The future of rural councils is metro millennials
Tens of thousands of metro millennials are choosing to call regional Australia home. In fact research from the Regional Australia Institute (RAI) has found an additional 54,000 millennials headed for the regions during the latest Census period (2016-2021) compared to the previous Census period (2011-2016).
This trend is driven, broadly, by a desire for better lifestyles, affordable housing and a sense of community. These young, digitally savvy individuals not only bring economic growth and innovation, but also adjust and inform the future of a town's destination marketing.
The migration in turn offers two key opportunities (and challenges) for local government marketers. Firstly, these newcomers bring fresh insights and perspectives on why others would love to live, work, and visit your city. Secondly, there is an influx of new residents which to engage and communicate.
Harnessing Fresh Insights
Millennials bring fresh perspectives and insights that can be leveraged to enhance marketing strategies. Before you adjust your communications, a valuable exercise is finding out more about motivations and testing any assumptions.
Tailored communication: Develop targeted messages (using the above research) that resonate with millennials’ values, such as sustainability, community involvement and work-life balance. Highlighting these aspects can attract and retain this demographic. For example:
Promoting quality of life: Emphasise the advantages of living in regional areas, such as lower cost of living, outdoor activities and strong community ties. These factors are often key drivers for millennials seeking a change from city life.
Highlighting economic opportunities: Showcase the job opportunities, entrepreneurial support and economic growth in your region. Highlighting these aspects can attract young professionals and businesses looking to relocate.
Leveraging digital channels: Utilise social media, local influencers and online platforms to reach this tech-savvy group. Creating engaging digital content that showcases the benefits of living in regional areas can drive interest and engagement. Also ensure that your region's online presence is strong and engaging. A user-friendly website, active social media profiles, and positive online reviews can significantly influence millennials' decisions to stay with or move to your area.
Welcome programs: Implement welcome programs or initiatives that help new residents integrate into the community. Providing information on local services, events and opportunities can make newcomers feel valued and connected.
Many local governments are already leveraging the influx in millennial residents. From Geelong's revitalisation of its arts scene, to Toowoomba’s focus on community growth, from Bendigo’s cultural appeal to Ballarat’s emphasis on economic opportunities, these examples highlight diverse approaches that have yielded results.
Geelong: Geelong has recently reinvigorated its Geelong Performing Arts Centre into the incredible Geelong Arts Centre, as is opening (on the Geelong Waterfront precinct in 2026) the Nyaal Banyul Geelong Convention and Event Centre. We were fortunate enough to work with the City on these projects.
Toowoomba Regional Council: Toowoomba has successfully attracted new residents and businesses through its 'Live, Invest, Grow' campaign. By emphasising the city’s affordable housing, quality education and robust healthcare system, the council has drawn significant interest from millennials.
Bendigo: Bendigo has leveraged its rich cultural heritage and vibrant arts scene to attract young tourists and new residents. The city’s marketing strategy includes promoting local festivals, art galleries, and historical landmarks, showcasing Bendigo as a dynamic place to live and visit.
Ballarat: Ballarat's 'Ballarat is Back' campaign has effectively highlighted the city’s economic opportunities, lifestyle benefits and community spirit. The campaign uses a mix of digital media, local events and partnerships with regional businesses to create a compelling narrative about life in Ballarat.
The migration of metro millennials to regional Australia presents substantial opportunities. By understanding and leveraging these insights, local government marketers can effectively promote their communities, attract investment, and drive sustainable growth. Adapting strategies to target the right demographics, utilising digital channels, and emphasising quality of life can make regional areas the preferred choice for young businesses owners and residents alike.
If you would like to know more about how we have worked with local government marketers, please click on the link below.
Brands are built better together.
Megan
