A recent Reddit thread asked a simple question of Humboldt County residents: “What businesses does Humboldt need?” With more than 170 comments and counting, the post — if treated like a public engagement tool — would rival the participation rates of many formal government surveys. While some replies were, unsurprisingly, flippant or off-color, most reflected honest and thoughtful input. What struck me as particularly insightful was the pattern that emerged: people weren’t primarily asking for more places to shop — they were asking for care and connection.

Two key themes rose to the top. The first was a noticeable lack of basic services — specifically, medical, vision, and dental care. The second was a desire for more “third spaces” — community gathering spots that aren’t home or work, such as sports facilities, entertainment venues, cafes, and creative hubs. Interestingly, while the thread asked about “businesses,” many of the responses weren’t about traditional retail or even profit-driven enterprises. Instead, they were about needs — fundamental and social.

As someone who works in economic development and has owned a business, this distinction is powerful. It underscores two core truths about today’s consumers:

1. Unmet basic needs overshadow everything else. If people don’t have access to health care or essential services, it’s difficult for them to focus on dining out, recreation, or supporting boutique retail.

2. Consumer demand is shifting toward experiences and community. We’re no longer just buyers of goods. We seek experiences that enrich, connect, and belong.

So what does this mean for local economic development?

It means we must recalibrate. Local governments and economic development agencies need to stop framing prosperity solely in terms of business attraction and instead focus on ecosystem-building. That includes actively working to close gaps in basic services — through incentives, partnerships, and creative use of public land or funding mechanisms. It also means recognizing and supporting spaces that foster human connection, whether it’s a well-run community center, a family-owned coffee shop, or a weekend maker’s market.

We must invest in placemaking just as seriously as we do in infrastructure. After all, roads and utilities get people from point A to point B — but third spaces and services determine whether people want to stay at point B once they get there.

In Humboldt, and communities like it, this kind of responsive development isn’t just about improving quality of life — it’s about economic viability. Workers won’t relocate or stay in areas where their children can’t access care, or where they feel isolated and under-stimulated. Employers won’t expand into regions where workforce retention is unstable due to basic unmet needs.

If we’re listening — and threads like this one suggest that we should be — then we know our next steps. Economic development doesn’t start with recruiting the next big chain. It starts with taking care of our own: creating environments where residents feel healthy, connected, and proud to call a place home. Only then do businesses, both big and small, truly thrive.

Scott Adair is a part-time Humboldt County resident, business owner, and backyard economist. With over 20 years of experience in real estate asset management and public/private economic development, he currently serves as the chief economic development officer for the city of Santa Rosa. He and his wife raise goats, ducks, and bees on a small farm overlooking the Eel River Valley.