McKinsey March 20, 2025
There is little agreement on how to define rural America. A more thorough understanding and appreciation of these areas could have a real impact on the people who live there.
As the US population has become increasingly concentrated in urban centers, rural communities have, at times, been an afterthought. This dynamic has allowed a number of myths to take hold, such as that rural America is “facing an irreversible decline.” However, this narrative bears little resemblance to reality: Areas outside of urban centers are actually growing and benefiting from both more diverse populations and economies.
Rural American communities are important contributors to the broader economy. In all, rural areas account for one-seventh of the total US population and approximately $2.7...
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