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Sustainability provides another framework of understating the duality between urban and rural development. While the rural space has been generally perceived as a passive and slow adaptor of urban quality of life, rural development has its own logic, pace and strategy. Urban areas are characterized by disruptions, focal points of development, innovation, dynamism and lack of animals. These values try to make the best for sustainability which is perceived as a next step for the civilized world. Despite this rather logical perspective, the argument of this article is that rural areas are natural starting points for sustainability due to prudent actions, a conservative model of governance, social care (non-alienation), protection of bio-diversity, etc. The structure of the argument is to present what mainstream sustainability is, map out sustainability actions and solutions as far as now, and present from a conceptual point of view what sustainability could be from a foundational economy and regulatory perspectives. Our conclusion reads that rurbanisation in sustainability has its backsides, while a new paradigm of rural futurism should be followed for future developments in the area of sustainability for a new paradigm.