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Gone country … New USA Today reporting highlights a growing trend of young Americans moving away from large metropolitan areas to small towns and rural communities. This shift, which began during the pandemic, has continued well into 2024. According to a University of Virginia study, adults aged 25 to 44 have driven population growth in these areas, reversing decades-long trends of urbanization.  The migration is largely fueled by several factors, including the rise of remote work, the high cost of living in major cities, and a desire for more affordable housing. In cities like San Francisco, where the average home costs $1.3 million, younger people are opting for rural towns such as Jefferson, Georgia, where homes average $410,900 (Source: Zillow). Remote work, though scaled back by some companies, remains at about 20% to 25%, allowing more flexibility in where people choose to live, per Goldman Sachs estimates.

This shift is not just about affordability. Rural areas are also drawing people for their space, natural beauty, and growing entrepreneurial opportunities. As a result, rural America is seeing a modest population resurgence after years of stagnation. The U.S. Department of Agriculture notes that rural populations grew by 0.25% from July 2020 through June 2022, driven by net migration gains.  While many rural counties continue to lose residents, others, especially those near urban centers or with strong recreational appeal, are benefiting from the influx. This migration is reshaping local economies, boosting housing demand, and providing new opportunities for businesses in smaller towns across the country.