Counter-urbanisation has led to changes in rural settlements like St Ives. Young adults moved away for education and jobs while elderly residents declined, but St Ives saw in-migration of families and more affluent younger people. This increased housing prices and changed land use and development. St Ives has become more suburban as services grew and commuting increased, especially to London as travel times shortened. This has economically benefited some but increased inequality as housing is unaffordable for many lower-paid local jobs. Further development is ongoing but must be sensitive to the existing character of the area.