The trouble is, however, that many cities are simply unable to absorb current rates of natural population growth, let alone more rural emigration. Thus, although a great deal of focus is placed on reducing the ills of rapid urbanisation -including overburdened social services, expanding slums, pollution, crime, poverty and hunger - a greater emphasis is also needed on rural areas to stem the tide of rural-urban migration. This means developing many more employment opportunities, including in new' non-agricultural industries, w'ith an emphasis on jobs attractive to the rural youth -those most likely to leave and most needed to rejuvenate rural areas economically and demographically (OECD, 2006).