Building a Rural Renaissance: How Local Businesses are Changing the Landscape

by Hanna Nuss

For decades, rural communities have been seen as places people leave, not places they build. Opportunities, growth, and innovation have too often been tied to big cities, leaving small towns fighting to stay relevant. But what if we’ve been looking at it all wrong? What if rural communities are not dying but are, in fact, on the verge of a renaissance?

At Local., we believe small towns don’t need saving—they need investment. Not just financial investment, but investment in ideas, in people, and in the belief that thriving communities don’t have to exist only in urban centers.

The Power of Local

Through Local.—a hyper-local gift shop sourcing products from within 40 minutes of our storefront—we’re proving that rural economies can be vibrant and self-sustaining. By prioritizing local makers, we’re keeping money in our communities, creating opportunities for small business owners, and challenging the outdated idea that rural success must come from outside investment.

Small towns have always been places of resilience, creativity, and ingenuity. The problem isn’t a lack of talent—it’s a lack of visibility. By creating platforms that elevate local entrepreneurs, we’re not just selling products; we’re telling the stories of the people who make them. And when people see those stories, they start to believe in the power of small-town entrepreneurship again.

Redefining Growth

Economic development in rural America has long been defined by big wins—bringing in a major employer, securing a large corporate investment, or landing a big-box store. But what if growth looked different? What if instead of chasing large-scale industry, we nurtured small businesses? What if instead of looking for one company to provide 100 jobs, we helped 50 small businesses grow by two employees each?

That’s the shift we’re working toward. We’re proving that small-scale, localized growth can be just as impactful—if not more so—than traditional economic development strategies. It’s not about waiting for someone to save us. It’s about taking ownership of our own future.

A Movement, Not Just a Business

The work we’re doing through Local., Local Pub. Co., and Local Foundation isn’t just about selling goods or creating new platforms—it’s about reimagining what’s possible. It’s about showing people that small towns can be places of opportunity. It’s about proving that investing in our own communities pays off. And, most importantly, it’s about inspiring others to do the same.

Rural America isn’t fading away. It’s waking up. And we’re just getting started.

Join the Conversation

If you’re passionate about building stronger rural economies and creating opportunities for local businesses, let’s connect. Whether you’re an entrepreneur, a community leader, or just someone who believes in the power of small towns, we’re in this together.