The article considers socioeconomic indicators of the quality of life of the population of rural areas in the context of the ESG model of economic development. The article analyses the main factors that shape the living conditions of the population on the basis of statistical data, carries out subjective assessment of residents of external factors of life, and studies the experience of life quality management in the regions where there is an increase or preservation of the population of rural areas It is concluded that in the Republic of Bashkortostan, according to statistical data, there is an annual decline in the number of rural populations, living conditions are characterised by underdeveloped infrastructure, a relatively high level of unemployment and poverty, a low level of income, as well as according to the assessment of the residents themselves, is characterised by low provision with financial and material resources, in areas with a high development of mining and oil industry, there are also environmental problems. At the same time, according to the authors, the currently implemented regional measures to support rural areas will have a favourable impact, including on the socioeconomic indicators of the quality of life of the rural population. It is proposed to study the quality of life of the rural population and its management from the position of ESG-model of economic development, which includes environmental, social and management criteria of sustainable development of rural areas and provides a comprehensive approach to solving socioeconomic problems of economically vulnerable territories.