The depopulation of young and active people, open to innovation, who seek better living conditions in rural areas is inseparable

from various negative economic and social consequences. The purpose of the research is to reveal the main factors that determine

the decision of young people to return to live, work and create businesses (invest) in X rural area. In order to attract educated youth

to rural areas, it is important to reveal the factors that influence the decision to stay. A qualitative case study was conducted. A semistructured interview was used. Ten young people who decided to return to live in rural area X took part in the study. According to

the respondents, their choice to live in the country was determined by factors such as cheaper housing, inherited property, accessible

preschool education, healthier food at lower prices, fresh air, trust and relations based on mutual assistance, family support, farming,

and orientation towards foreign markets. However, despite all these factors, young people mostly feel a lack of variety in social

services. Also, their initiatives in the sphere of social service are limited.