Rural demographer Emily Wornell Seregow of the Indiana Communities Institute at Ball State University will lead an interactive morning session centered on the latest research, trends, and drivers of sustained rural prosperity. Despite popular economic development wisdom of the last century, research is increasingly showing that quality of life, not being “business friendly,” is the linchpin of sustainable, successful communities. Inherently, quality of life development is and will be deeply place-based. While this can create challenges, it also creates new opportunities, particularly for rural communities. This conversation will explore what those challenges are, what quality of life means, how quality of life development can be inclusive, and who should rightfully consider themselves economic development partners (here’s a hint: it’s you!).