ADEG Village Life Report 2021: Village ... you wonderful place!

The publication, produced in cooperation with the Austrian Association of Municipalities, provides answers to current questions about village life, the impact of the Corona pandemic on our social life, the next generation of village inhabitants and the importance of ADEG as a local supplier for the village community. "It is about the principle of involving teens and twens as early as possible. Because those who are lost to village life at this age must not be won back when they retire. The ADEG Village Life Report® is a study for dialogue - both between town and country and between the generations," says political scientist Peter Filzmaier, interpreting the results of the ADEG Village Life Report® 2021. 

Life in Austria is worth living, both in the cities and in the rural regions people are very satisfied. A whopping 92% of the Austrian population feel that their respective place of residence is worth living in. For 32%, the living situation has improved in the last 2-3 years, while it has remained the same for 42% and worsened for 26% of the respondents. Positive development factors are the expansion and improvement of infrastructure, nearby green spaces and a local grocer. Negative factors, on the other hand, are the building up of green spaces, an increase in crime and increasing traffic congestion. "With the Village Life Report® 2021, we are shedding light on village life in a comprehensive way. We want to find out what is important to people in rural areas and show future perspectives in order to make a contribution to society," says ADEG CEO Brian Beck. 

Life in the village 

One thing is certain: The place of residence is of central importance for the enjoyment of life and quality of life. After health (83%) and the feeling of safety (72%), satisfaction with one's own place of residence (67%) is one of the factors that determine the perceived quality of life. If Austrians were free to choose, a total of 63% would prefer a place of residence in rural areas. Living in the countryside is therefore extremely popular, contrary to any tendency to emigrate. The cost of living (70%), the feeling of security (70%) and the neighbourly help (66%) are the factors in favour of a rural region. In contrast, the public transport connections (78%), the cultural offerings (73%) and the proximity to the place of work or education (68%) speak in favour of the city. These data are particularly important for the development of rural areas, as they clearly show the needs of the people, which should always be used as a basis for rural development processes. "The development of rural areas in terms of building culture requires the courage to change and the willingness to go new ways. A good possibility is therefore to bring the world into the village. This gives you a good insight into successful development projects and you can take advantage of this," says Ulrike Böker from the LandLuft association. To ensure that 63% of those surveyed would like to spend their retirement in the countryside in the future, rural development concepts must be oriented towards the needs of the people. 

The new togetherness in times of Corona 

The Corona pandemic has shaped our social coexistence. The most perceived changes are the shift of professional contacts to the digital space with 80%, greater closeness to nature with 79%, the shift of private contacts to the digital space with 77% and more awareness of regional products with 75%. "The Corona pandemic has meant that we have had to drastically restrict our collective lives. A significant consequence of this forced isolation is the digitalisation push. At the same time, of course, the pandemic also has social effects, both positive and negative. On the one hand, traditional values such as cohesion and community are becoming more popular again, on the other hand, the crisis increases social inequality and educational inequality and leads to social isolation," says sociologist Christoph Reinprecht from the University of Vienna. This also affects the choice of place of residence. A full 86% think that living in a rural area was the best option during the pandemic. As already mentioned, the Corona pandemic has also had an impact on consumer behaviour and led to a greater awareness of regional products. For 59% of respondents, the issue of regionality is now more important than before the crisis. 

Next Generation & Changing Values

Like the population as a whole, the generation of 18- to 30-year-olds also values rural areas as a place to live. The strongest arguments for living in the countryside are the typical Austrian attitude to life (63%), the perceived security (62%), the neighbourhood support (58%), the recreational opportunities (58%) and the cost of living (58%). Of particular importance for 80% of the next generation of villagers is sustainable living. A full 83% feel that reducing food waste is important, 82% would like to support local agriculture, 80% are concerned about animal welfare and 80% also feel that a local supplier with regional products is important in their region. "Sustainability and environmental awareness are particularly high among young people. No wonder, since they are concerned about their future. Climate change is therefore a central issue. The young generation is increasingly focusing on regionality in consumption and is concerned with the impact on nature and the environment. However, it is important here to distinguish between attitude and actual behaviour," emphasises Scaria-Braunstein from the University of Graz. 

ADEG & the village community 

As the data of the ADEG Village Life Report 2021® clearly show, regionality and sustainability are high on the agenda when it comes to shopping. For 80% of those surveyed, these topics are crucial and in particular in regions with an ADEG store, the respondents show themselves to be particularly sensitive in this regard. In addition, 85% of Austrians are convinced that local suppliers made an important contribution during the Corona pandemic. For 77%, regional suppliers have gained in importance during the crisis and 68% also accept a higher price for good regional quality. This also affects the perception of ADEG stores. For 69%, the local ADEG store is important for the quality of life in the region and 68% associate the ADEG store with regionality and sustainability. "Within ADEG, we have been strongly committed to the issue of sustainability for many years. Resource-saving packaging, environmentally friendly reusable nets for fruit and vegetables or the initiative 'Raus aus Plastik!' are only part of it. With numerous innovative projects by ADEG retailers, from freshness boxes against food waste to photovoltaic systems including e-charging stations, they create awareness for sustainability in the immediate region. Ultimately, this benefits not only the ADEG retailers, but also the community and nature. In addition, we at ADEG have set ourselves the goal of becoming climate-neutral by 2040. Day by day we are getting one step closer to this goal", says ADEG spokesman Brian Beck. 

About the ADEG Village Life Report® 2021 

This publication, produced in cooperation with the Austrian Association of Municipalities, deals with the living environment in Austria's villages. The content of the fourth edition is based on a nationwide survey of 2,000 respondents conducted by the MARKET Institute in 2021. The sample comprises the Austrian population between 18 and 65 years of age. In addition, the sample of 18- to 30-year-olds was increased to 869 persons for the implemented youth survey. As a survey method, a hybrid survey with online interviews and telephone CATI interviews was conducted. In addition, secondary data was collected and numerous interviews were conducted with experts, scientists, mayors and ADEG merchants. 

The ADEG Village Life Report® 2021 is available at the following link: 
https://www.adeg.at/unternehmen/presse-medien/dorflebenreport