Sharon Woods

Owner, LandUseUSA | Urban Strategies | Lansing, Michigan

Communities and developers routinely conduct market studies to better understand local gaps and needs for urban housing. However, those studies are usually based on what has already been built, so they risk reinforcing redundancies, building types, and practices. The innovative Target Market Analysis approach shifts the focus onto the lifestyles of migrating households and their preferences for missing housing formats. This approach is particularly relevant while we contemplate the possible impacts that the current economic and health crisis could have on cities and urban places. Join us in hearing what Sharon has found in her analysis of two Maine communities; and her forecasts of the impacts that COVID-19 will have on the lifestyle preferences of migrating Y and Z Generations.