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While Australia has continued to invest in polices and strategies aimed at improving rural health service provision, many communities still confront a disproportionate share of the rural workforce shortage. The NSW Rural Doctors Network (RDN) contributes its perspectives about the importance of a whole of life career and the meandering stream concept to support the retention of health professionals rurally. We unpack these concepts and examine how they bring to light a new and useful approach to addressing rural workforce challenges and potentially contribute to building a stronger integrated care approach.

The approach used involved tapping into RDN's 30-years of experience in recruitment and retention of remote and rural health professionals, combined with insights from relevant existing and emerging evidence.

We suggest that reframing retention to consider a life stage approach to career will guide more effective targeting of rural health policies, workforce planning, collaborative approaches and allocation of incentives. We posit that an understanding and acceptance of modern lifestyles and career pathways, and a celebration of career commitment to serving rural communities, is necessary for successful recruitment and retention of Australia's future rural health workforce beyond the training pipeline.

We outline and visually represent RDN's meandering stream approach to building and retaining a capable rural health workforce through addressing life cycle and workforce level needs. This perspective paper draws on RDN's direct experience in the field.

This study aims to explore whether adopting a sustainability narrative in city branding and urban development strategies results in more inclusive governance arrangements (process) and a more pluralistic approach to generating sustainability value (outcome), in line with the triple bottom line approach advocated by the United Nations’ Sustainable Development Goals (SDGs). The authors argue that a necessary step to enable meaningful sustainable urban development is to rethink the way in which “value” and “value creation” are being interpreted in urban development policies and city branding narratives.

Mixed-methods case study of New York City’s (NYC) urban development and city branding strategies (2007–2019) combining analysis of academic and grey literature on NYC’s urban development and city branding, value hierarchies in NYC urban development strategic plans and local media reports covering NYC’s development and branding processes.

Despite claiming commitment to urban sustainability, NYC’s urban development and branding narratives reveal a clear dominance of interpreting “value” primarily as “exchange value”, thus prioritising economic growth.

In the authors’ view, a systemic, systematic and structured approach to generating “sustainability value” is necessary if city branding is to become a governance tool to support sustainable urban development. A “tetravaluation” approach is recommended as a practical, structured framework that can bridge across the ideas of “sustainability value” and “pluralistic governance”, ensuring effective implementation. Further investigation in additional urban contexts is required.

The research contributes to current scholarly debates towards more balanced and pluralistic conceptions of “value” and place branding as a more holistic, participatory and democratic governance model for sustainable urban development.