Rural American Mindset
By Melanie Wilt, APR, Shift•ology Communication
The industrialization of the early 1900s sparked migration from rural to urban areas in the United States. By 1920, for the first time, more Americans lived in urban areas than rural regions. Since then, four generations of Americans have grown up with an urban living experience. That means — a century later — for the first time in U.S. history, most Americans don’t have personal memories of visits to grandparents’ or great-grandparents’ farms or homesteads. Yet, they’re yearning for sustenance only found through open space and connection with the natural world.
Today, 60 percent of Americans live in urban areas, but the minority living in rural areas have more influence and share-of-voice than ever before, and they are closing the gap by delivering the unapologetic straight talk welcomed by people from all walks of life. This was demonstrated as widespread rural support (75 percent) for President Donald Trump in the 2024 election became pivotal to send him back into the Oval Office.
The Pew Research Center shows that 96 percent of Americans have access to the internet and 79 percent have home broadband. This connectivity is the great equalizer — allowing rural Americans to connect with one another and the wider world in ways never before possible. It is profoundly influencing the nation’s cultural landscape. This technological progress allows rural communities to maintain their way of life while participating fully in the modern economy.
Rural America has long been characterized by a distinct set of values and a unique mindset, including a strong emphasis on family and community, deeply rooted faith and traditional values, appreciation for hard work and self-reliance, and connection to the land and agricultural heritage.
With increased connectivity, these values are no longer confined to rural areas. They’re spreading across the nation, influencing urban and suburban communities alike. You might call it “Yellowstone Fever,” whereby fashion and food culture, lifestyle and conservative political leanings have become exceedingly popular in our society despite being up against Hollywood’s longstanding progressive social priorities.
The formation of social groups around common affinities is weaving a new fabric of connection that is sometimes missing in unpopulated settings. This connectivity has also amplified confirmation bias among some who blindly trust influencers wielding bucolic propaganda unsubstantiated by science or facts.
This is exemplified in a few noticeable ways:
Fashion and Style. Rural-inspired fashion has seen a resurgence, with urban dwellers embracing elements of country style. Brands that once catered exclusively to rural markets are now finding success in cities, reflecting a broader cultural shift toward rural aesthetics. Ariat is now a household brand name. Boots and turquoise are being donned by Swifties who have never deigned to step foot in a barn.
Food Culture. Farm-to-table movements and an emphasis on locally sourced, organic produce have gained traction nationwide. This trend aligns closely with rural America’s long-standing connection to agriculture and sustainable living practices. However, there are often misconceptions about commercial food production. For example, consumers are not well-informed about America’s stringent food safety measures or how the use of genetic modification is helping to fight hunger and address allergy intolerances. It seems that the connectivity created by modern technology has brushed the surface of such issues, but has miles to go in helping society draw deeper meaning about our food.
Political Landscape. The increased connectivity has allowed rural voters to organize and amplify their voices more effectively. This has led to a shift in political discourse, with rural issues gaining more prominence on the national stage. My mother is known to ask, “Did you grow up in a barn?” if I swear or use indiscriminate grammar, and I always say, “Yes, I did!” with pride. However, today’s cultural language makes it sound like we’re all sorting cattle with every adjective! She would never stand for hanging a flag or a Facebook post that said “F” anything! Rural voices have had an impact on civil discourse, and I hope the values mentioned earlier will at some point overshadow the straight-talking, foul language that seems to be taking hold in our political discussions.
It’s clear, Americans are seeking something to make them feel close to their agrarian heritage, and rural culture is filling the void through this newfound social influence. Urbanites and suburbanites are looking to supplant what’s missing, and rural influencers and zealots are more than happy to oblige with a steady stream of wholesome rhetoric.
The rural voice is stronger than ever. Greater society yearns to hear our voices. Rural Americans, like me, have the opportunity to position ourselves and our issues while people are listening. Will we be a vanguard of wholesome family values or the lot of unpolished, name-calling, hayseeds some think that we are? I believe our power is in the nuance where rural folks are not afraid to share our opinions through civil discourse while staying true to our authentic rugged charm.
Melanie Wilt, APR is the founder and CEO of Shift•ology Communication and serves as an elected Commissioner in her home of Clark County, Ohio.