Economy Not Key In Residents' Love For Charlotte

Gallup and Knight Foundation Study Explores What Makes People Emotionally Attached to Charlotte, other U.S. Communities

CHARLOTTE, N.C. (Sept. 29, 2009) – A Gallup study of the Charlotte area and 25 other U.S. communities has found that the worst economic crisis in decades is not a key factor in residents' passion and loyalty for their community.

“While the pain from the recession is deep, other factors far outweigh economics when it comes to determining how emotionally attached people are to their communities,” said Warren Wright, managing partner for Gallup, which conducted the study with funding from the John S. and James L. Knight Foundation.

In Charlotte, the study pinpointed three main factors that emotionally attach residents to the area: openness (how welcoming a place is), aesthetics (an area’s physical beauty and green spaces) and education (public K-12 school and colleges and universities).

Aesthetics, particularly the area’s setting, and education, especially local colleges and universities, are seen as community strengths. However, despite being considered an area open to families with young children, the study found Charlotte needs to be more welcoming to college graduates and gays and lesbians to encourage attachment to the area.

“Charlotte residents love living here – that’s more than evident,” said Susan Patterson, Knight Foundation’s Charlotte program director. “Protecting our beautiful tree canopy and ensuring all residents feel welcome and attached to the community are worth paying attention to, in order to strengthen our economic future.”

While the current economic crisis doesn't seem to make a difference in residents' love for their community, the study found that positive feelings do have a connection to local GDP growth over a longer-term period.

 

The Soul of the Community study was designed to explore this connection between economic growth and residents’ emotional attachment to their community. The latest results suggest a significant correlation between the two.

 

Within a smaller microcosm, such as a company, Gallup has been able to show that increasing employees' emotional connection to their company leads to improved financial performance of the organization. Researchers continue to explore if the emotional connection to the place where one lives drives economic growth for these communities in a similar way.

“The findings are particularly important in a globalized economy made more competitive by the economic crisis,” said Paula Ellis, Knight Foundation’s vice president for strategic initiatives. “Local leaders, urban planners and residents can use the study’s results to better understand their community.”

“We hope that the information helps places like Charlotte fight for the innovative, creative and productive talent needed to build healthy communities.”

In Charlotte, Knight Foundation is already funding projects with direct ties to the study’s recommendations, Knight Foundation was an early funder of the Carolina Thread Trail, a regional network of parks and greenways and has also supported efforts to spur openness in Charlotte, including through the Changing Places exhibit at the Levine Museum of the New South, which explores traditions of the city’s new and long-time residents.

The communities surveyed vary in population size, economic levels and how urban or rural they are. Gallup randomly surveyed a representative sample of more than 10,000 adults from Feb. 17 to April 25, 2009, by phone.

The following communities were included in the survey: Aberdeen, S.D., Akron, Ohio, Biloxi, Miss., Boulder, Colo., Bradenton, Fla., Charlotte, N.C., Columbia, S.C., Columbus, Ga., Detroit, Mich., Duluth, Minn., Fort Wayne, Ind., Gary, Ind., Grand Forks, N.D., Lexington, Ky., Long Beach, Calif., Macon, Ga., Miami, Fla., Milledgeville, Ga., Myrtle Beach, S.C., Palm Beach, Fla., Philadelphia, Pa., San Jose, Calif., St. Paul, Minn., State College, Pa., Tallahassee, Fla., Wichita, Kan.

For complete survey findings on Charlotte, visit www.soulofthecommunity.org/charlotte.

Track the conversation on Twitter with the tag #SOTC09 and Knight at twitter.com/knightfdn.

About Gallup

Gallup has studied human nature and behavior for more than 70 years. Gallup's reputation for delivering relevant, timely, and visionary research on what people around the world think and feel is the cornerstone of the organization. Gallup employs many of the world's leading scientists in management, economics, psychology, and sociology, and our consultants assist leaders in identifying and monitoring behavioral economic indicators worldwide. Gallup's 2,000 professionals deliver services at client organizations, through the Web, at Gallup University's campuses, and in 40 offices around the world.

About the John S. and James L. Knight Foundation

The John S. and James L. Knight Foundation advances journalism in the digital age and invests in the vitality of communities where the Knight brothers owned newspapers. Knight Foundation focuses on projects that promote community engagement and lead to transformational change. For more, visit www.knightfoundation.org.

About the John S. and James L. Knight Foundation

Knight Foundation supports transformational ideas that promote quality journalism, advance media innovation, engage communities and foster the arts. We believe that democracy thrives when people and communities are informed and engaged. For more, visit www.knightfoundation.org.