US towns and rural areas have more power now in attracting new residents and keeping current residents than they have in decades.
Throughout the US, these areas have been losing the fight against brain drain, but changes in technology and lifestyle preferences are giving power back to communities and making them less dependent on traditional economic development and large companies.
With the working world becoming much more mobile and many people being able to work remotely, it's easier for people to live wherever they want. It's easier than ever for young people, especially, to turn an idea into a digital business, and also pretty easy for anyone with a good idea to start a business that can win customers throughout the world.
People in their 30's and younger are rejecting the life their parents chose – the vanilla existence in a subdivision in a bedroom community with no character. They long for authenticity and are attracted to nostalgia. They also tend to reject and not trust many larger companies.
The result? Many people are beginning to choose where they live based on lifestyle choices rather than jobs.
The evidence is all around you, from eating local to craft brewing. It's no coincidence that both of these economic movements wouldn't have been sustainable 20 years ago when companies had to be large to compete.