Rural depopulation is one of the most urgent challenges in contemporary societal change, driven largely by youth migration to urban areas. This movement, shaped by socio-economic factors, has led to demographic imbalances that undermine the sustainability of rural communities. This study examines how place attachment and quality of life influence young people's decisions to remain in rural areas, and how these factors can contribute to more sustainable rural futures. Based on a survey of 299 young residents in rural Serbia and Croatia, the research identifies key attachment dimensions, highlighting place identity as the most significant. The findings are positioned within the broader discourse on rural transformation and the prefigurative politics of sustainability. The study connects local perceptions and experiences with wider systemic shifts in energy, food, and infrastructure, suggesting that enhancing quality of life and strengthening place attachment may catalyse positive change. By linking local engagement with global sustainability goals, such as sufficiency, circular economy, and degrowth, this paper offers insights into how rural areas can adapt and thrive. The results aim to inform targeted policies that address depopulation while promoting long-term social, economic, and environmental resilience in rural within the context of current global transformations.