Journal of Business Strategy

Purpose – For the first time in 50 years, young people are coming back to cities. But what happens when they have children? Convention seems to dictate they move to the suburbs where they can find big houses, big yards and good schools. This paper aims to describe how CEOs for Cities and students from the Illinois Institute of Technology's Institute of Design took a fresh look at how cities can better serve families.

Design/methodology/approach – By studying the behavior of pioneering urban parents in Chicago, New York and Philadelphia, the research team uncovered ways they overcame obstacles to living in the city. Using these insights, they developed ways for urban leaders to leverage inherent city strengths in three key areas of safety, space and schools.

Findings – Pioneering urban parents showed the research team that a small shift in thinking could turn a city into a backyard bigger than any found behind a house, that busy streets create a feeling of safety, and that the vibrancy of cities is an important factor in education their children. Surprisingly, the research even uncovered suburban parent fears in isolating their children from the culture and diversity of urban areas.

Originality/value – There is a growing number of parents who want to raise families in cities. They are coming back, but slowly. Urban leaders have an opportunity to accelerate this new market of city dwellers using the natural assets their cities already possess.