#1 – Bismarck, N.D.
Living costs in Bismarck run more than 10% below the national average. That, along with job stability and high rates of employer-based insurance, has helped make the Burleigh County metro a strong option for Millennials.
Notably, Bismarck posted the lowest unemployment rate in the study (1.9%) and ranked second nationally for Millennial health coverage through work at 78.6%. Its economy is anchored by state government, energy, and health care — industries that sustain steady employment and benefits. Interestingly, with a population of about 135,000, it’s one of the smallest metros in the top 20, yet it already has a strong Millennial presence.
#2 – Midland, Texas
Nearly 28% of Midland’s residents are Millennials — the highest share in the study. That concentration earned it top marks for generational density and helped it secure the #2 spot overall.
A longtime hub for the energy sector, Midland sits in the heart of the Permian Basin, which is one of the country’s most productive oil fields. In the last 15 years or so, the boom in oil production has coincided with strong job growth and consistently high incomes for younger workers. For example, the median Millennial income is $124,354 — second-highest in the top 20 — and unemployment stands at 3% (tied for fourth-lowest in the study). City leaders are also working to broaden the economy into aerospace, education and amenities.
#3 – Iowa City, Iowa
Iowa City led the study for employer-based health coverage with 79.4% of Millennials insured through work. That rate is supported by the presence of major employers in sectors where such benefits are common. It’s also worth noting that the University of Iowa and its affiliated hospitals together account for nearly 30,000 jobs, many of them in roles that typically include insurance.
Meanwhile, adding to the picture is a broader life sciences cluster, including the VA Health Care System, the Pappajohn Biomedical Institute and a growing base of biotech startups tied to the university. Plus, more than half of local Millennials (52.4%) hold at least a bachelor’s degree, thereby supporting an expanding tech and startup scene. The median income here is $119,077 and unemployment is 3%.
#4 – Bloomington, Ill.
High rates of employer-based health coverage and strong educational attainment anchor Bloomington’s position in the top 10. Here, insurance giants like State Farm and Country Financial are among the metro’s largest employers, and their presence likely contributes to the 76.2% of Millennials who receive health insurance through work — the third-highest rate in the study.
Of course, that employer stability pairs with a well-educated workforce: 53.4% of Millennials hold at least a bachelor’s degree. And, the median income is $114,395 with low unemployment adding to the city’s solid footing for the generation.
#5 – Reno, Nev.
With more than 115,000 Millennial residents — 23.1% of its total population — Reno has one of the highest generational shares in the study, especially for a metro just below the 500,000 cutoff.
Between 2019 and 2023, the metro’s Millennial population grew by 10%, alongside expansion in its tech economy. Now, Tesla employs around 12,000 people in the region, while Microsoft has maintained a presence since 1997. That growth in tech employment aligns with strong outcomes for this age group: Millennials in Reno earn an average of $118,515 (fifth-highest in the study).
#6 – Wausau-Weston, Wis.
Wausau-Weston stands out for higher incomes, lower unemployment (2.9%) and strong employer-based benefits. Health care and insurance firms, including Aspirus Health, anchor the local economy and operate in sectors where job-based insurance is common. That aligns with one of the highest coverage rates in the study: 75.8% of Millennials here receive insurance through work.
Living costs are also low, and the Millennial median income is $113,207 — seventh-highest in the top 20.
#7 – Janesville-Beloit, Wis.
Millennials make up 20.9% of the population in Janesville-Beloit, and the group grew by 9.3% between 2019 and 2023 for one of the stronger increases in the top 20. That growth has been in line with a move toward health care, led by Mercy Health System, as well as logistics and tourism. What’s more, Beloit’s revived downtown riverfront has also added new housing, dining and events that appeal to Millennial-age residents.
#8 – Decatur, Ala.
Decatur’s strong job market and rapid Millennial growth put it firmly in the top 10. Between 2019 and 2023, the Millennial population grew by 14.1% — one of the largest jumps in the study — while the unemployment rate fell to 2.3% (second-lowest among the top 20).
This particular metro is also within commuting distance of Huntsville’s aerospace corridor, which is home to major employers like United Launch Alliance — a joint venture of Lockheed Martin and Boeing that manufactures NASA launch vehicles at its local facility. Known as The River City, Decatur also retains its role as a river port along the Tennessee River. Furthermore, living costs run nearly 10% below the national average, and Millennial median income is approaching $100,000.
#9 – Topeka, Kan.
Topeka ranked ninth overall, helped by low costs and rising Millennial in-migration. In fact, the metro had the most affordable cost of living in the top 20 with a regional price parity score of 85.9 — about 14% below the national average.
Between 2019 and 2023, Topeka’s Millennial population grew by 17% (second-fastest in the study). To that end, the metro has promoted relocation programs like Choose Topeka, which offers incentives tied to employment. Now, Millennials account for 19.3% of the population.
#10 – Coeur d’Alene, Idaho
Coeur d’Alene posted the fastest Millennial growth in the study to round out the top 10 overall. And, between 2019 and 2023, the metro’s Millennial population jumped by 20.6% to finish three points ahead of the next-closest city.
Here, outdoor access and small-city quality of life draw both visitors and new residents. Tourism also supports jobs in hospitality, recreation and local services. At the same time, other sectors — such as health care and construction — provide additional employment options. The Millennial median income in Coeur d’Alene is $103,060, and nearly 65% have employer-based health coverage.
