(The Center Square) – Records requests show the Michigan Economic Development Corp.’s spending to attract residents.
Recent reports say 270,000 people might leave Michigan by 2050.
Michael LaFaive, senior director of fiscal policy at the Mackinac Center for Public Policy, doubts the program will bring more residents to Michigan.
“Michigan has experimented with advertising campaigns in the past and with little to show for it,” LaFaive told The Center Square in an email. “What makes the state think advertising to lure young people here will be more effective than past efforts to lure business or tourists? The Pure Michigan promotion program has demonstrated a massive net negative return on investment. It should be incumbent upon those who support new advertising to stem population loss to first show independent evidence demonstrating effectiveness before spending another dime.”
New census data show Michigan lost nearly 60,000 residents between April 1, 2020, and July 1, 2023. The only Midwest state to lose more residents during that time was Illinois, which lost 364,000 residents.
Recent polling conducted by the Detroit Regional Chamber and Business Leaders for Michigan said those ages 18-29 are most likely to leave the state in search of competitive salaries and welcoming places.
College-educated adults are most likely to leave the state according to the poll, and 64% can see themselves in Michigan in 10 years.
Michigan’s Growing Council says the state loses about 5,600 postgraduates annually. A recent $5.6 million ad campaign and a $20 million campaign showcases Michigan via new television commercials, radio spots, print placements, and social channels aimed to convince young people to stay in Michigan.
The campaign features Detroit and Grand Rapids to Traverse City and Houghton. The campaign attempts to brand Michigan as a place to enjoy nature and business with a low cost of living.
The MEDC’s 2023 Talent Media spending obtained through records requests includes:
$1.1M of video TV ads$890,315 on Facebook and Instagram$754,383 on programmatic displays$611,0123 on LinkedIn$587,294 on paid search$367,059 on Spotify$338,824 on campus advertising$296,279 on TikTok
One Facebook ad says: “Find exciting high-tech jobs… and techno. Discover how Michigan can help provide the career path you’re dreaming of.”
Gov. Gretchen Whitmer has also deployed targeted ad campaigns in Republican states touting abortion rights and electric vehicle jobs, but one major barrier to attracting more residents is bad infrastructure.
The Citizens Research Council of Michigan report said efforts to attract residents from other states are “stymied in part by poorly maintained infrastructure, which is generally worse than national averages and surrounding states.”
The infrastructure problems range from road pavement quality to unreliable electricity causing frequent, long power outages, to outdated water infrastructure such as sanitary sewers, stormwater and flood control.
The report found other states are surpassing Michigan in vital measurements. The Wolverine State ranked in the bottom third of national rankings, including 34th in household income and 36th in K-12 education outcomes.
