Rural change in developed market economies is no longer strictly synonymous only with agricultural restructuring. In the current economic climate, many rural areas may be seen to consist of a number of different competing factions, comprising traditional agricultural, ‘new’ agricultural and non‐agricultural interests. In the past, geographers have tended to study farm diversification and rural industrialization as separate, isolated fields of research. Whilst these foci are of merit, a more holistic conceptualization of rural change is now required. This paper defines the concept of ‘rural diversification’ and offers an agency‐structure conceptualization as a framework for analysis. It is suggested that such structured conceptualization is required for a more informed understanding of the process of rural change in the United Kingdom.