Across Iowa and much of the Midwest, communities are asking a similar question. How do we attract and retain the people needed to support long-term economic growth?
That question was the driving force behind the “Count Me In” Cedar Valley Population Study, a year-long research effort commissioned by Grow Cedar Valley and conducted by Austin-based consulting firm CivicSol. The study examined demographic trends, workforce dynamics, housing conditions, and migration patterns within the Waterloo–Cedar Falls Metropolitan Statistical Area (MSA) to better understand the forces shaping the region’s future.
While the geographic scope focused on the MSA, the trends identified reflect challenges and opportunities facing communities across Iowa.
The goal of the Cedar Valley Population Study was not simply to analyze data, but to better understand where the region stands today and identify strategies that can support sustainable population growth in the years ahead.
What the Data Shows
Several key themes emerged from the study:
- Population growth has remained relatively flat. While new residents continue to move to the region, those gains are often offset by out-migration and natural demographic change.
- Workforce pressures are increasing. Projections suggest the working-age population could decline over time without intentional strategies to attract and retain talent. The Cedar Valley’s greatest out-migration occurs among residents ages 25–44.
- Housing availability influences growth. Access to attainable workforce housing plays an important role in whether individuals and families can relocate to or remain in a community.
- Quality of place matters. Increasingly, people choose where they want to live first and then seek employment opportunities in those communities.
These insights are not unique to the Cedar Valley. They reflect demographic trends many Iowa communities are navigating today. But data alone does not create change. The value of the study lies in how the region responds.
From Research to Implementation
Grow Cedar Valley is now partnering with the University of Northern Iowa’s Institute for Decision Making to translate the study’s findings into a five-year implementation plan.
A central component of that work will be the execution of several “Big Bets.” These Big Bets represent strategic initiatives with the greatest potential to influence population growth and long-term economic competitiveness.
Rather than pursuing dozens of disconnected efforts, the Big Bets approach focuses regional attention and resources on initiatives capable of producing meaningful impact. These priorities emerged through months of analysis, community workshops, and conversations with employers, educators, and community leaders.
The Big Bets broadly focus on several areas:
- Strengthening regional alignment so the Cedar Valley can compete and grow as one region.
- Modernizing the economy and supporting innovation in advanced and technology-driven industries.
- Creating stronger career pathways within key industries that encourage talent to stay in the region.
Population growth and talent attraction are complex challenges that no single organization can solve alone. Businesses, educational institutions, local governments, and community organizations all play a role in shaping communities where people want to build their lives.
The Big Bets approach is designed to bring those partners together around shared priorities and sustained collaboration.
Why This Matters Beyond the Cedar Valley
Although the study focuses on the Waterloo–Cedar Falls MSA, its implications extend well beyond those boundaries. Communities across Iowa face similar demographic realities like aging populations, workforce shortages, and increased competition for talent.
These trends influence economic growth, housing markets, community development, and the ability of businesses to expand.
By studying these dynamics in depth and sharing the findings openly, the Cedar Valley hopes to contribute to a broader conversation about how communities across the state can respond.
Population growth does not happen by accident. It reflects economic opportunity, housing availability, welcoming communities, and strong partnerships between employers, educators, and local leaders.
The “Count Me In” Cedar Valley Population Study provides a clearer understanding of these dynamics and a framework for moving forward.
For more information, visit www.growcedarvalley.com/about/count-me-in/
Katy Susong is President and CEO of Grow Cedar Valley.
