Reframing Rural America

As someone who has spent a career working alongside leaders in rural communities, the McKinsey Institute’s new report — Who is Rural America? — is both affirming and eye-opening. It challenges the outdated narrative that rural regions are fading into irrelevance and instead offers a data-driven, nuanced view of communities like ours in Appalachia. Rural America accounts for nearly $2.7 trillion in GDP and includes almost one in seven Americans. That’s not decline; that’s quiet strength. And more importantly, it’s potential.

One of the key takeaways from the report is the need for a consistent federal definition of “rural.” Right now, at least five different federal agencies use five different definitions, which complicates everything from funding access to policy implementation. For us in Appalachia, where economic development depends on clear guidance and coordinated efforts, this fragmentation is more than a technical issue—it’s a barrier to progress. The McKinsey research gives us a stronger case to advocate for clarity and smarter investment in the places we know are ready to lead. I encourage you to read and consider how we can use this insight to further our collective work in the region.