Insights from the Orange County Community Indicators Report: What Santa Ana Businesses Should Focus on in 2025

The recently released Orange County Community Indicators Report offers valuable insights into economic, social, and demographic trends shaping the region. For Santa Ana, these findings highlight opportunities that can empower small businesses and strengthen our local economy. By aligning with these broader trends—and leveraging Santa Ana’s unique characteristics—businesses can drive growth, foster community engagement, and position themselves as leaders in our evolving marketplace. As a city rich in culture and entrepreneurial spirit, Santa Ana’s businesses have the chance to not only thrive locally but to set an example for the entire county. Here’s how Santa Ana’s small businesses can interpret and act on the data.

Santa Ana’s Youth and Diversity: A Unique Advantage

While much of Orange County’s population is aging, Santa Ana bucks the trend with a notably younger demographic. The city’s median age of 31.1 (compared to the county’s 38.7) signals a dynamic, family-oriented community. Additionally, 76.4% of Santa Ana’s residents identify as Hispanic/Latino, making it one of the most culturally rich cities in the region.

This combination of youth and diversity creates a unique consumer base that values authenticity, community engagement, and family-friendly services. Businesses that can connect with these values are better positioned to thrive.

What This Means for Businesses:

• Cultural Relevance Matters – Bilingual marketing, culturally inspired products, and community-focused campaigns can build loyalty and trust.
• Family-Centered Services – Larger household sizes (average of 3.94 members) highlight the need for family-oriented goods and services.
• Youth Engagement – Businesses can invest in programs and products that cater to younger consumers, such as tech services, education, and entertainment.

Economic Growth Starts with Small Business

Small businesses are the economic backbone of Santa Ana. The city mirrors Orange County’s trend, where 96% of companies have fewer than 50 employees. Santa Ana’s workforce thrives in industries like manufacturing (14.9%), retail (11.3%), and services (48%), sectors that are largely driven by small to mid-sized businesses.

Despite economic growth, 40% of Santa Ana households earn less than $75,000 annually, meaning businesses must balance affordability with value-driven offerings. However, the city’s median household income of $76,221 is projected to grow to $90,522 by 2027, indicating upward mobility.

What This Means for Businesses:

• Strength in Numbers – Collaborate with fellow small businesses through partnerships and cross-promotions to attract broader audiences.
• Community Networks – Engage with the Santa Ana Chamber of Commerce to access resources, workshops, and advocacy for local economic policies.
• Affordable Innovation – Develop budget-friendly products and services without sacrificing quality to appeal to mid-income families.

Housing and Workforce Retention

Santa Ana’s housing landscape presents both challenges and opportunities. With 51.4% of housing units renter-occupied, businesses must consider how housing stability affects workforce retention. While Santa Ana’s median home value of $624,165 is more affordable than the county median, housing affordability remains a key concern for workers.

What This Means for Businesses:

• Support Workforce Housing – Consider partnering with local organizations to advocate for affordable housing initiatives or offer employee housing stipends.
• Flexibility Retains Talent – Offering remote work options or flexible hours can alleviate commuting challenges and improve employee retention.
• Invest in Stability – Stable workforces are productive workforces; investing in employees’ housing or commuting solutions fosters loyalty and reduces turnover.

Cultural Identity Fuels Economic Resilience

Santa Ana’s rich cultural identity goes beyond pride—it actively fuels the local economy. With a diversity index of 81.5, the city thrives on local traditions, festivals, and community gatherings that generate significant economic activity. Residents spend generously on food away from home ($338 million annually) and entertainment, reflecting the community’s strong engagement in social and cultural activities.

What This Means for Businesses:

• Celebrate Cultural Events – Sponsoring or participating in events like Día de los Muertos, Fiestas Patrias, and local fairs creates opportunities to engage with the community and boost brand visibility.
• Highlight Authentic Offerings – Businesses that reflect Santa Ana’s cultural identity, whether through cuisine, crafts, or services, stand out in the competitive local market.
• Tourism and Foot Traffic – Santa Ana’s culture can draw visitors from across Orange County. Position your business to benefit from this local tourism potential by aligning with popular attractions and historic areas.

 As we look toward 2025, the ability of local businesses to adapt, collaborate, and innovate will play a critical role in shaping Santa Ana’s future. Each storefront, family-owned shop, and local service provider adds to the city’s vibrant economic landscape, creating jobs, strengthening neighborhoods, and fostering a sense of community.

The challenges ahead, from workforce retention to housing affordability, present opportunities for small businesses to lead by example. By embracing partnerships, supporting local initiatives, and staying actively engaged with the Santa Ana Chamber of Commerce, businesses can amplify their impact. Whether through sponsoring cultural events, participating in educational programs, or driving advocacy efforts for small business-friendly policies, each effort contributes to a stronger, more united Santa Ana.

The Santa Ana Chamber of Commerce stands ready to support this journey. Our commitment to fostering growth, providing access to resources, and strengthening the connections between businesses and the community is unwavering. From facilitating networking opportunities to championing local businesses at the policy level, we are dedicated to ensuring that every business—large or small—has the tools to thrive.

Now is the perfect time to tap into what makes Santa Ana such a vibrant place to live and do business. By working together and sharing ideas, we can open new doors and keep Santa Ana growing strong – not just for today, but for the future.