Rural Diversity: The Untapped Opportunity for Corporate America

Rural America is home to 20% of the US population but only receives 5% of large philanthropic grants. By directing more corporate citizenship resources to rural communities, US firms can address pressing needs, advance their commitments to diversity and socioeconomic development, and help reduce economic and political alienation.

Insight for What’s Ahead: Rural America is highly diverse, as illustrated in the map below. People of color represent 24% of the rural population, and include people from a wide range of backgrounds that varies significantly by region.  As companies rethink their diversity, equity & inclusion (DEI) efforts in light of rising ESG backlash, the recent Supreme Court decision on affirmative action, and other diversity-related litigation, they should not overlook the value of supporting rural communities as a way of serving all Americans regardless of background.

Source: American Communities Project, A New Portrait of Rural America, 2019

To effectively address rural needs, companies should approach rural communities as learners, not experts; align programs with existing government initiatives; and focus on those fundamental areas that will improve quality of life and drive rural economic growth—such as education, entrepreneurship, and health care. Our latest report provides further actionable insights in this area.