Signs of Success: Why Connection and Social Infrastructure Matter for Business Growth in Waterloo Region
This article was featured on page 20 in the Greater KW Chamber of Commerce’s January / February edition of the Chamber Advocate. Click here to view the full Advocate directly on their website.
Waterloo Region has been the fastest growing metropolitan area in Canada. With Canada itself growing faster than almost any other country in the developed world, it means our region has expanded at a pace matched by very few places anywhere. Our employment and GDP growth reinforce this trend, placing Waterloo Region near the top of national comparisons over the last decade. Add to that our depth of innovation in technology, manufacturing, education, and health, and it becomes clear that very few regions, anywhere, are moving at this pace. Yet growth alone does not tell the whole story. The real signs of success are not only about how many people live here. They are also about how connected people feel, how vibrant our communities are, and how effectively businesses and civic life work together to create shared prosperity.
Beyond Growth: The Indicators That Matter
The 2025 Waterloo Region Vital Signs® Report offers valuable insight into our next opportunities for success. While our economy is strong, life satisfaction and sense of belonging lag behind most regions in Canada, a pattern that emerged during the pandemic and has been shaped by our rapid growth. Ways that we typically view participation in community life - volunteering, arts and culture, recreation - have not fully rebounded since the pandemic. Libraries, festivals, and service clubs report lower engagement, and volunteer recruitment remains one of the more stubborn challenges for charities and nonprofits. Why does this matter for business? Because belonging and wellbeing aren’t just social issues. They’re economic ones. Communities with strong social infrastructure (shared places and shared experiences to meaningfully connect) are more resilient, more attractive to talent, and more supportive of local enterprise. When people feel connected, they stay longer, spend more, and contribute to the local economy. Connection fuels trust, trust fuels wellbeing, and wellbeing fuels growth. The Business Case for Connection A landmark 2024 University of Oxford study examined 90 workplace wellbeing interventions across 200 organizations and 40,000 employees. The findings were clear: most popular wellness programs, whether they be apps, step challenges, or stress webinars, had no measurable impact on employee wellbeing or retention. The one intervention that consistently worked? Volunteering. Employees who participated in volunteer programs through their workplace reported higher purpose, stronger social networks, and better mental health. These are precisely the factors that predict engagement, lower burnout, and improved performance. In other words, the activities that strengthen the social fabric of the community also strengthen the fabric of the company. For businesses competing for talent, we feel this is a strategic insight. Investing in connection through volunteer programs, partnerships with local organizations, and support for civic spaces, isn’t charity. It’s a competitive advantage.
Civic Infrastructure: An Economic Engine
A recent Medium.com article ‘How Civic Infrastructure Powers Small Local Businesses’ suggested that our public spaces aren’t just amenities. They’re economic drivers. Parks, libraries, trails, and cultural hubs create places where people linger, connect, and spend. They generate foot traffic for local shops, foster neighbourhood identity, and make communities more attractive to residents and visitors alike. Consider a vibrant downtown square with seating, shade, and programming. It’s not just a nice-to-have. It’s actually a magnet for activity. People who come for a concert or farmers’ market often stay for lunch, browse local stores, and return for future events. The article suggests there is a multiplier effect of civic infrastructure: every dollar invested in public space can ripple through the local economy. Visit wrcf.ca/vital-signs to access the 2025 Vital Signs © Report. We already see early signs of success in Waterloo Region. Festivals and public events continue to bring people back into shared spaces, and our downtowns are being reinvigorated through the combined efforts of BIAs, local businesses, arts and nonprofit groups, and municipal partners. These collaborations show how powerful cross-sector action can be in strengthening connection and supporting economic vibrancy. For Waterloo Region, this matters more than ever. Our population has become younger and more diverse more quickly than any other metropolitan area in Canada. With a median age of 35, five years below the national average and the lowest in the country, and with a rapidly expanding newcomer community, these demographic shifts are reshaping what our region needs to thrive. These residents value experiences, connection, and authenticity. They want neighbourhoods that feel alive, workplaces that reflect community values, and opportunities to engage beyond the workplace. Businesses that align with these expectations by supporting social infrastructure and fostering connection will win in the talent marketplace.
Practical Steps for Businesses
So how can companies turn these insights into action? Here are three strategies that deliver both social and business returns:
Champion Workplace Volunteering
Consider paid volunteer days or project-based skill-sharing with local nonprofits. Partner with organizations that align with your values, whether that’s arts, environment, social services, or employment readiness. Volunteering builds purpose and connection for employees while strengthening our community fabric.Invest in Civic Spaces and Events
Sponsor neighbourhood festivals, recreation leagues, or cultural programming. These investments create vibrant public life, attract foot traffic, and reinforce your brand as a community builder. Even small contributions, like funding seating in a park or supporting a local arts event, can have outsized impact.Collaborate Across Sectors
Join coalitions focused on building or strengthening our social infrastructure. There are always groups and committees advising libraries, parks and trails, and cultural hubs. Businesses, nonprofits, and governments each have a role to play. When sectors collaborate, the result is not just better spaces. We build stronger networks, shared resources, and a more resilient region.
Shared Prosperity: The Ultimate Sign of Success
With the region projected to reach one million residents, we face an important challenge: ensuring that this growth supports connection, wellbeing, and community life instead of putting additional pressure on them. The Vital Signs report shows how quickly our community has already changed over the past decade, and this pace of change creates a significant opportunity for businesses to help shape and prosper from what comes next. Businesses have a pivotal role in shaping that future. By investing in connection and social infrastructure, businesses won’t just do good, they’ll do well. They’ll create workplaces where employees thrive, neighbourhoods where customers linger, and a region where economic and social health reinforce each other. Growth may seem inevitable. Shared success is a choice. The Vital Signs report makes clear that strengthening belonging and community connection is one of the most important choices we can make, and doing so will help ensure Waterloo Region remains one of the most dynamic and resilient communities in the country.
Visit wrcf.ca/vital-signs to access the 2025 Vital Signs® Report.
Eric Avner is the President & CEO of Waterloo Region Community Foundation (WRCF), leading innovative work to strengthen social infrastructure and build a more equitable, connected, and sustainable Waterloo Region. www.wrcf.ca