Poverty is perceived as an urban problem, yet many in rural Britain also experience hardship. This book explores how and why people in rural areas experience and negotiate poverty and social exclusion. It examines the role of societal processes, individual circumstances, sources of support (markets; state; voluntary organisations; family and friends) and the role of place. It concludes that the UK’s welfare system is poorly adapted to rural areas, with the COVID-19 pandemic, Brexit and cutbacks exacerbating pressures. Voluntary organisations increasingly fill gaps in support left by the state. Invaluable to those in policy and practice, the book recommends a combination of person-based and place-based approaches to tackle rural poverty.Poverty is perceived as an urban problem, yet many in rural Britain also experience hardship. The UK’s welfare system is poorly adapted to rural areas, with the COVID-19 pandemic, Brexit and cutbacks exacerbating pressures. Invaluable to those in policy and practice, the book recommends a combination of person-based and place-based approaches to tackle rural poverty.