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The population of rural America has changed significantly during the past 40 years, which is commonly referred to as the rural rebound. Nationally, the rural population has increased by 11% since 1970. While retirement and recreational counties account for the bulk of this population growth, the story of rural population change is interesting and nuanced – especially when we consider that 40% of all people move to a new home in any five year span. Since 1970 there have been newcomers aged 30-49 moving into small towns, which positively impacts our social and economic structures. At the same time, there is a new urbanity found across the rural landscape that changes how we look at urban-rural interactions. The next 15-20 years appears to be a great opportunity for American small towns, as a once tight housing supply begins to open up through the changing residential preferences of the retiring baby boomer generation. Overall, as we look to the future, the implications of these changes are positive ones for all of our small towns and open country places.