A Rural Brain Gain Migration

Extension is expanding its online education and resources to adapt to COVID-19 restrictions.

A father and son sitting by moving boxes

Key research findings

The population of residents ages 30 - 49 years old has increased in rural Minnesota counties.
These newcomers have significant education, skills, connections, spending power and children.
People migrate to rural communities for 1) a simpler life, 2) safety and security, 3) affordable housing, 4) outdoor recreation and 5) quality schools.
Communities can work together to attract newcomers and create a quality of life that all residents enjoy.

The changing demographics of rural Minnesota

High school graduates often leave small towns. They go to college. Or get jobs in the city. But census data shows that many come back to rural areas — often in their 30s and 40s. And they come with college degrees, work experience, professional contacts and children.

Some lifetime city dwellers move to rural areas, too. They are eager to make a new life in a rural community. These educated and skilled residents moving or returning to rural areas are a part of the brain gain.

About the rural brain gain

Learn about this demographic trend and what it means for communities through the videos and podcasts below.

Interview

Watch interview of research fellow Ben Winchester on the rural brain gain.

Keynote address

Watch keynote address from Ben Winchester at the 2014 Symposium on Small Towns.

Keynote address

Watch keynote addresses from Randy Cantrell at the 2014 Symposium on Small Towns.

Podcast

People walking down a small town street near a music store.

Hear about migration trends and how communities can attract people who want a small-town lifestyle.

Podcast

Diverse group of millennials sitting outdoors

Hear about ReGen, a rural organization that's working to grow their community's social connections.

Work with us

We can educate your community on rural demographic changes and how to attract new residents.

Bring our education to your area

Extension teaches rural communities about the brain gain trend. Bring a presentation to your community by contacting an educator in your area.

Create a recruitment plan

Extension helps communities welcome newcomers and create a quality of life enjoyed by all residents. Learn about our Making it Home program and creating a community plan to recruit new neighbors.

Community stories and conversations

There are people choosing to move to your town for what you are today and what you will be — not what you were.
— Ben Winchester

Read articles from communities and residents about the brain gain below. Hear in their own words how this trend impacts their lives.

Stories from Minnesota

Between 30 and 49 years old? New initiatives are recruiting you to move ...

(Star Tribune) More than a dozen efforts have popped up to bring in new and young people in Minnesota.

Minnesota’s rural towns are fighting brain drain by rebranding

(apolitical) Features the Upper Minnesota Valley rebranding Get Rural campaign.

Barnsville leveraged proximity to Fargo-Moorhead while keeping a small-town feel

(MinnPost) Read how Barnesville is working to stay vibrant.

Stories from around the nation

Brain gain: Professionals find niche in rural upper Midwest

(Daily Yonder) Stories about newcomers moving to rural Wisconsin and Iowa.

For Young Professionals, Rural Towns Are Doing What Cities Can’t

(Yes) Stories about newcomers moving to rural Arizona.

The struggle to stay

(RappNews) Stories about newcomers moving to rural Virginia.

Conversations about living rural

Flyover 2020: Rural America’s brain gain

(MPR News) Hear Ben Winchester offer data-driven insights to a community in Grand Rapids, Minnesota.

Moving to Greater Minnesota

(PBS Almanac) Watch a profile on a family that made a surprising move to Waseca (Minnesota) from Portland (Oregon).

Why millennials are moving away from large urban centers

(PBS News Hour) Hear Ben Winchester share insight on this trend.

Can you move to rural Minnesota and thrive economically?

(MPR News) Listen to Ben Winchester speak on the rural economy.

What it means to be 'rural by choice'

(MPR News) Listen to the discussion on choosing a rural life.

Changing rural narratives

(MPR News) Hear a conversation on living rural in Grand Rapids, Minnesota.

Newcomer perspectives

(Pipestone County Star) A series of interviews with residents who are a part of this rural brain gain.

About the research

We are doing research to learn more about rural newcomers. Explore the following reports and articles and learn more about our current findings.

Articles

Reports

Contact us

To learn more about this research, contact Ben Winchester.