Napier, SaraNeville, StephenAdams, JefferyTaylor, Lynne2023-07-022023-07-022023-05Journal of Rural Studies, ISSN: 0743-0167 (Print), Elsevier BV, 100, 103033-103033. doi: 10.1016/j.jrurstud.2023.1030330743-0167http://hdl.handle.net/10292/16334The rapid ageing of rural populations has highlighted the importance of ensuring environments are appropriate for the changing needs and preferences of older adults ageing in rural communities. Recent evidence indicates understanding existing characteristics of rural communities may contribute to the successful implementation and sustainability of age-friendly programs. Drawing on a case study this paper explored older adults (n = 15), and retail and service operators’ (n = 16) perceptions and experiences of existing attributes that contribute to the age-friendliness of a small rural town in Aotearoa New Zealand. Four themes captured existing age-friendly attributes: community stewardship, older adults as custodians of their environment, strong social networks and involvement, and community responsiveness to older adults. The findings contribute to what is known about rural age-friendliness and will inform policy makers planning age-friendly programs. Building on existing attributes should facilitate implementation and promote the sustainability of local age-friendly initiatives. To avoid undermining existing community strengths, older adults and stakeholders from rural communities should be actively engaged in planning and implementing age-friendly initiatives from the outset.The rapid ageing of rural populations has highlighted the importance of ensuring environments are appropriate for the changing needs and preferences of older adults ageing in rural communities. Recent evidence indicates understanding existing characteristics of rural communities may contribute to the successful implementation and sustainability of age-friendly programs. Drawing on a case study this paper explored older adults (n = 15), and retail and service operators’ (n = 16) perceptions and experiences of existing attributes that contribute to the age-friendliness of a small rural town in Aotearoa New Zealand. Four themes captured existing age-friendly attributes: community stewardship, older adults as custodians of their environment, strong social networks and involvement, and community responsiveness to older adults. The findings contribute to what is known about rural age-friendliness and will inform policy makers planning age-friendly programs. Building on existing attributes should facilitate implementation and promote the sustainability of local age-friendly initiatives. To avoid undermining existing community strengths, older adults and stakeholders from rural communities should be actively engaged in planning and implementing age-friendly initiatives from the outset.http://creativecommons.org/licenses/by/4.0/http://creativecommons.org/licenses/by/4.0/4406 Human Geography44 Human SocietyRural HealthAgingClinical ResearchGeneric health relevance1205 Urban and Regional Planning1604 Human Geography1608 SociologyGeography4404 Development studies4406 Human geography4410 SociologyJournal ArticleOpenAccess10.1016/j.jrurstud.2023.103033