Rural America is home to 46 million people, yet it remains under-researched. A McKinsey Institute for Economic Mobility study, led by Senior Partner Shelley Stewart III and coauthors, explored rural America by segmenting it into six distinct archetypes, each demonstrating varying economic drivers and levels of resident well-being. For example, agriculture accounts for more than 20.0 percent of GDP in the agricultural powerhouses, and those regions have a 59.8 percent labor force participation rate. Resource-rich regions generate twice the GDP per capita compared with agricultural powerhouses, but these areas saw a 6 percent GDP decline between 2020 and 2022. To catalyze economic development, the report suggests focusing on businesses, workers, and basic needs by establishing partnerships to support entrepreneurs, investing in anchor institutions such as universities, and prioritizing postsecondary preparedness and connectivity for K–12 students. Click through the interactive to see more.
To read the article, see “Small towns, massive opportunity: Unlocking rural America’s potential,” August 4, 2025.