A five-county region in central Wisconsin will need more than 11,000 additional housing units by 2040 to meet projected demand, according to a study from economic development group Centergy. 

The organization, which focuses on Adams, Lincoln, Marathon, Portage and Wood counties, yesterday released its Regional Housing Study. It highlights the “growing need for affordable, workforce-ready housing” across these counties even as changing economic trends have led to fewer residents than previously expected. 

The study references earlier figures from the state Department of Administration, which in 2013 projected the region would have 142,506 households by 2020. An updated estimate for 2023 puts that figure at 140,380, reflecting that the region didn’t grow as quickly as initially expected. But the region did see an “unexpected population bump” between 2020 and 2024, authors note...

...See the study. 

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Leo’s notes: A new study from Centergy makes one thing clear: central Wisconsin’s housing shortage is not a future problem — it’s a now problem. With more than 11,000 units needed by 2040, Marathon County alone will account for over half the demand. Without action, rising competition for limited housing will continue to push prices out of reach for working families and seniors alike. The good news? Solutions exist — from zoning reforms to employer-backed housing — but they require urgency and political will. Every unit built helps keep our workforce local, our economy strong, and our communities livable.