Iowa is at a crossroads. With its welcoming reputation and affordable living, our state has incredible potential to attract and retain talent, particularly international students and out-of-state professionals drawn to institutions like Iowa State University. Yet, despite these strengths, too many young people leave after a few years. Why? Because Iowa often feels like just a stopover, not a destination.
To change that, we need to move beyond the surface-level friendliness of “Iowa nice” and create communities where people feel genuinely connected, engaged and excited to stay. Here’s how we can make Iowa a place where young talents want to live, work and truly call home.
Moving beyond ‘Iowa nice’
“Iowa nice” is a great start—our friendliness is a point of pride. But for many international and BIPOC (Black, Indigenous and People of Color) residents, friendliness doesn’t always translate to true inclusivity. Subtle social barriers often prevent people from feeling fully accepted or heard.
Real inclusivity means more than being polite. It’s about actively creating spaces where diverse voices are valued, where people from all backgrounds can thrive, and where everyone feels they belong.
Communities that foster this kind of inclusivity not only help residents feel at home but also encourage them to stay, enriching Iowa’s cultural and social fabric.
Building a culturally rich and exciting community
One of the biggest reasons young professionals leave Iowa is simply “nothing to do.” Harsh winters and limited job opportunities play a role, but the lack of entertainment and cultural engagement is often the deal-breaker. If cities like Toronto, New York and Boston—with winters as brutal as ours—can attract and retain people, so can Iowa.
What’s missing isn’t better weather, it’s excitement. It’s the energy and opportunities that make a place enjoyable to live. Iowa doesn’t need an overnight transformation, but we do need to start somewhere. Imagine if 40 years from now, our children could say, “Iowa wasn’t always like this — our parents worked hard to make it what it is today.” The journey of a thousand miles begins with a single step.
Entertainment matters in busy 21st-century lives
This is post-COVID era, and people no longer have to live where they work. With 22 million Americans working fully remotely and 29% of full-time eFor young professionals, that choice often comes down to lifestyle. Vibrant nightlife, cultural events and community spaces aren’t just “nice-to-haves.” They’re essential ways to decompress from the pressures of modern life. An evening at a lively bar, a weekend food festival, or a regular lineup of concerts can make all the difference.
Iowa has affordability on its side, a huge draw for many. But affordability alone isn’t enough. By investing in entertainment and cultural opportunities, we can offer young people a balanced, enjoyable lifestyle. Recognizing our gaps — and addressing them — is the first step. Let’s accept that Iowa lacks these amenities and take action to build them.
The economic upside of retaining talent
Creating a more inclusive and exciting Iowa isn’t just good for our communities. It’s smart economics. Retaining diverse, educated residents strengthens our economy, even if they work remotely for out-of-state companies. Every graduate who stays adds to Iowa’s cultural richness, supports local businesses and contributes to economic growth.
When people see Iowa as a place where they can thrive, it reshapes our state’s reputation. This positive cycle attracts more young professionals and students, making Iowa a national contender — a welcoming, forward-thinking place to call home.
First step? Listening to the stakeholders
How do we know what changes to make? Simple: Ask the people we’re trying to keep. Surveys of out-of-state students and young professionals could provide insights into what they’re looking for, guiding investments that will transform central Iowa into a dynamic, fun place to live.
The question we should be asking isn’t “Why Iowa?” but rather “Why not Iowa?” Iowa has good potential to become a destination, not just a pit stop. Let’s open the conversation and brainstorm for building the Iowa of tomorrow, today.
Sadaf Mehrabi is a postdoctoral research associate in the Department of Civil, Construction and Environmental Engineering at Iowa State University.
