Young Americans Returning to Rural for More than Just Holiday Dinners
by Caroline Tremblay, The Daily Yonder August 5, 2024 Kansas: Elevate the work of younger people In rural Kansas, if you’re between the ages of 21 and 39ish, you might be considered a PowerUp — but not just because of your age or location. A PowerUp is someone who is rural by choice. “The name […]
Stay Work Play NH’s Policy and Pints series at Post and Beam Brewing in Peterborough, NH in January. (Photo submitted)
Kansas: Elevate the work of younger people
In rural Kansas, if you’re between the ages of 21 and 39ish, you might be considered a PowerUp — but not just because of your age or location. A PowerUp is someone who is rural by choice.
“The name was created to illustrate the goal of empowering and moving younger people in rural communities into positions of leadership and influence,” Simone Elder said.
She is the PowerUp & Engagement Manager for the Kansas Sampler Foundation (KSF), which focuses on preserving and sustaining rural culture. “For years, returning to rural has gotten a bad rap — the perception that it’s less than or someone failed at their bigger endeavors elsewhere,” Elder said. But KSF has been working to shift that mindset.
Despite old narratives about small towns being places to escape, grassroots leaders and policymakers in rural communities nationwide are exploring ways to attract young people to these places and make them feel at home there.
For example, KSF is challenging residents to envision new possibilities by getting out on the back roads to experience overlooked assets in their hometowns. “Through the Big Kansas Road Trip, we help Kansans and other visitors from outside the state to see Kansas with new eyes,” Elder said.
After identifying PowerUps as some of the strongest assets available, KSF has emphasized cultivating rural influencers. “There’s tremendous value in having an older person visibly and intentionally elevate the work of younger people in rural,” Elder said.
Many PowerUps KSF has interviewed express wanting a sense of community, especially when it comes to raising kids, and a number have voiced entrepreneurial aspirations. Elder noted that while being rural by choice can mean loving where you live, it can sometimes feel lonely or frustrating. “It doesn’t mean you chose wrong,” she said. It’s about having a strong network of champions that can move forward together.
Nebraska: Community funds address top needs
In neighboring Nebraska, Megan Helberg has become one of those champions. Fifteen years ago, she was a “returner.” Similar to Kansas, Nebraska was having an issue telling its own story. “We used to kind of joke about how small we were,” Helberg said. “But we started to realize that people listen to what you say.”
Helberg, who decided to return despite that old narrative, is now a local rancher and secondary school teacher. She also sits on the Board of Directors for the Nebraska Community Foundation and serves as chairperson for the Calamus Area Community Fund.
She is one of many spreading the message that young Nebraskans should go explore but then bring their greatness back. “We need you here, we want you here, and you can make a great life here,” she said. In 2024, her school’s senior class had six graduates, all of whom are heading off to college. But 75% are committed to coming back to help with an existing business or start one of their own.
Creating the climate for those kinds of endeavors is where the community fund comes in, relying on unrestricted endowments, local bank accounts that accept donations from community members. Only the accumulated interest can be spent and all funds must be poured back into the community.
“It has been absolutely transformational,” Helberg said. In her area, the community fund has supported the renovation of neglected homes, making the properties available again to combat the housing crisis. Two new childcare centers have also opened with local support, as well as additional funding sources.
New Hampshire: Housing and childcare top barriers
While these grassroots efforts show the power of community when everyone joins in, there is also critical work happening at the policy level across the country. New Hampshire-based Stay Work Play is a non-profit making it easier for young people to call the Granite State home.
Part of its approach is non-partisan, issues-based advocacy informed by statewide data collection. Take, for instance, Stay Work Play’s Policy & Pints series, which gathered young locals at area breweries for focus groups to identify barriers to feeling welcome and secure in New Hampshire.
Unsurprisingly, housing and childcare were high on the list. “We’re not experts ourselves in housing or childcare, but we do work with partners across the state for whom this is their business,” said Will Stewart, executive director.
Stay Work Play is supporting greater investments in the state’s workforce housing fund and advocating for the ability to build smaller units on smaller lot sizes. “Things that young families need to get a toehold here in the state,” Stewart said.
In addition, he’s seen “a return to older models,” like employer-supported housing. Some companies are paying existing employees to house new ones until they’re able to secure stable living situations. A leading healthcare provider has also been exploring options to develop on land already under its ownership. “But they’re just one example of a company that’s looking for novel solutions,” Stewart said.
Beyond these logistical factors, social infrastructure is a key element that’s sometimes less talked about. In New Hampshire, young residents reported high satisfaction with “being able to get out of work and 30 minutes later be on the ski slopes or out hiking or on a paddleboard,” Stewart said. But making friends or finding a date can mean an ever-expanding search radius on social apps. The need for more “third places” where people can gather organically is strongly felt.
As small towns rise to the challenge, sharing a new narrative through effective branding and marketing is essential. Stewart points to Littleton, a rural New Hampshire town that has cultivated a buzzing downtown, food and drink scene, and outdoor recreation network.
For potential “returners” who may not have been back except for holiday dinners, “they probably don’t have an understanding of places, like Littleton, that have changed, and to use a scientific term, gotten cooler,” Stewart said. That’s an opportunity for a redefined rural place to find its people.
Caroline Tremblay is a freelance writer who covers Radically Rural, an annual two-day summit on rural issues held in Keene, New Hampshire. This year’s event, featuring the people and organizations cited in this story, will take place September 25-26. For more information, and to register for this year’s summit, visit radicallyrural.org.
This article first appeared on The Daily Yonder and is republished here under a Creative Commons license.