Foundations of Rural Resiliency: America during the COVID-19 Pandemic

In recent decades, a culture of hopelessness has emerged among rural Americans, visible in epidemic levels of suicide, overdose, and other addiction-related illnesses. While the arrival of a novel coronavirus aggravated existing strains in rural economies, it also enabled positive transformations in some rural cities and towns. This research explores how businesses in rural America experienced and adapted to economic shocks caused by the Covid-19 pandemic and, in the process, changed the economic and social landscape. Applying a qualitative research methodology, the present research offers Pennsylvania's Central Susquehanna Valley as a case study, using data from 60 semi-structured interviews. The analyses demonstrate rural businesses' resiliency and adaptive responses, bolstered by embedded rural capitals and the unique characteristics of rural businesses themselves. Furthermore, the pandemic forced drastic changes for businesses in the rural landscape. On the one hand, Covid-19's losses and miseries take much material, human, and social resources from the rural community. On the other hand, changing relationships between businessowners and workers, and among partners in the supply chain could be long-lasting, creating extra rural capitals and better working relationships at the factory and beyond. Finally, adoption of new technologies and automation; new business directions, such as e-commerce and higher value-added production; and increases in mergers and acquisitions across industries were prevalent during 2020–2021. In many ways, the Covid-19 impacts could make rural America more dynamic and competitive. This research offers conceptual and empirical pathways to supporting economic and social development in rural America.