["Sociologia Ruralis, Volume 66, Issue 4, October 2026. ", "\nABSTRACT\nUnequal gender power relations have long driven many young women to leave rural areas. Recent rurbanisation processes in Spain have intensified with the arrival of a diverse population driven by different motivations, increasing social heterogeneity. Among the newcomers are young, highly educated men involved in innovative entrepreneurial projects aimed at revitalising local economies. This study examines their identities and everyday practices in several geographically well‐connected rural areas of Spain. The aim is to find out whether there are changes in their social roles that may be indicative of more egalitarian gender power relations. In‐depth interviews and field notes were employed to capture the gendered nature of men's experiences. The findings reveal diverse repertoires of masculinity and evidence both progress and resistance in the construction of gender equality. While key patriarchal elements persist—such as lack of co‐responsibility in social reproduction—some values underpinning men's subjectification have been delegitimised, and a process of reflexivity appears to be consolidating.\n"]