Why no one wants to leave San Diego
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San Diegans love living in their city more than most across the country — and they don't want to leave.
Why it matters: New data suggests the high housing prices and "sunshine tax" we pay to call San Diego home are clearly worth it.
Driving the news: About 76% San Diego residents say they're either "very satisfied" or "satisfied" with the city, per a newly released survey by the Gensler Research Institute.
- That's the second-highest share among major U.S. cities.
- The survey also found less than a third of our young adults are looking to move — one of the lowest shares nationally.
Between the lines: "Satisfaction" is broad, but offers a decent vibe check on how people feel about everything from job prospects and housing costs to safety and access to quality health care.
- While affordability is a major challenge, San Diego's violent crime rates have been falling for years, giving it a reputation as one of the safest big cities in America.
What they're saying: Gensler's researchers thought the factors that attract people to cities in the first place would be the same that kept them there, but that wasn't the case.
- "What gets people to stay is less tangible, much more intangible," Sofia Song, global leader of cities research at Gensler, tells Axios.
- "It's about emotional connection. It's about being engaged in your city, feeling pride in your city, as well as having this growing sense of belonging."
How it works: Gensler surveyed about 13,500 residents across 27 major U.S cities between July and November 2024 for its "City Pulse 2025: The Magnetic City" report.
💭 My thought bubble: Of course nobody wants to leave this sunshine-soaked city, its rich culture, loyal sports fandom and laid-back, outdoor lifestyle with unmatched sunsets, coastal hikes and beachfront yoga.
- For many, it's just a matter of whether they can afford to stay.
