Community Attachment Research Is a Game Changer

Some recent community attachment research is proving that our instincts about what actually builds loyalty to your particular city is right on target.It may be that much of the work that neighborhood associations and community development corporations have been doing may be misdirected.  Let's explore this interesting opportunity to do community work more effectively.

Economic development, community development, and elected officials need to take a fresh look at how their community stacks up on the factors that keep residents loyal to your particular place.

Safety and jobs were less important to resident perception than you might think.

You might believe it doesn't matter too much whether or not people form an emotional bond to the community, in a mobile society such as the U.S. or a planned economy such as China.

However, when you consider the degree to which technology allows more and more people to work anywhere, it really does matter whether your residents are emotionally involved with the community.



As those involved in economic development frequently observe, keeping your most talented young people in your community, or in the city where they attend college, can be very important to economic development success, as well as creative richness.

But surprisingly, the factors related to community attachment aren't too different from one age group to another.

The Knight Foundation teamed up with a leading research organization, Gallup, to study what makes people want to stay in the community and how sad they would feel if they had to leave.

The study (known as the Soul of the Community Survey) took place over a three year period in 26 U.S. cities where Knight owns newspapers. To be sure, that may skew the results in ways we can't know; the cities aren't evenly distributed over the country.

But since this aligns well with the intuition and experience of the editors of this website, we tend to think the results are worth paying attention to.


Why People Love Their Communities and Want to Stay

So, drum roll, please: the highest correlation among the characteristics studied with community attachment is social offerings! This was true in every single American city, whether large or medium size. Social offerings were defined to people answering the survey as vibrant nightlife, availability of the arts and culture, social community events, places to meet each other, and the feeling that people in the community care.

Next most important was what the researchers called openness. The researchers on community attachment defined openness as the community being welcoming and seen as good for older people, minorities, families with young children, gay and lesbian people, young talented college graduates looking for work, immigrants, and young adults without children.

Another surprise to some is that aesthetics rounds out the top three reasons people are attached to their particular city and would hate to leave. This was defined to mean the physical beauty of the place and the availability of parks and open space.


How to Take Advantage of the Community Attachment Data

Looking at this from the standpoint of how to give you folks good advice, we decided that you are able to influence all of these characteristics significantly.

You can influence nightlife and places for people to meet, such as coffee houses and lower-cost restaurants, through good old-fashioned entrepreneurship support.

Places for people to meet of course can be public places too, such as the library and schools. Your "third places," which is a current buzz word for somewhere that is not home and not work, certainly can and should include community organizations, places of worship, recreation centers or gyms or spas, and the outdoors.

In small towns, you might need to make sure the third places are adequately supported. If the church buildings routinely aren't opened up for other community functions, talk to their leaders about how they could contribute to this good work.

You can influence community openness to diversity only through working with citizen attitudes.

Tolerance is important for a whole variety of reasons. For example, we are beginning to understand the relationship of bullying and allowing kids to be taunted to crime prevention and teen suicide prevention.

In addition to working with moderate religious leaders, who are available to almost every community, there are several good programs and organizations that can help in this area. We'll mention A World of Difference anti-bias education program if you think you need some help in this area. Everyday Democracy also sponsors many good projects about racism and other hindrances to a truly diverse society.

There are many others, including anti-bullying programs.

Note that improving openness is a free or low-cost proposition, although attitude change is really hard work. You may think this is far afield for a community development website, but given that the loyalty to your community is at stake, we think this goes right to the heart of the issue. Bright young adults especially are fed up with all kinds of prejudice.

The third category, community beauty, is intriguing because natural beauty is beyond your control, but good urban design, man-made beauty, and whether or not you preserve your scenic vistas is subject to policy decisions.

There are exceptions. Some of you might be able to take down some obnoxious billboard that's blocking your view of the most beautiful sunset anywhere.

Some of you may need to restore forests that used to surround the town, or take better care of the urban forest.

Natural disasters may devastate your natural beauty for a time. But by and large, you simply need to take good care of it. Some of you have mountains, the ocean, pure lakes, clean skies, and red rock, and some of you don’t.

But everywhere the beauty or ugliness of the built environment is reflected in the degree of community attachment. That's why it's essential to get urban design principles into the discussion if you want to raise the community attachment level, keeping your talented young workforce around.

The other major element under your control is your parks and open space. You can gradually find spaces for new parks, or preserve the open space that's already available at the edge of town through preventing urban sprawl.

Many communities feel threatened by a lack of funding for park maintenance, but this research shows the impact of parks on customer satisfaction in the form of community loyalty.

Clean-up events of all types are good ways to improve the aesthetics of town without costing too much money. In keeping with the open space theme, you could start with cleaning up your neighborhood park.


Community Attachment by the Numbers

For those of you who would like to see the numbers, below are the correlations between community attachment and the various community attributes that were studied.

Research studies often show a correlation between two characteristics. A perfect correlation would be 1.0. This means, for example, that everyone with a Yes answer on question 1 has a No answer on question 2. So a 1.0 correlation would be very rare indeed. Indeed, anything more than .2 or so is considered important, depending on the person doing the evaluation and the subject matter.

I grouped them into high, medium, and low, although only the lowest one (civic involvement) is so low as to be possibly due to research design or errors in the study.

Highest Relationship to Community Loyalty:

  • Social offerings (.54)

  • Openness (.50)

  • Aesthetics (.49)

  • Education (.47)

Isn't that interesting if you are a member of a city council or a mayor? Are these the things you spend your time on? With the exception of maybe trying to wipe out some negative aesthetic factors, probably not at all.

Medium correlation to emotional attachment to the community:

  • Basic services (.42)

  • Leadership (.39)

  • Economy(.36)

Lowest relationship to bonding with a community:

  • Safety (.23)

  • Social capital (.15)

  • Civic involvement (.04)

I can hear you saying "what?" in some places with high crime right now. But this finding held true just about regardless of where people were. People will put up with a lot if the positives are strong enough!

Demographics (population characteristics) didn't appear to drive how much people loved their communities.

Attachment did increase a bit as income and age were higher. This is compatible with recent trends in voting behavior, for example, where higher income and older people are more apt to participate.

In another interesting lesson for leaders, the most attached people were those who had lived in the community between three and five years, but the least bonded are those who have lived there two years or less.

This suggests that you need to engage newcomers quickly, keep them involved in something for up to three years, and then they really will be your boosters and your volunteers.

Those of you who need to build population should really take note of this, and build some kind of a fun monthly dinner or picnic club for newcomers with an eligibility span of almost three years before people are launched out into a variety of other community activities.

The full community attachment report may be studied or downloaded through this link. It's quite readable and could result in refocusing your economic development incentives and how you prioritize opportunities to socialize. New research is sure to follow.

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