In recent years with improved roads the peninsula has become popular with people employed in Geelong, with population growth in towns such as Leopold, Drysdale and Ocean Grove. The Seachange demographic phenomenon has also led to increased growth. Ironically, the Australian TV series "SeaChange" was filmed at various locations on the peninsula, particularly at Barwon Heads, which helped promote tourism on the peninsula. The peninsula is showing signs of environmental consciousness and attitudes towards sustainability, much the same as the Mornington Peninsula.