Why Shreveport’s comeback starts with you

Let me ask you something: When was the last time you heard someone say something good about Shreveport? When was the last time someone bragged about our city like they do Austin, Nashville or Dallas? It’s not that we don’t have things to brag about — we do. But we’ve let the headlines write our story, and most of those headlines aren’t doing us any favors.

And here’s the problem: Negativity sells.

It travels faster, sticks longer and weighs heavier on the mind. Psychologists refer to it as “negativity bias.” It means we’re hardwired to pay more attention to bad news than good.

From an evolutionary standpoint, this makes sense. Our ancestors survived by remembering danger. If you forgot where the lion was yesterday, you didn’t get a second chance. The brain has evolved to give greater weight to negative stimuli, allowing it to avoid threats and stay alive. But in today’s world, where the threats are more emotional and social than physical, that same wiring can work against us.

It’s why we remember the one time we got embarrassed more vividly than the 10 times we were complimented. It’s why a rumor spreads faster than the truth. And it’s why so many good people have begun to believe that things are always better somewhere else.

According to the latest U.S. Census estimates, Shreveport lost 10,962 residents — nearly 6% of its population — from 2020 to 2024. And on paper, it looks like people just gave up on the city. However, I’d argue something deeper is going on: People didn’t just leave because they had to; they left because they believed they had to. They believed there was no hope, no opportunity, no future here. And that belief? It’s not just toxic, it’s contagious.

After all, perception is powerful. People don’t always act on facts; they act on feelings. If you feel stuck, you’ll change jobs, move to another city, divorce one spouse and remarry another, not always because something’s wrong, but because they’re convinced something’s better somewhere else. It’s that old lie: The grass is always greener on the other side.

But let me give you the truth: The grass is only greener where you water it. If you’re unwilling to mow, fertilize, pull the weeds and give it a little sunshine, your grass will die no matter where you live. Moving won’t fix it. Running won’t fix it. Only working on it will.

And that’s exactly where we are in Shreveport.

Sure, we need more economic development.

Yes, we need safer neighborhoods, better schools, streets with fewer potholes, etc. But let’s not fool ourselves into thinking a feel-good, flashy advertising campaign or a big ribbon-cutting ceremony or any single benefactor (like 50 Cent or some big new employer) is going to magically change everything, because, if more and more people have already given up, it doesn’t matter.

Reviving Shreveport isn’t just about policy or promotion, it’s about attitude. And attitudes aren’t formed in government chambers or marketing firms. They’re formed around dinner tables, at Little League games, in grocery store aisles, in churches, and, yes, on social media. They’re formed in you and me — every single day.

So, how do we turn this around? We start by catching ourselves when we’re about to speak negatively and asking, “What’s good here?” We start investing in what we want to see more of instead of complaining about what we don’t. We take pride in where we live, even when the naysayers say otherwise.

And we stop looking for greener pastures and start looking at the seed in our own hands.

Because, my friends, you can’t fix a city by abandoning it, just like you can’t repair a relationship by running away from it or getting better at anything if you don’t do the work.

You can only fix it by first believing in it.

Belief in us is what fuels change. It’s what keeps families planted, gives entrepreneurs the courage to open businesses and keeps neighborhoods from hollowing out from the inside.

The truth is, Shreveport’s story isn’t finished — not even close — no matter what the U.S. Census estimates show. However, how the next chapter gets written depends on how we think, speak and act.

This city doesn’t need a miracle. It just needs each of us to give it a little sunshine.

Louis R. Avallone is a Shreveport businessman, attorney and author of “Bright Spots, Big Country, What Makes America Great.” He is also a former aide to U.S. Representative Jim McCrery and editor of The Caddo Republican. His columns have appeared regularly in 318 Forum since 2007. Follow him on Facebook, on Twitter @louisravallone or by e-mail at louisavallone@mac.com, and on American Ground Radio at 101.7FM and 710 AM, weeknights from 6 - 7 p.m., and streaming live on keelnews.com.