The column below reflects the views of the author, and these opinions are neither endorsed nor supported by WisOpinion.com.
MADISON, Wis. – A recent news story in the Wall Street Journal built on some Fox Valley examples to make a point many Badger state residents already know: Compared to many places, Wisconsin is an affordable place to live with jobs that can pay enough to enhance its livability.
Headlined “Americans are looking to the Midwest to find affordability,” the story focused on the experiences of five families living in Appleton, Neenah or near Green Bay to personalize national statistics that suggest the Midwest is generally an attractive place to put down roots.
It’s a whole new twist on the phrase, “Midwest nice.”
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The story cited sales of existing homes in a 12-state region that includes Wisconsin. Such sales are $90,000 less expensive than the national average ($319,400 versus $409,200); rents in major Midwestern cities are also lower than the national median.
Many people may say, “So what? Salaries here are lower, too.”
That’s true historically, but the story noted the Midwest “seems to be winning on that score lately, too.” Year-on-year wage growth in the 12-state region climbed more steadily in the last year than pay in other parts of the country, according to Bank of America figures.
All of this rang true to me, and not just because of housing costs and salaries. Having traveled enough in other states to observe livability factors such as traffic, day-care costs, grocery bills, crime and schools, I know Wisconsin has an under-appreciated edge.
I wrote a column five years ago suggesting there were plenty of reasons why companies and workers should put California in the rear-view mirrors of their moving vans. That’s more true today than ever – once you take factors such as occasional blizzards out of the equation.
Buckley Brinkman, an advisor to the Wisconsin Center for Manufacturing and Productivity, said he saw related factors in WCMP’s fifth annual report on the state of manufacturing.
The survey examined factors such as rising confidence in Wisconsin’s economy but also looked at evolving workforce trends. The study involved interviews with 405 manufacturing executives statewide as well as focus groups.
For those executives, confidence in the state’s business climate reached its highest point since 2021. One-third now say the economy is growing, which is the strongest survey outlook in five years.
Workforce challenges remain the top concern, but fewer companies report severe hiring struggles. Only 31% say finding qualified workers is “very difficult,” down from 57% in 2021. Open positions are still common, but there are fewer unfilled jobs than in post-pandemic years.
“I think the manufacturing sector is leveraging that (affordability and livability) in its hiring practices,” Brinkman said. “But you still have to pay a competitive wage.”
One caveat for those companies looking to hire people at the executive level is the lack of higher-end housing. “Outside the major corridors, such housing is relatively skimpy … not as available as it is in other places,” Brinkman said.
Soon to be released is the annual forecast report by the Wisconsin Bankers Association, which will host a seven-state forum Jan. 14 on the state of the economy. Rose Oswald Poels, who leads the bankers’ group, said she agreed with the thrust of the Wall Street Journal story and “the reasons expressed about why (the Midwest) is a better place to live.”
Call me a homer, but workers in some parts of the country feel priced out of their current communities by housing costs and more. Not only are such costs a daily fact of life for many Americans, the “affordability issue” could remain a factor during the 2026 election year.
Here’s one solution: Move to the Midwest if the opportunity arises. Pack your bags, distressed Californians, laid-off Bostonians and over-heated Sun Coast denizens. There might be a great place for you in Wisconsin.
– Still is the past president of the Wisconsin Technology Council. He can be reached at tstill@wisconsintechnologycouncil.com
