Why “Affordable” Isn’t a Selling Point for St. Louis

Top talent isn’t looking for low prices—they’re looking for awesome. They’re looking for quality of life.

It’s high time to STOP selling St. Louis as cheap. For one, it’s not a characteristic that’s top of mind for the talent we’re trying to attract. For another, it’s just not true—not anymore. And most importantly, we can find much more compelling, honest, and flattering ways to talk about this city. Let’s dig into these in order.

When people consider moving to St. Louis—or staying here after graduation—they’re not flipping through spreadsheets trying to calculate cost per square foot. They’re asking: Will this city support the life I want to build? Will I grow here—professionally and personally? Will I have access to the kinds of experiences, communities, and opportunities that make life feel full?

Whether they’re rising professionals, young families, or high-performing candidates in tech, medicine, or education, they’re not bargain-hunting. They’re ambition-chasing.

Back in December 2024, a panel of experts gathered at the Federal Reserve Bank of St. Louis to talk about this very thing. “A low cost of living is not necessarily a good thing if it means that you have lower amenities,” said Charles Gascon, economist and Research Officer at the St. Louis Fed. “If I move to the most desirable place in St. Louis, where the housing is the most expensive, that may be a good thing because the cost is higher there, but I’m getting higher quality.” Translation? High cost doesn’t equal bad. Low cost doesn’t equal good. Quality and context matter.

Dr. Ness Sandoval, demographer and professor at Saint Louis University, backed it up: “Cost of living is the wrong sales pitch,” he said. “It’s about quality of life. About the hiking, biking, the rivers, the parks, the museums. That’s what this next generation is looking for.”

So is St. Louis an inexpensive place to live? It depends—and more importantly, it’s the wrong question. Why? Because the people most likely to relocate or stay in St. Louis—college graduates, early- to mid-career professionals, high-skilled workers—aren’t basing life decisions on low rent alone.

A 2024 working paper from the National Bureau of Economic Research made it plain: “For college graduates, there is no relationship between consumption and local prices.” In other words, grads living in expensive cities like San Francisco or D.C. report a standard of living comparable to those in so-called “affordable” cities like Cleveland or St. Louis—because what they care about isn’t just price. It’s experience. It’s access. It’s quality.

And let’s be honest: St. Louis can be expensive—especially in the places that are actually competitive for talent. Want a newly built apartment in the Central West End, Clayton, or The Grove? Expect sticker shock. Those prices land St. Louis in the top 18% of most expensive cities in the world, according to one crowdsourced cost-of-living database.

But here’s the problem with that data: averages lie. Yes, our average rent is low—but that includes neighborhoods with little-to-no amenities, high vacancy rates, and major public safety concerns. When you compare the places that are actually attractive to new hires—walkable, vibrant, accessible—you’re looking at an entirely different cost profile.

And don’t even get us started on food, healthcare, car ownership, or tax burdens. In many cases, we’re above the national average. And if you’re moving from a place where public transit is reliable and you don’t need a car, welcome to $700 a month in gas, insurance, and parking fees you didn’t plan for.

If we’re serious about attracting and retaining talent, then we need to be just as serious about setting the right expectations. Because here’s the truth: when you lead with “cheap,” people start to wonder what they’re supposed to give up in exchange. Will they have to settle for less? Lower pay? Fewer opportunities? A limited social life? A city that feels stuck instead of moving forward?

Instead, we should be leading with what actually matters to talent: quality of life, opportunity for growth, and cultural capital. That’s what people want to know about. What’s the neighborhood vibe? Can I walk to a coffee shop, take a dance class, join a cycling group, find my community? Are there good schools, good healthcare, a thriving arts scene, a park nearby?

They want to feel like they’re in a city that’s alive. A place that’s going somewhere.

That’s where St. Louis shines—if you know how to show it.

At Acclimate, we talk to newcomers every single day. We ask what they’re looking for, what matters to them, and what they’re nervous about. And we hear the same things again and again: They want to feel confident about where they’re landing. They want to grow their careers and their personal lives. They want access, community, and upward momentum. Nobody says, “I’m just here for the cheap rent.”

A 2024 study from Washington University’s Center for Analytics and Business Insights (CABI) took a closer look at what influences students’ decisions to stay in St. Louis after graduation. Spoiler: it’s not just salary.

Yes, compensation matters—but the decision to stay or go is more nuanced. Students in the study talked about community, friendships, growth opportunities, and even the weather. And even within that highly educated, high-potential population, preferences varied by discipline. Business students prioritized city climate and housing. Engineering students emphasized public safety and proximity to family. Everyone wanted a solid paycheck—but it wasn’t the only thing that mattered.

As the researchers put it: “These insights highlight the importance of designing tailored retention strategies.” Exactly. Because what works for one candidate—or one type of candidate—won’t work for another. The more we rely on generic pitches like “affordable,” the more we miss the mark. And when that message doesn’t match the lived experience? You don’t just lose credibility—you lose people. St. Louis deserves better than “cheap.” So do the people we’re trying to attract—and the people we’re hoping will stay.

This city has world-class institutions, historic neighborhoods, a dynamic arts and music scene, incredible healthcare, access to nature, and a deep sense of place. It also has real challenges—no one’s denying that. But when we reduce St. Louis to affordability alone, we shrink the conversation. We undercut the very assets that make this place worth choosing.

If we want to compete for top talent, we have to stop relying on outdated, one-size-fits-all messaging. We have to lead with quality of life, access to opportunity, cultural and professional momentum, and an honest look at what makes St. Louis complex, beautiful, and worth investing in.

At Acclimate, we’re not in the business of selling a fantasy. We’re here to help people see St. Louis clearly—and choose it for what it really is.

The future of this city depends on the stories we tell. Let’s start telling better ones.