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• Manufacturing boosters believe reshoring factories could help the heartland compete with superstar cities.
• Economic opportunities have been concentrated in coastal cities, but heartland metros are gaining ground.
• Advanced manufacturing is already a significant sector in the heartland, driving innovation and economic growth.

Quick Brief

2-Minute Digest

Essential Context

For decades, economic opportunities in the U.S. have been heavily concentrated in superstar cities like San Francisco, New York, and Boston. However, there is a growing trend of talent and investment shifting towards heartland cities. Manufacturing boosters argue that bringing back manufacturing to these regions could be a key strategy to bridge the economic gap.

Core Players

• Heartland Forward – A policy think-and-do tank focused on advancing economic performance in the heartland.
• Richard Florida – Urbanist and researcher highlighting the shift in talent migration.
• Heartland cities – Metros like Austin, Texas; Nashville, Tennessee; and Minneapolis-St. Paul, Minnesota.

Key Numbers

• 10% – Share of economic output from advanced manufacturing in the 19 heartland states.
• 5.4% – Share of employment from advanced manufacturing in the heartland.
• Four heartland metros rank in the top 20 for college grads: Austin, Minneapolis-St. Paul, Nashville, and Chicago.

Full Depth

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The Catalyst

The recent exodus of top talent from coastal hubs to heartland cities has been driven by rising living costs and a demand for affordability and quality of life. This shift is transforming the geography of innovation and economic growth.

“The competition for top talent is shifting, and the heartland is seizing the moment,” said Ross DeVol, chairman and CEO of Heartland Forward.

Inside Forces

Advanced manufacturing has been growing faster in the heartland than in the rest of the country. This sector contributes significantly to the region’s strong export activity and economic output. However, productivity growth remains sluggish, indicating room for improvement.

Heartland cities are leveraging assets like research universities, natural amenities, and anchor institutions to attract talent and investment.

Power Dynamics

The heartland’s economic resurgence is partly due to the strategic investments in economic growth and quality of life. Cities like Austin, Texas, and Nashville, Tennessee, are becoming hubs for innovation and talent, challenging the dominance of coastal superstar cities.

Key stakeholders, including local governments and private investors, are working together to create favorable business environments and attract manufacturing jobs.

Outside Impact

The shift towards heartland cities has broader implications for the national economy. It could lead to a more balanced distribution of economic opportunities and reduce the economic disparities between regions.

However, there are also challenges, such as the need for significant investments in infrastructure and workforce development to support the growth of advanced manufacturing.

Future Forces

Looking ahead, the heartland’s ability to attract and retain talent will be crucial. Continued investments in research universities, infrastructure, and quality of life initiatives will be essential for sustaining economic growth.

Policies supporting advanced manufacturing, such as tax incentives and workforce training programs, will also play a critical role in the heartland’s economic future.

Data Points

• 2022: Talent migration trend from coastal hubs to heartland cities first identified.
• 2025: Heartland Forward report highlights accelerated talent migration and economic growth in heartland cities.
• 10% – Economic output share from advanced manufacturing in the heartland states.
• 5.4% – Employment share from advanced manufacturing in the heartland states.