The Millennial Suburb
The Suburb Wooing Millennials With Avocados, Kombucha, and Cheap Houses
In a new comic-strip ad campaign, Homewood, Illinois, bills itself as a hip, diverse, urban neighborhood that Millennials can afford. The only catch: It’s in the suburbs.
CityLab, April 9, 2018
Four friends in early middle age are chatting on a small-town sidewalk. “So, what are you doing this weekend?” asks one of them, a man in a button-down shirt. “The usual,” replies his friend, a black woman wearing a t-shirt with a rainbow-striped heart. “A guitar lesson, checking out the artisan street fair with the littles, and then some Aurelio’s—“
Her partner, a blond woman, cuts in. “From the old oven, of course!”
The man and the third woman look pleasantly surprised. “And here we thought you’d miss living in Chicago,” he says.
Welcome to Homewood, Illinois, a suburb of 20,000 that is marketing itself to urbanites as a hidden hipster gem.