One of the main causes of counter - urbanisation is that people want a better quality of life, they want to be able to live in a clean and quiet area without air and noise pollution, busy traffic, dirt and the crime of urban environments. They also aspire to having larger houses with more land for cheap prices compared to the large towns and cities.
Employers have also started to move to rural areas, adding to the cause of counter- urbanisation by attracting people with new jobs. Between 1981 and 1996 rural areas gained more than 1 million jobs. The use of internet has allowed people to work at home, allowing them to move away from the towns and cities where they previously worked to a more quiet environment.
Another cause is that there has been a rise in demand for second homes or homes to be bought for retirees due to higher levels of affluence. This also links with the need for rural areas to attract more incomes. For example agricultural businesses are struggling and one way for them to make money is to sell unwanted land or buildings for residential areas.