Most rural residents think politicians do not understand countryside

Almost three-quarters of people living in the countryside believe that politicians do not understand the needs of rural communities, according to new research.

The Scotland’s rural voice survey found the top three issues of concern for people in rural areas are access to the health service (45%), public transport (35%) and the availability of housing (30%).

However, the survey found 73% of people living in the countryside feel that decision-makers do not understand the needs of their communities.

More than six in ten (63%) said rural residents do not have a meaningful voice in shaping decisions affecting them.

Rural organisations said the findings should come as a “call to action” ahead of next month’s Scottish Government’s Budget and that it should lead to a greater focus on these issues before the Holyrood election next year.

More than 3,000 Scots responded to the poll carried out by Diffley Partnership for Salmon Scotland, NFU Scotland and Homes for Scotland.

Robert Neill, vice-president of NFU Scotland, said: “This report reinforces what we hear every day from our members: rural communities are proud, resilient and full of potential, but too often face barriers that limit their ability to thrive.

“Whether it’s housing, transport, digital connectivity or access to essential services, these issues are central to the wellbeing and sustainability of rural Scotland.

“At NFU Scotland, we believe that strengthening rural infrastructure, empowering local decision-making and supporting the businesses that underpin our rural economy must be a national priority.

“We urge policymakers to treat these findings as a clear call to action.”

The poll found that 57% of rural residents said they are satisfied with the sense of community and belonging, compared to around 36% of urban respondents.

Researchers also found 89% of rural residents support greater power being devolved to Scotland’s countryside, including decisions about local services and development.

The survey also found widespread concern among people in the countryside about issues such as a lack of investment in infrastructure while a lack of local employment opportunities in rural areas was the reason most often cited for people moving to urban areas.

Tavish Scott, chief executive of Salmon Scotland, said: “Scotland’s rural towns, villages and coastal communities should be thriving places where people want to raise their families supported by well-paid, highly-skilled jobs.

“As a Shetlander, I recognise the enjoyment people take from our outstanding natural and marine environment, and the sense of local community and belonging.

“But this survey shows the reality of public services in many places, with poor access to healthcare, housing and transport contributing to rural depopulation.”

Fionna Kell, director of policy at Homes for Scotland, said: “Building more new, high-quality, energy-efficient homes for rural communities has never been more urgent if Scotland is to reverse depopulation and improve the social and economic wellbeing of every part of the country.”

Fieldwork for the survey was conducted in July this year and received 2,102 responses from rural residents and 1,133 responses from urban residents, aged 16 or over across Scotland.

Mark Diffley, Diffley Partnership founder and director, said: “The messages from rural Scotland are clear and decision-makers will be keen to reflect these messages as the Holyrood election approaches.”

A Scottish Government spokesperson said: “Scottish Ministers value rural communities greatly, and the Scottish Government’s vision is for a vibrant and sustainable rural Scotland with a thriving economy where families are able to access the services they need.

“One way which rural communities are placed at the centre of policymaking is through a Rural Assessment Toolkit, which was launched in 2025.

“This helps to ensure that a systematic approach is taken across government to consider the unique challenges and opportunities in rural areas during policy development.

“This builds on the Scottish Government’s record of support for rural communities, such as continuing to invest in producers by preserving direct support for farmers and crofters, to improving online connectivity, and comes on the back of a lot of work with partners and communities to better understand the opportunities in rural communities, as well as the particular challenges rural Scotland faces.”