People First: Driving growth in emerging megacities

Around the world, there are extraordinary growth opportunities for cities, businesses and people. Between 2010 and 2025, nearly half (47%) of GDP growth will come from 443 growth economy cities that are on a trajectory to attract one billion new consumers.1 Growth comes with growing pains related to how cities function, how businesses meet labor needs and how people decide whether a job move is right for them. Emerging cities face the pressures of finding, developing and keeping highly skilled workers. This pressure is compounded by the fact that ambitious, mobile and driven workers represent a flight risk — always. Although economic opportunities make these cities appear attractive financially, economic growth and investment alone do not always result in a desirable quality of life. There is significant risk in making generalizations about people or thinking money is the only answer. What will bring the most skilled workers to power these future cities and motivate them to stay? That is exactly what we set out to determine in the People First: Driving Growth in Emerging Megacities study. To better grasp the complexity of people’s motivations, Mercer has undertaken one of the biggest studies of its kind in scope and scale: We surveyed 7,200 people across 15 cities in seven countries. Real people told us what truly matters to them about the cities in which they live and work, providing a fundamental understanding of why someone would want to move to a specific city or live there — and what employers need to do to compete for talent. In the inaugural year of the study, People First: Driving Growth in Emerging Megacities examines four vital and interrelated sets of needs — Human, Health, Money and Work — ranking 20 decision-making factors by importance to understand what motivates people to move or stay in a city and how to tailor programs and solutions that meet those needs based on data, analytics and insights. Additionally, most compelling among the findings, we conducted a segmentation analysis based on demographics, life stages, career progressions, predispositions to lifelong learning, aspirations and levels of financial security, resulting in five personas. Each persona’s set of needs is unique and has different motivational drivers. Emerging from the analysis of the research and the segmentation study are 10 essential outcomes comprising six key findings and four imperatives, enabling cities, businesses and people to succeed in untold, new ways, given this unprecedented opportunity. 

Source: Mecer

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