Janesville and Rock County sit at an important crossroads.
Our community has long been known for its manufacturing strength, entrepreneurial spirit and ability to adapt through change. Today, new opportunities are emerging in areas such as advanced technology, workforce development, housing and regional collaboration. At the same time, communities across Wisconsin face growing challenges related to population growth, talent attraction and economic competitiveness.
Those topics were the focus of the recent City of Janesville Business Leaders Update, which featured a panel discussion including: Shar Hermanson, President and CEO of Forward Janesville; Zach Brandon, President of the Greater Madison Chamber of Commerce; and Kurt Bauer, President and CEO of Wisconsin Manufacturers & Commerce.
WATCH THE PANEL DISCUSSION HERE
While the conversation examined statewide trends, much of the discussion centered on a critical question: How can Janesville position itself to succeed in the next chapter of its history?
Several key themes emerged.
Wisconsin's Biggest Challenge: People
According to the panelists, Wisconsin's long-term economic outlook is tied directly to its ability to attract and retain people.
Like many Midwestern states, Wisconsin faces demographic headwinds. Fewer young people are entering the workforce, birth rates have declined, and many communities are struggling to replace retiring workers.
For employers, this means workforce shortages remain one of the most significant barriers to growth. This was reflected locally in Forward Janesville’s recent Business Retention and Expansion survey.
The consensus from the panel was clear: Talent attraction is no longer just a workforce issue — it's an economic development issue.
Talent Attracts Business
While tax policy and business climate remain important considerations, panelists emphasized that access to skilled workers increasingly drives business location decisions.
Companies want to invest where they can find the talent they need. Communities that can attract and develop that talent will have a competitive advantage.
The discussion highlighted the importance of viewing economic development through a regional lens. The Madison-to-Rock County corridor was frequently referenced as an interconnected economic region where success in one community can benefit the entire area.
Rather than competing with one another, communities have opportunities to work together to attract employers, residents and investment.
Housing Matters More Than Ever
A growing workforce requires places for people to live.
The panel discussed housing as one of the most pressing challenges facing communities throughout Wisconsin. In Janesville and Rock County, housing availability remains tight, creating challenges for employers trying to recruit new workers. This is why we chose Housing as the key topic at our most recent CivicCon event.
More housing options at a variety of price points can create opportunities for residents at every stage of life while supporting future growth.
The message was simple: if communities want to attract people, they need places for those people to call home.
A Growing Opportunity in Advanced Technology
One of the most optimistic portions of the discussion focused on emerging industries that are helping shape the future of Rock County.
The region continues to gain momentum in sectors such as biotechnology, fusion energy, advanced manufacturing and medical isotopes. Companies like SHINE Technologies and NorthStar Medical Radioisotopes were highlighted as examples of innovative employers helping position the region as a center for cutting-edge technology.
The recent Wisconsin Technology Council talent recruitment grant awarded to support Rock County employers was cited as another step forward in building a stronger innovation ecosystem.
For a community with deep roots in manufacturing, these industries represent exciting opportunities for diversification and future growth.
Economic Competitiveness Requires Predictability
The panel also discussed Janesville’s upcoming November referendum related to large-scale development projects. While viewpoints may differ on the proposal, panelists emphasized the importance of maintaining a predictable environment for investment and economic growth. They noted that site selectors and developers often evaluate communities based on certainty, timing and the ability to move projects forward efficiently.
As the community continues this conversation, the broader question remains how Janesville can position itself to compete for future opportunities while balancing community input and long-term growth.
Why Regional Collaboration Matters
A recurring theme throughout the discussion was the importance of collaboration.
Whether the conversation centered on workforce development, housing, infrastructure or economic development, panelists emphasized that today's challenges do not stop at city, county or municipal boundaries.
Businesses, workers and consumers move throughout the region every day. As a result, the strongest opportunities often come when organizations and communities work together toward shared goals.
Looking Ahead
The discussion served as both a reality check and a reminder of the opportunities ahead.
Wisconsin faces real challenges, including workforce shortages, demographic shifts and affordability concerns. At the same time, communities like Janesville and Rock County are well-positioned to capitalize on emerging industries, strengthen regional partnerships and continue building an environment where businesses and residents can succeed.
The future is not predetermined.
As several panelists noted, communities have the ability to shape their own trajectory through thoughtful planning, strategic investment and a commitment to working together.
For Janesville and Rock County, that work is already underway.