Soul of the City

William Shakespeare, Coriolanus, Act 3 Scene 1

Gallup's Soul of the City programme allows cities to measure and track their political, economic and social well-being based on how residents view their performance in providing healthy living and working conditions. The goal is to help each city foster economic development and multiculturalism, and to learn how to bring more satisfaction to its residents.

While the world is globalising quickly, cities are still of prime importance due to the crucial linkages between a metropolis and its residents - people's quality of life remains the result of local decisions. By playing a vital role in the social and emotional well-being of their dwellers, cities are more than ever regarded as important catalysts for social inclusion, intercultural exchange and economic development. City mayors are therefore increasingly seen as political entrepreneurs engaged in a 'living together venture', which values the creation of a liveable environment above all other factors.

In an ever globalised society, this new way of looking at urban areas constitutes a paradigm shift. Indeed mid-sized and global cities have become increasingly aware that, due to greater worker mobility, they are inevitably competing with other cities in their struggle to nurture and retain their most creative residents and to attract talented newcomers. Only by understanding the needs of their citizens and by providing them with a high quality of life can cities appeal to the 'creative classes', prosper and foster greater social cohesion.

Gallup's sound methodology quantifies the attractiveness of cities and the engagement of their citizens. Gallup also assesses the drivers of loyalty and well-being by asking questions that are based on decades of research in the field of urban quality of life. For this purpose, Gallup has developed indicators that enable it to benchmark urban dwellers' attitudes, satisfaction and experience within a city's governance, socio-economic, sustainability and cultural spheres.

By probing the soul of the cities across Europe and beyond, Gallup can indicate the steps necessary to build their emotional capital and enhance their liveability in the eyes of their constituents. In a nutshell, Gallup provides cities with the tools to overcome today's local and global challenges.

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