Groningen is a university city pur sang. A third of its population falls in the age-group 18 – 30 years, and 90% of this age category has pursued or is pursuing higher education. The City of Talent is a long-running campaign by the city of Groningen to showcase the dynamism and innovation that results from such a young, talented population, and is aimed at helping keep the city vibrant and healthy in the face of changing demographics and the globalisation of research and education.