The impact of globalised trends changing the rural environment is often thought to require environmental and ecology-focused policies and actions. But many of the problems have human (societal) causes, and solutions need also to be primarily culturally based. This essay, drawing on the ‘CHeriScape’ network in western Europe, explores the advantage of seeking a more comprehensive, integrative response to rural change using the twinned concepts of landscape and heritage. It discusses recent developments in conceptualising landscape and heritage, and how these could support effective culturally based approaches that are participatively democratic and also take account of human behaviour. After brief summaries of evolving paradigms for landscape and heritage, and of global challenges, the paper suggests that a landscape–heritage nexus, familiar to the lay public but capable of nuanced and fluid application, offers an effective way ahead. It concludes by identifying some obstacles that hinder the effective implementation of such an approach.