How to Reach Rural America’s Diverse Communities
Rural America is a vibrant segment of the United States population. This geographically dispersed demographic is unique in lifestyle, needs, and priorities. Rural life presents many challenges and opportunities that urban and suburban communities may not encounter in the same way. Understanding these critical differences in experience can help organizations strengthen their rural outreach initiatives. Public sector organizations that embrace a rural-focused strategy will be better positioned to foster long-term relationships in diverse rural communities.
Diversity in Modern Rural America
According to the U.S. Census Bureau, diversity in rural populations is increasing across multiple demographics. Rural residents include people from a variety of backgrounds and cultures. Diversity exists across multiple demographics, including, but not limited to: disability, education level, ethnicity/race, family structure, sexual orientation, military status, nation of origin, political affiliation, religious affiliation, and socioeconomic status. A successful rural communications and marketing campaign will reflect the diverse rural communities they are intended to serve.
Here are a few diversity-related insights from recent rural market research:
Hispanics are the fastest-growing segment of the rural population.
The disability rate in Rural America is higher than it is in the total U.S. population. Modern rural residents often encounter geographic-specific challenges to healthcare access and rely increasingly on unpaid family caregivers to provide many support services.
Immigrants account for population growth in many rural areas in the United States.
Rural residents that identify as members of the LGBTQIA+ community are similar to urban and suburban residents.
Veterans comprise approximately 10.4 percent of the population of adults in rural areas - a higher concentration of veterans than observed in urban and suburban populations. According to the Department of Veterans Affairs, approximately a quarter of U.S. veterans return to rural communities after leaving military service.
These diversity-related insights should prompt communications and marketing professionals to evaluate the way diversity, equity, inclusion, and accessibility (DEIA) practices are integrated into rural outreach initiatives.
When reflecting on how to reach Rural America’s diverse communities, ask yourself:
What language options are utilized in rural community campaigns?
Are digital communications Section 508 compliant?
How are family caregivers incorporated into organizational communications?
What family structures are highlighted in campaign assets?
How are military veterans and family members portrayed in campaign assets?
What religious holidays and observances are included in organizational communications?
Can people living with disabilities access your organization's online spaces and engage with campaign multimedia?
Millennials and Gen Zers: Renewed Interest in Rural Life
While the majority of America’s population currently lives in urban areas, recent surveys have revealed that many urban residents report an interest in relocating to a rural community. Rural life often offers a lower cost of living, less crime, increased access to outdoor recreation, and an overall improved quality of life compared to many urban areas. As the pandemic spread across the United States, we observed a drastic shift in migration patterns as urban-dwelling residents sought out more rural areas in which to reside. These pandemic-directed moves were prompted by social distancing and powered by some professions' ability to work remotely.
Rural life offers a lot to today’s generations, especially to Millennials and Gen Zers that are looking for affordable places to live that offer access to outdoor rec and internet connectivity. While rural communities were somewhat slower than urban and suburban communities in broadband access, the past few years have seen great strides in increased connectivity for rural areas. Multiple federal and state government programs supporting internet access for rural residents have been funded all across the United States in an attempt to close the geographical digital divide. Rural communities that offer internet access are positioned to recruit remote workers from larger cities - a population shift that promises immense economic development potential for Rural America.
Millennials are Gen Zers are the two most ethnically and racially diverse generations in American history. These two generations prioritize diversity, equity, and inclusion practices in the organizations they patronize, support, and work for/with - views that don’t necessarily align with traditional political party affiliations. As rural communities across America see population growth along these generational lines, diversity, equity, inclusion, and accessibility (DEIA) practices in communications and marketing are likely to become increasingly important.
Rural America Is Not a Monolith
It’s important to remember that Rural America is not a monolith. Every rural community is unique in its culture, demographics, experiences, needs, and priorities. Organizations that are committed to rural outreach success will invest in market research specific to the rural communities which they are interested in reaching. A rural community in the Panhandle of Florida may be different from a rural community in the Flint Hills of Kansas. An effective rural-informed outreach strategy will include content and messaging that reflects the people actually living in today’s diverse rural communities - not generalizations or stereotypes of rural residents. Once organizations have a data-supported approach to rural communities included in their target audience, they can optimize campaign assets and delivery.
Learn more: 6 Social Media Tips for Rural Audiences
Rural Communities are Dynamic
Additionally, Rural America is not stagnant; instead, they are dynamic - constantly changing and innovating in response to an always-evolving world. Rural-focused organizations should incorporate community listening strategies in the overall outreach strategy to stay apprised of current events and updated information regarding community member attitudes, priorities, and values. The demands of rural life are influenced by a variety of external and internal factors that frequently change. Organizations seeking sustainable success in engaging rural communities should recognize the dynamic operating environment and take steps to stay up to date on a constantly evolving situation.
Learn more: 5 Rural Marketing Tips
Are you ready to reach rural communities?
Becker Digital is available to support your organization's rural outreach initiatives. We have demonstrated past performance in rural communications and marketing success in government and nonprofit sectors. As rural entrepreneurs and residents, we understand the unique challenges and opportunities modern rural residents encounter. We are passionate about supporting our diverse rural communities and the organizations that serve them. Contact us to discuss your organization’s rural community outreach.
Becker Digital is proud to be a CVE-verified Service-Disabled Veteran-Owned Small Business (SDVOSB), SBA-certified HUBZone Business, and Virginia SWaM-certified (Micro, Small, and Service-Disabled Veteran-Owned) Business.
2023 WHITE PAPER
Rural Outreach: Engage Rural America
Rural America is a vibrant segment of the United States population. Rural populations are unique in lifestyle, needs, and priorities. Organizations that embrace a rural-focused strategy will be better positioned to foster long-term relationships in diverse rural communities.
Discover what makes rural life unique, and learn how organizations can effectively engage rural populations in our white paper.