More than half of the total human population on Earth lives in urban areas, where, like rural areas, geology affects us every day. Yet when we think about "geology," most of us think of the hinterlands. That needs to change, argue the authors of a new feature in EARTH Magazine discussing what the role of urban geology is, what it can be and the potential role geoscience organizations can play in curating the geologic data revealed during construction, excavations and surveys.