Iowa is the only state in the union that has not doubled in population since 1900. This slow population growth has created an acute talent problem for economic growth as the labor shortage inhibits attraction and expansion opportunities. The Iowa Chamber Alliance moved Talent Attraction to the top of our priority agenda in 2019 and created the annual Talent Poll to better understand Iowa’s strengths and weaknesses. Iowa needs to find new people willing to move to the state by first understanding what working age Iowans find attractive about living here.

Working age residents in Iowa remain generally optimistic about the direction of the state and express more positive than negative emotions about living and working in Iowa, but there has been a significant negative shift of residents’ opinions throughout the survey regarding most aspects of the state since 2023.

Overall, small business and employers are the most trusted institution/group for Iowans.

Iowa’s Strengths

Small town feel
59% believe Iowa has a lower cost of living
62% believe Iowans are friendlier
68.5% of Iowans believe Iowa is safer

Opportunities

Thinking about Iowa’s future, more residents believe future Iowan’s will have a lower standard of living (47%; up from 37%) since 2023.
74% of residents rate the availability of affordable housing in Iowa as fair or poor. Just 23% rate it as good or excellent.

Working Iowan Priorities

Stopping inflation and the rising cost of living
Lowering property taxes
Creating jobs and growing the economy