The rural environment plays a significant role in influencing peoples’ behavior, and the understanding of rural people in their environment is especially critical to engage in effective social work with them. The chapter discusses elements of the rural environment at multiple systems, including micro-, mezzo-, and macro-level influences on individual and collective behavior. The types of influences on rural people that are important for social workers to consider include unique languages, values, and collective norms that may affect the nature of the professional relationship. A clear understanding of these elements of rural behavior is essential to effective engagement with clients, assessment of problems, and implementation of intervention methods. It is also important to engage community resources and work with them effectively to address individual and community problems. Examples of rural language, values, and behavior are provided and discussed in terms of how these may affect social workers in carrying out their professional duties.