Americans are still moving, but not always for the reasons you’d expect.
About 9% of the population relocates each year. That number has dipped over time, but people in the U.S. remain more mobile than almost anywhere else. What’s really changed isn’t how often people move—it’s why and where they’re going.
Big Cities Are Losing Their Grip
For a long time, the assumption was simple: if you wanted to attract ambitious workers, look to the biggest cities. But the latest data tells a different story.
According to Development Counsellors International’s annual survey:
- 41% of movers preferred suburbs
- 30% wanted rural locations
- 16% chose small metros
- Only 13% leaned toward large cities
It’s not retirees fueling this trend either. Between 2020 and 2023, 63% of rural and small metro counties gained residents aged 25 to 44. Translation: younger professionals are chasing affordability, safety, and space—not necessarily the “cool” factor of a downtown zip code.
What’s Really Driving Relocation
It’s easy to assume people move for culture or lifestyle, but most relocations are rooted in something more practical. The top motivators include:
- Cost of living and housing affordability
- Safety and crime rates
- Housing availability
- Commute times
- Healthcare access
- Proximity to family
Nightlife, arts, and “cool factor” barely register. Political or social alignment ranks at the very bottom.
What This Means for Employers
If your organization hires across markets, this shift matters. Candidates are still willing to move for the right opportunity—but they expect real support when they do. A lump sum check isn’t enough anymore. People want resources that help them feel confident about where they’re going and how they’ll build a life there.
That’s where UrbanBound comes in.
We help employers relocate talent with technology and support that align with today’s mobility trends:
- Custom relocation benefits that make moves affordable and flexible.
- Transparent local insights on housing, commuting, and safety.
- Community connections that help employees feel at home faster.
- Budget control and reporting tools that make HR’s job easier.
When organizations use UrbanBound, they’re not just moving an employee—they’re helping that employee settle into a place that makes sense for them and their family.
