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The Conversation
The Conversation
Sonya Hanna, Lecturer in Marketing, Bangor University

Brain drain in rural Wales isn’t inevitable ‑ we asked gen Z what would make them stay

What we feel about our hometowns – the places we grew up, the people we know, the memories we made – shapes who we are.

For many young people in rural Wales, those ties run deep. The mountains, villages and slate landscapes are more than scenery. They are part of family stories and everyday life. But even though they care deeply about where they live, many feel they are being pushed to leave for education or work.

Our report focused on the slate landscape of north-west Wales, a Unesco world heritage site known for its historic mines and quarries. The area includes towns like Blaenau Ffestiniog, where the slate industry once shaped both the economy and the culture.

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