06/21/2025
At a recent conference, a woman stood up and asked our panel “How do I get people in my town to care?” It’s a question I’ve heard a hundred times and it’s the biggest obstacle in revitalization. Because let’s be honest, it’s hard to fix a place when nobody gives a damn.
The truth is, people didn’t just stop caring. There was no mysterious gene deletion that made this generation apathetic. The people haven’t changed, the places have.
Our grandparents lived in towns that were lovable, walkable, sociable, full of character and meaning. They didn’t want to leave. The place earned their affection. It was worth caring about.
Today? The pretty buildings have been torn down for parking lots. The businesses are corporate chains. The neighborhoods are sprawling subdivisions. The sense of ownership is gone. The soul is missing.
And then we scratch our heads wondering why no one’s emotionally invested anymore.
Here’s the thing, people are responding rationally to the environment we gave them. We’ve stripped away the things that made their town lovable, then act shocked they don’t feel love.
Caring isn’t just some warm fuzzy bonus, it’s core to our health as human beings. The less we care, the sicker we become, mentally, socially, physically. We are biologically wired for connection, pride, and meaning. Without them, we withdraw, isolate, and decay right along with the places we live.
So no, stop trying to convince people to care about a place that hasn’t been cared for. That’s backwards.
If you want people to care, give them something worth caring about.
Start fixing things. Start painting. Start planting. Start cleaning, restoring, building. You don’t need 100% consensus, you need momentum.
The pendulum has swung too far. We’ve replaced bulldozers with endless meetings, and now we’re stuck. Our places are unhealthy because we’re afraid to act without everyone’s blessing. But consensus doesn’t build anything, action does.
Make the town lovable again. Reclaim ownership. Beautify the streets. Welcome local developers back in. Create gathering spaces instead of more roads.
When a place begins to heal, its people do too. Caring isn’t just the result of improvement, it’s the fuel and the reward. And it starts with all of us.
So stop asking how to get people to care more and give them more to care about.