in population: Florida, Texas, North Carolina, Arizona, and Georgia. In terms of cities, regardless of
generation, the biggest winners were Seattle, Wash.; Nashville, Tenn.; and San Antonio, Texas. Generally, the big- gest losers were New York, N.Y.; Los Angeles, Calif.; and Portland, Ore. Of all U.S. cities, more people moved out of New York City than any other. According to the data, cities people
are moving to and from vary greatly by generation. For instance, Seattle returned to the top spot in 2022 for millennials, after falling to No. 115 in 2021, but not for Gen Z. Seattle wasn’t even in their top 10 cities. Gen Z is the only generation that
seems to be flocking to more well- known big cities, especially Washington, D.C. This leaves people wondering if DC is the new NYC for Gen Z. Also in Gen Z’s top 10: Chicago, Ill.; Boston, Mass.; New York, N.Y.; Philadelphia, Pa.; Los Angeles, Calif.; Tucson, Ariz.; Eugene, Ore.; and Columbia, S.C. Tracking with older generations,
millennials left major cities such as New York, Los Angeles, Philadelphia, and Las Vegas. In fact, while New
York was the top spot for millennials to move to in 2012, it was the top spot for millennials to move out of a mere 10 years later in 2022, for the second year in a row. Overall, in 2022 millennials tended
to move to tech-hub cities with thriv- ing arts communities. Seattle in the top spot, followed by Austin, Texas; Nashville, Tenn.; Charlotte, N.C.; and Denver, Colo. Summarizing migration data,
younger renters are moving into Seattle, Austin, Nashville, Charlotte, and Denver (millennials), as well as DC, Chicago, Boston, New York, Philadelphia, Los Angeles, Tucson, Eugene, and Columbia (Gen Z). That covers a lot of territory! Facilities in these locations will
find it especially important to remem- ber that younger renters are more likely to be: • Female • Racially diverse, par- ticularly Hispanic
• Living in rental properties • Living in urban areas These younger renters tend to:
• Use self-storage as an ex- tension of their homes
• Rent smaller units that cost less • Buy more merchandise and rent trucks more frequently
• Pay a premium for tech and sustainability
• Visit their units more frequently Both millennials and Gen Z
expect convenience, including short driving distances. They are willing to pay for technology and sustainability, and they are more demanding about the features and amenities they want. In general, everything they want
is likely to be in greater demand in the future, so making your facility attractive to younger renters posi- tions you well for generations of the future. This way you can meet the market where it is going, as future renters will all increasingly rely on high-tech solutions for every aspect of daily life.
Anne Mari DeCoster is a self-storage professional with over two decades experience in all aspects of development and operations, from concept to exit. She excels in strategic planning and specializes in the design, development, and delivery of new products, services, programs, and companies.
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