What Your Dream City Says About Your Personality

What draws us to the cities we daydream about moving to? Psychology shows that it may be tied to our underlying personality traits

Ever fantasize about picking up stakes and moving to a new town or an entirely new country? You are in good company: a recent study showed that 17% of Americans are actively considering moves abroad. In the past half-decade, the ability to work remotely from anywhere, the COVID-19 pandemic and rising political volatility and polarization, have led many to seek out or at least consider big moves.  

Anecdotally, it seems to be at the top of mind for many in my extended circle. Everyone from ex-bosses and co-workers to old college and highschool friends seem eager to share their “bug-out escape” city or region, along with a list of reasons why that location is ideal for them. The rationales cited span practical considerations like cost of living, stable governments, good schools and access to healthcare, to more personal desires for specific climates, community vibes, access to the arts or proximity to nature. But more often than not, these conversations ground back to my friend just “seeing themselves there,” and me—also more often than not—agreeing based on their unique personality traits. 

Truity’s new “What City Do You Belong In?” test attempts to match your Big Five personality traits to the city or region that best fits your unique combination of personality traits.  As we launch the new quiz this month, I wanted to dig a little deeper into the personality science of geography and how that can translate into people finding where they most belong in uncertain times. 

First, Why Are We All Daydreaming So Much About Moving House? 

A confluence of factors has dramatically reshaped individuals' perspectives on their living environments. The burgeoning prevalence of remote work opportunities has liberated countless professionals from the geographical constraints traditionally associated with an office job, effectively transforming the entire globe into a WeWork. Simultaneously, the unprecedented global health crisis of the COVID-19 pandemic served as a major catalyst for introspection, prompting many to re-evaluate their priorities and consider significant life changes, including relocation. Adding another layer of complexity, increasing political volatility and societal polarization in various regions have further fueled the desire for individuals to explore alternative locations that better align with their personal values and preferences. 

This heightened interest in relocation is evidenced in the surge in online searches, like Google searches for phrases like "how to move abroad,” and the skyrocketing popularity of social media ex-pat influencers who share their experiences and insights into what life is like in different cities and countries. This collective daydreaming about moving somewhere else underscores a fundamental shift in how people perceive their relationship with their physical surroundings and highlights the increasing importance of finding a location that resonates with one’s individual needs and aspirations in an ever-changing world. 

Together, all of these trends indicate that even if you’re not moving, you may be spending a fair amount of time daydreaming about what city or region may be the best fit for you.

A Place Like Me: Geographic Personality Clusters 

If you are on the hunt for a new home, instead of searching for “cat-friendly cafes in Wellington, New Zealand” or “community vibes in Madrid, Spain,” you may want to tune into your personality type for deeper clues about which cities and regions may actually be the best fit for you in the long run. 

We think we intuitively understand the “vibe” of a city—a place like New York City as being busy, loud and competitive for example, or Orange County, California as seeming more quiet, laidback and community-oriented. It may be exactly this “vibe” that attracts you to the area to begin with.  But these “vibes” may be more attributable to the underlying personality traits of an area’s residents than we think. 

Research has long suggested that our environment affects our personalities, but recent Truity research has indicated that specific regions may have developed their own unique personality clusters and profiles over time, based on the concentration of personalities who live there and the personality types who may be most attracted to them. In a global research study using data from Truity’s data set of +3.6 million Big Five personality assessments taken from 2022-2023, the personality testing company found distinct clusters of personality traits in cities and regions around the world. 

For example, residents of Cincinnati, Ohio score higher in Conscientiousness than 98.31% of those in the largest 60 cities in the United States, whereas Portland, Oregon (as the most Introverted city in the US) scores less Extraverted than 100.00% of the largest 60 cities. Based on the size of Truity’s user set, these findings indicate a considerable clustering of personality traits geographically. 

In addition, the research indicates that some regional U.S. stereotypes hold up, including that of the “nice Midwesterner,” which is reflected in the high Extraversion, Agreeableness and Conscientiousness scores of the middle of the country, especially when compared to coastal states like New York and Massachusetts. Additionally, another stereotype tied to the individualistic nature of westerners (think of all those rugged cowboys!) seems to prove out, in that you can find way more self-contained Introverts out west than you can on the East Coast and in the Midwest. As one example, Madison, Wisconsin is more Extraverted than 92.93% of the largest 60 cities in the U.S., whereas Albuquerque, New Mexico, is 96.97% less Extraverted. 

For the full research findings applied to the United States, visit our Personality Atlas research page here.  Truity has also opened the Personality Atlas dataset to the public and academic researchers to see if further patterns can be seen in the data. You can also join the discussion on Reddit.

Wait,  What The Heck is the Big Five Personality System?

Although many more have heard of the 16 personality system based on Myers and Briggs theory, the Big Five personality test is actually the most widely accepted personality theory in the scientific community and the basis of most modern academic personality psychology research. The Big Five has been used to illuminate everything from how much of our personality is inherited to which personality factors correlate with income. 

The Big Five describes personality as a spectrum of traits, making it a scientifically sound and evidence-based approach to understanding individual differences. Unlike popular but less nuanced personality type models, such as Type A/B or Myers-Briggs categories like INFP and ESTJ, the Big Five recognizes that people don't fit neatly into distinct boxes. While type models are easy to grasp, the trait-based Big Five offers a more accurate and in-depth understanding of personality.

A validated Big Five test (like Truity’s free test here) measures your percentage of traits along five common dimensions: Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism. Unlike Myers and Briggs theory, the Big Five notably measures the trait of Neuroticism, which Myers and Briggs removed from their system.  Here’s a brief summary of each of the Big Five’s personality systems dimensions of personality:  

• Openness describes an individual's receptiveness to new ideas and experiences. Not to be confused with one's tendency to be open and disclose their own thoughts and feelings, Openness refers more specifically to Openness to Experience, or openness to considering new ideas. In the brain, Openness seems to be related to the degree to which certain brain regions are interconnected. Those high in Openness seem to have more connections between disparate brain regions, which may explain why they are more likely to see connections where others do not.
• Conscientiousness describes a person's level of goal orientation and persistence. Highly Conscientious individuals exhibit organization and determination, readily delaying immediate rewards for future success. Conversely, those low in Conscientiousness tend to be impulsive and easily distracted. In the brain, Conscientiousness is associated with frontal lobe activity. The frontal lobe can be thought of as the "executive brain," moderating and regulating the more animal and instinctual impulses from other areas of the brain. People who are high in Conscientiousness are more likely to use this brain region to control their impulses and keep themselves on track.
• Extraversion reflects an individual's tendency to seek external stimulation, particularly the attention of others. Extraverts actively engage with people to gain social rewards like friendship, admiration, power, status, excitement and romance. Conversely, Introverts conserve their energy and are less driven to pursue these rewards. In the brain, Extraversion seems to be related to dopamine activity. Dopamine can be thought of as the "reward" neurotransmitter, and is the main chemical associated with our instinct to pursue a goal. Extraverts tend to have more dopamine activity, indicating that they are more responsive to the potential for a reward. Introverts have less dopamine activity, and so are less likely to put themselves out to chase down rewards.
• Agreeableness describes how much someone prioritizes the needs of others over themselves. People who are high in Agreeableness have much empathy and tend to get pleasure out of serving others. People who are low in Agreeableness tend to put their own concerns first. In the brain, high Agreeableness has been associated with increased activity in the superior temporal gyrus, a region responsible for language processing and the recognition of emotions in others. 
• Neuroticism reflects an individual's propensity to experience negative emotions like fear, sadness, anxiety, guilt and shame when faced with stressors. It functions as an internal alarm system, where negative feelings signal that something is amiss. Those scoring high in Neuroticism tend to react intensely to such situations, whereas those scoring low are more likely to dismiss any bad feelings or setbacks. In the brain, Neuroticism appears to relate to the interconnection of several regions, including regions involved in processing negative stimuli (such as angry faces or aggressive dogs) and dealing with negative emotions. One study found an association between high Neuroticism and altered serotonin processing in the brain. 

Why Do These Big Five Personality Concentrations Exist In Different Regions? 

Although it is not totally clear just what may be driving these above—or below—average clusters of certain personality traits in certain geographic areas, research has shown that factors such as career choice and population density can play a role in personality. 

“Our cultural upbringing and environment influence our personality, and in turn, there is a sort of self-sorting dynamic at play where people may prefer to live in places that suit who they are,” said Cameron Berg, Truity’s lead researcher and co-author of the Personality Atlas research. “We know that personality has both genetic and environmental determinants. Our environments change us, but we can also change our environments.” 

For example, prior research has shown that those with lower levels of Openness and those with higher Agreeableness tend to be more prevalent in less dense and more rural areas. This supports the study’s own findings, which see the same pattern in more rural states: Iowa and North Dakota top the list of states scoring lowest in Openness and also have some of the highest percentages of rural residents. 

In addition, prior research indicates that certain professions, like computer science, may attract individuals who are more analytical and Introverted, and that those who thrive in engineering roles also tend to score lower in Agreeableness. These findings may help explain the clusters of Introversion around major tech hubs like Portland, Oregon and the low levels of Agreeableness in the center of the world’s tech economy—with San Jose, California—being ranked as the least Agreeable city in the U.S. 

What Personality Clusters Can Tell You About Where You Really Belong

“Knowing the average personality profile of people in a city can tell us all sorts of things about what it is like to live there, including the dominant values and motivations of the place and its culture,” Berg said. "These insights go a click or two deeper than a subReddit on the city’s atmosphere and may be particularly helpful for those contemplating a move. It seems like an important data point to know that you may be moving to the most Introverted major city in the US if you are a high-scoring Extravert, for example."

Truity has launched a new quiz that analyzes your scoring across the Big Five personality traits of Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism and tells you which major city may be the closest and best personality match.  Sample test results include that: 

• With its warm, social and tight-knit and hardworking community, a focus on cultural tradition and history and lively new experiences, Kingston, Jamaica will appeal to those who score higher in Openness and Conscientiousness. You will find joy, pride and comfort in Kingston’s lively streets.
• Individuals who highly prioritize Agreeableness and community spirit might find a great home in Toledo, Ohio. Known for its “midwestern niceness,” strong work ethic and neighborly environment, Toledo offers a supportive setting for those who value connection with neighbors and friendly vibes. 
• For those with quieter, more intellectual inclinations, Edinburgh, Scotland, presents an appealing prospect. Rich in history and renowned as a sanctuary for thoughtful and introspective individuals, Edinburgh provides a stimulating backdrop for contemplation and intellectual exploration, appealing to those who appreciate depth and historical significance. 

Take Truity’s free “What City Do You Belong In?” test to discover the place that matches your unique Big Five personality scores. Based on millions of Big Five personality assessments taken worldwide, this fun and insightful quiz reveals where in the world your temperament, lifestyle and values fit in most with the residents who live there. Whether you’re dreaming of a big move or just love learning more about yourself, this test is a great way to explore where in the world you belong. Take the test now!

Want to learn more about the Big Five test? The most widely accepted personality theory in the scientific community and the basis of most modern academic personality research, the Big Five has been used to illuminate everything from how much of our personality is inherited to which personality factors correlate with income. The Big Five is different from other personality systems because its model is based on trait scoring rather than types. It measures your percentage of traits along five common dimensions: Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism. Unlike the 16 personality theory of Myers & Briggs, the Big Five also measures Neuroticism.  Truity’s scientifically validated Big Five test can also be taken for free here.