Across the United States, rural entrepreneurs are powering local economies and shaping the future of small-town America. Mastercard’s latest white paper, “Fueling big ambitions in small towns,” reveals how these resilient innovators are navigating unique challenges while driving growth and community well-being.

The research uncovers several important themes that shed light on their priorities and the opportunities ahead:

• Vital economic role: Rural entrepreneurs employ more than half of workers in rural counties and 86% say they are planning to grow their businesses.
• Values that matter: Freedom, flexibility, and fulfillment guide their journey — motivating them to reinvest locally and strengthen community ties.
• Challenges amplified: Limited access to capital, rising costs, and labor shortages create outsized hurdles, with 45% of rural entrepreneurs reporting that they have been denied loans.
• Technology as a catalyst: While 45% use cloud services and 25% leverage e-commerce platforms, gaps in infrastructure and training remain.
• Opportunities for collaboration: A five-pronged approach centered on flexibility, education, simplification, community connections and digital options can unlock growth and resilience.

These insights offer actionable opportunities for financial institutions, local governments, nonprofits and community organizations to collaborate with rural entrepreneurs, helping them embrace technology, strengthen financial health and thrive in today’s economy

Explore the full white paper and join us in building solutions that empower rural entrepreneurs and the communities they serve.