Research published by Northumbria University is exploring how shifting work patterns and home-buying preferences are changing rural communities

Analysis of data from the past decade shows that rural areas which attract new residents in their 20s and 30s also see more business start-ups.

This suggests that a recent growth in demand for rural living and new ways of working in the wake of the COVID-19 pandemic could launch a new wave of rural businesses.

The attractiveness of living in the country has created more commuting, increased rural house-building and pushed up property prices in many of the more accessible and picturesque rural areas, but the impact of population growth in these areas has been mixed.

The report notes that rural Britain today has “some of the wealthiest and some of the poorest people”.

The researchers comment: “We have well-connected, well-served communities with diverse business populations, but also Internet “not-spots”, pockets of hidden deprivation and villages and towns that are losing their business centres. Understanding the needs of rural communities and their businesses is a key priority as the nation emerges from the worst impacts of COVID-19.”

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Northumbria University - Rural economies boosted by new migration trends