Meet Baton Rouge’s boomerangs


    Many young professionals who were raised in the Capital Region and left for a while—whether for school, or work, or both—have since returned home to plant their roots and continue their professional careers. 

    Individuals who have followed this path, also known as “boomerangs,” often point to family and strong support systems as a key driving force behind their choice.

    Younger homebuyers across the country are also prioritizing family and community ties when choosing where to plant roots. Nationally, 62% of young Americans live in or near their hometowns, according to a January 2024 survey from LendingTree, based on responses from 2,000 people.

    Local officials are hoping a similar trend will develop in the Capital Region. In April, the Baton Rouge Area Chamber and Visit Baton Rouge launched Better in BTR, a multiyear campaign aimed at recruiting and retaining young professionals to live and work in the Baton Rouge area, as well as boosting its public perception. The campaign is being financed through nearly $1 million in COVID relief funds from the city-parish, which gave the money for the project to BRAC and Visit Baton Rouge in 2022.

    As the Capital Region embarks on a campaign to recruit and retain young professionals, Business Report sat down with eight who returned to their roots—and why—for the latest edition of the magazine. Read the full cover package.