In recent years, much of the talk in terms of age demographics has been in terms of issues associated with either the baby boomers or their children, the millenials. These groups -- or more specifically, their dollars -- have been touted as being the key to a prosperous economy. But as the New York Times reports, cities all around the country are now targeting a new wave of yuppies -- 25-34 year old professionals to revitalize their downtown economies:

Baby boomers are retiring and the number of young adults is declining. By 2012, the work force will be losing more than two workers for every one it gains. Cities have long competed over job growth, struggling to revive their downtowns and improve their image. But the latest population trends have forced them to fight for college-educated 25- to 34-year-olds, a demographic group increasingly viewed as the key to an economic future.

Mobile but not flighty, fresh but technologically savvy, “the young and restless,” as demographers call them, are at their most desirable age, particularly because their chances of relocating drop precipitously when they turn 35. Cities that do not attract them now will be hurting in a decade. . . . They are people who, demographers say, are likely to choose a location before finding a job. They like downtown living, public transportation and plenty of entertainment options. They view diversity and tolerance as marks of sophistication.

The article also has a graphic that shows the top cities that are ahead of the game in terms of attracting these new yuppies (i.e., Portland, Las Vegas, Austin, Charlotte, Atlanta) as well as those cities that lost the most numbers of the same demographic group to Atlanta alone. It’s interesting however, that nowhere in the article will you find the word “yuppy.” I suppose it’s because there is still a strong negative connotation to the term.

At the same time however, terms that have had negative associations have been successfully reclaimed and transformed (and vice versa). One example is how Mexican Americans reclaimed the term “Chicano” and turned it from a derogatory slur to one associated with ethnic pride. The same can be said for “queer.” On the other hand, we can witness how the term “liberal” has been transformed from one with positive meaning to a negative one.

My point is that these new “young urban professionals” also have a chance to redefine the term “yuppy” if they want to. As the article mentions, this new wave “view diversity and tolerance as marks of sophistication,” rather than being singly preoccupied with conspicuous consumption. Times have changed, fortunately.