The McKinsey Podcast The promise and potential of rural America
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Sep 26, 2025 Nora Gardner, a Senior Partner at McKinsey, shares insights on the diverse archetypes of rural America, emphasizing its critical economic role and potential for growth. She discusses the need for localized strategies and the impact of AI on rural jobs. Meanwhile, Sarah Tucker-Ray, a Partner at McKinsey, highlights the importance of K–12 education in preparing youth for advanced manufacturing careers, showcasing successful programs that connect schools and industries. Together, they paint a hopeful vision for rural America's future through collaboration and skills development.
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Rural America Is Big And Diverse
- Rural America comprises 50 million people, over 70% of US land, and contributes $2+ trillion to GDP.
- Its racial makeup is diversifying, with whites at 77% and rising Hispanic and mixed-race shares.
Rural Jobs Are Different From The Stereotype
- Employment in rural areas is led by government, manufacturing, and health care, not primarily farming.
- Rural economies specialize in tradable sectors like manufacturing and mining rather than fast-growth services.
Six Archetypes Explain Rural Variation
- McKinsey identifies six rural archetypes: agricultural powerhouses, manufacturing workshops, resource-rich regions, migration magnets, remote regions, and Middle America.
- Each archetype faces distinct challenges and opportunities requiring tailored strategies.