Families Are Leaving Cities — Here’s How to Win Them Back

Cities thrive when they support people at every stage of life. But today, cities are beginning to lose one of their most important demographics: children.

According to the U.S. Census, the total number of children in U.S. cities declined by 3.3% between 2020 and 2023. In America’s largest cities, figures are even more striking. Since 2020, the under-five population has fallen by 14% in Los Angeles County, 15% in Cook County (home to Chicago), and 18% in New York City.

Children are critical to well-functioning cities. Dylan Jones, global leader of Gensler’s Mobility & Transportation practice, calls children the “engine of healthy communities and social infrastructure.” So, how can we better support the success of children in our cities and encourage parents to stay?

According to Gensler’s recent City Pulse 2025 report, which surveyed over 33,000 people in 65 global cities, the secret sauce to attracting any group is to improve the cost of living. Across all life stages, affordability is the top concern when choosing to move to or stay in a city.

If cities are looking to target families specifically, the differentiating factor is quality local schools. For 84% of people living with children whom we surveyed, education was very or extremely important in their choice of where to live.

High-quality local school systems provide stability, create a sense of community, and give parents confidence that their children will thrive. When cities invest in education, they build trust with families and create the conditions for long-term growth. Schools are the most powerful tools cities have to attract and retain the next generation.

Families with children are especially drawn to cities that offer strong options for sports and recreation. While not among the top five factors overall, these amenities matter more to households with kids than to any other group. Access to parks, playgrounds, and community programs gives children space to stay active and supports family routines built around health, connection, and outdoor time. These features help families feel like the city is working for them and encourage them to raise children in urban areas.

When cities do work for families, they work extraordinarily well. People living with children are the most likely to report a positive city experience. They are also the most likely to report feeling socially connected in their cities, a key indicator of whether someone will continue living in their current city.

So, what can designers do to build more child-friendly cities and keep families within their borders? Gensler Global Wellness Leader Stacey Olson and Design Manager Kathryn Decker recommend conceptualizing urban communities with children at the heart. According to their recent blog post on the subject, the 20-minute city provides the greatest opportunities for families to thrive.

City Pulse data shows that people are trending towards cities with a smaller population size. The 20-minute city offers a solution for large metropolitan areas that are rapidly losing young populations by providing the experience of smaller, neighborhood-scale living within a dense urban core.

These small-scale, child-friendly urban communities also benefit from access to quality non-schooling educational opportunities. This includes cultural amenities such as museums, theatres, and parks, which can enhance neighborhood experience and attract families who are looking to raise children in vibrant and supportive communities.

Our cities need to be repositioned to restore confidence that they can support the youngest members of society. By centering access to education, play, and community at the neighborhood level, urban design can help cities feel more livable for every generation. When cities work well for children, they work well for everyone — offering security, opportunity, and a sense of belonging that fosters multigenerational living.