Getting the Rural Swagger Back
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The keynote presentation from Robin Rather for Cross-Currents: Art + Ag Powering Rural Economies
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Getting the Rural Swagger Back
- 1. Getting The Rural Swagger Back Keynote Remarks by Robin Rather | September 3, 2014
- 2. 1 “Most people are on the world, not in it -- have no conscious sympathy or relationship to anything about them -- undiffused, separate, and rigidly alone like marbles of polished stone, touching but separate.” John Muir
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- 6. 5 Jean Rather, Artist www.jeanrather.com
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- 8. 7 Dino Kingfisher, Artist Talaquah, Oklahoma
- 9. Seismic Shifts Since 9/11 (partial listing) Global terrorism Attitudes towards oil and energy completely changed Systemic economic failure – U.S. and worldwide Housing collapse “Banksters” / bitterness towards Wall Street Weather-related catastrophes aka climate change Political stalemate after sky-high expectations Constitutional protections rolled back Divisive attacks on immigrants Citizens united, corporate “personhood” and the rise of “Super PACs” “Rich elites vs. the 99%” 8
- 10. American Psyche is Different and the Emotional Context Has Drastically Changed Anger New insecurity New frugality Craving positive change and stability but not getting direction from (any) leaders Willing to do what ever it takes to make it better “Rebuilding the economy and creating new jobs is the biggest issue of our generation.” 82% of U.S. general public agrees. Most connected generation(s) ever: texting, Facebook, Google, LinkedIn, Twitter, YouTube, etc. 9
- 11. What Is New? Emotional intensity – fear about jobs/the economy, anger at bank bailout/Wall Street, frustration with Obama, extreme insecurity. Pervasive sense that both national parties have sold out and role of corporate money is out of control. Rise of the “Tea Party” – including the independent/grassroots and “astro-turf” segments. Multi-cultural and multi-generational connectivity. Corporatization and centralization have run their devastating course: But What is Next? 10
- 12. 40% of Americans Now Make Less Than 1968 Minimum Wage Nonfarm Business: Labor Share (1992=100) Source: http://blog.ourfuture.org/20130219/40-of-americans-now-under-former-minimum-wage 11
- 13. Lagging Parents in Wealth-Building Source: http://www.nytimes.com/2013/03/15/business/younger-generations-lag-parents-in-wealth-building.html?_r=0 12
- 14. Half of Communities Worse Off Now Compared to 5 years ago, is living in your community generally better for most people, worse for most people or about the same? 49% 35% 6% 11% Worse Better The same Don't know Segment Sub-Segment % Worse Political Affiliation Democrat 34% Republican 61% Independent 45% Race/Ethnicity White 54% African American 32% Hispanic 39% Type of Community Urban 40% Suburban 45% Rural 58% Small Town 68% Source: APA Planning Priorities Poll 2012 13
- 15. Not Enough Economic Planning Do you agree or disagree with the following statement? “My community is doing enough to address the economic situation.” 28% 28% Agree 44% Disagree Don't know Source: APA Planning Priorities Poll 2012 14
- 16. Market Forces Alone Are Not Enough Some people believe that community planning is a necessary part of improving the U.S. economy and encouraging job growth, while others believe that “market forces” alone will help the economy and bring more jobs. Which of the following statements comes closest to your belief? 14% 11% 9% 66% Market forces alone will help the economy and bring more jobs Community planning is needed for economic improvement and job growth Both community planning and market forces are necessary for economic improvement and job creation Don't know Segment Sub-Segment % Market Forces Alone Enough Political Affiliation Democrat 6% Republican 22% Independent 14% Race/Ethnicity White 15% African American 8% Hispanic 15% Type of Community Urban 13% Suburban 14% Rural 23% Small Town 9% 15
- 17. Rural Counties Cover 72% of U.S. Land Area and Include 15% of U.S. Residents 16 Source: http://www.census.gov/newsroom/cspan/rural_america/20130524_rural_america_slides.pdf
- 18. Urban America Was Much Smaller in 1970, with Fewer Metropolitan Areas and Smaller Suburbs 17 Source: http://www.census.gov/newsroom/cspan/rural_america/20130524_rural_america_slides.pdf
- 19. Rural Counties Are Diverse, with Major Regional Differences in Economic Specialization 18 Source: http://www.census.gov/newsroom/cspan/rural_america/20130524_rural_america_slides.pdf
- 20. What Is the Rural Mission / Objective/ Purpose? Increase revenues? Job creation? Attract talent? Increate population? Increase visitors/tourists Create your brand? Protect the rural character/ fend off urban encroachment? Compete with other places? Boost the economy? Survive? 19
- 21. The Rural Paradox Stay true to your core and to your heritage AND AT THE SAME TIME Adapt to rapidly changing and often disruptive conditions including but not limited to: Climate change Drought Technology Multiculturalism Multi-generational End of fossil fuel Economic chaos and “austerity” 20
- 22. Federal Government: Not the Answer 26 Source: http://www.people-press.org/2013/10/18/trust-in-government-nears-record-low-but-most-federal-agencies-are-viewed-favorably/
- 23. We must trust our own thinking. Trust where we're going. And get the job done. Wilma Mankiller Chief of the Cherokee Nation 1987- 1995 22
- 25. Problems With Cities Fiscal Ponzi scheme often compared to Housing Bubble in potential downside Financial implosion means Detroit style bankruptcy Even the “healthiest” smokin’ hot economic growth means gentrification and skyrocketing cost of living (Example: Austin, Texas) Inherently unhealthy and disconnected from nature Last Child in the Woods syndrome 24
- 26. Urban Living is Not Ideal for 82% of the US Ideally, in what type of community would you prefer to live in? 37% 21% 17% 20% 5% Suburban Rural Small Town Urban Don't Know Segment Sub-Segment % Prefer to Live in Urban Community by Age 18 to 34 28% 35 to 44 15% 55+ 11% Source: APA Planning Priorities Poll 2012 29
- 27. Where Do You Live Now And Where Would You Most Like To Live Someday Assuming You Could Afford It? 11% 10% 13% 16% 27% Out in the country with lots of nature A walkable urban area with lots of shops and restaurants nearby A walkable small town in a rural area A walkable suburb with some shops and restaurants nearby A suburb where most people drive to most places Source: APA 2014 26
- 28. United States Population: 1990 to 2060 27 Source: http://www.gwu.edu/~forcpgm/Ortman.pdf
- 29. Do the Math: Rural is Highly Desirable to More than You Think Collective Strength’s estimate is that at least one third of college educated Americans dream of living in a rural area if they could afford to. That includes both “millenials” ( 80 Million) and “active boomers” ( another 80 Million) 1/3 x 160 = 53 Million Extrapolate that another 1/3 of the net new population growth would also be interested 1/3 x 100 Million = 30 million 83 Million people is the estimated potential “New Rural Audience” 28
- 30. Know Your Audience and Prioritize Professional Women over 40 Couples Who are Retiring Young Couples Who Grew Up in Rural Areas or Wish They Had Immigrants who grew up in rural areas in another country Entrepreneurs – both the VC kind and the mom and pop kind Tourists who want a “Real” heritage experience 29
- 32. Basic Questions About Moving To A Rural Area: Costs, Community, Connection, Culture Can I make a living ? Can I afford it? Is it wired? Can I learn new skills? Can I educate my kids? Will I make friends? Can I be who I am? Is it fun or at least interesting? 31
- 33. Frequently Heard Objections/Misperceptions about Rural Living Too Many Republicans Too Sexist Too Racist Too Christian Too Isolated Too boring Too “old school” Too hard to make a living 32
- 34. 33 Source: http://www.farmandranchguide.com/entertainment/country_living/rural_life/why-do-urban-and-rural- views-and-values-differ/article_63563bda-2f66-5ff6-bc7a-37e3d6408834.html/ Community and individual values. The rural value system is primarily communitarian and relational. These values are found primarily in peasant villages, agricultural communities, ethnic neighborhoods or tribal communities. The dimensions of being rooted in a particular place and having continuous life-long relationships with kin and friends underpin the psychology and sociology of these communities.
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- 37. “Post-Everything” Era. Post-Affluence Post-Peak-Oil Post-Bailout Post-9/11 Post-Political Post-Partisan Post-Snarky/ Cynical Post- “Me” Generation Post-Generic Post -Industrial Revolution? 36
- 38. Are The Good Times Really Over For Good Written by Merle Haggard, 1982 CMA Song of the Year Source: http://www.youtube.com/watch?v=P2VXsAn2e7k 37
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- 40. What Should Your Community Be “Selling?” A positive, forward-looking vision of the future that people can build themselves/with their friends/neighbors, using tools that don’t cost a fortune. 39
- 41. New Rules Authenticity Self Sufficiency Skills Cost of Living Sharing Economy Water – If you Have it, Lock it Up Now Getting off the Grid (Immediately) Protecting Farms and Open Space Education - Online Culture, Culture, Culture 40
- 42. Core Communication Themes Relationships and Networks Cultural Embracement Innovation Optimistic, pragmatic Spiritually meaningful, something bigger than “us” Community is a living network of humans and nature not just a “place” full of buildings D.I.Y is better than I.O.U. Multi-generational match ups are a economic boost 41
- 43. Messaging WORKING Regenerating Re-inventing Adaptation Resilence NOT WORKING Climate Green Sustainability 42
- 44. Messaging That Works Across the Board Statement % Agree Our country is too dependent on oil. We need to change that. 84% Most Americans spend more than 50% of their household expenses on housing 82% and transportation costs. That is too much. Rebuilding our economy and creating new jobs is the most important issue of our generation. 82% I want my home to be as energy efficient and as “green” as possible. 78% We need to rethink the way we develop housing and transportation in this 66% region. The way we have been doing it isn’t working for most people. 43
- 45. Shareable Economy Forbes estimates the shareable economy is already a $3 Billion dollar market estimated to grow 25% per year worldwide. Source: http://www.forbes.com/sites/tomiogeron/2013/01/23/airbnb-and-the-unstoppable-rise-of-the-share-economy/ 44
- 46. Example: CAR 2 GO 45
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- 52. 51 Sullivan County, NY www.purecatskills.com
- 53. Jay Pierce, Chef at Lucky 32 52 “It’s Not Sustainable If You Go Broke.” “ It’s about Community and Integrity -- Not just Food. “
- 54. Source: http://thegrassrootschronicles.com/hello-world/ 53 Ruth Glendinning, Founder The Grassroots Chronicles The Grassroots Marketplace
- 56. 55 Buffalo mother and child Woolaroc, Oklahoma
- 57. Our Challenge Is Not What To Think, It Is How To Think 56
- 58. Global vs. Local Economy, Community and Culture 57 Wendell Berry The ruling ideas of our present, very destructive national or international economy are: corporate profitability, competition, consumption, globalism, mechanical efficiency, technological progress, upward mobility — and in all of them there is the implication of acceptable violence against the land and the people. We, on the contrary, must think again of reverence, humility, affection, familiarity, neighborliness, cooperation, thrift, appropriateness, local loyalty. These terms return us to the best of our heritage. They bring us home.
- 59. If You Were “King” Of Rural Strategy, What Would You Do If You Knew You Couldn’t Fail and Finances Were Not An Issue? 58
- 60. Thank you for being here. And for adding your strength to our future together. For more information, email robin@collectivestrength.com