census Bureau
Green Category:
- Green Commuting – The combined percentage of public transportation, walking and cycling as a means to travel to work for each city in 2022 (5% of the total index) – Source: U.S. Census Bureau
- Number of parks per 10,000 residents (5% of the total index) – Source: TPL
