These people present countryside values you seem to be so proud of.
Yes, I admire our countryside grannies bravely pedalling their battered bikes at any weather because they have to do their grocery shopping, and distances to the store are too big for them walking.
Yet no drunkard riding a bike would ever wear a helmet. Why? Not that is is not a countryside thing (many countryside Mums order their kids to wear a helmet). It is because a helmet costs many bottles of beer, wine, or booze.
P.S. They don't use any form of bike lighting, either.
Not sure what countryside values mean in your country but that’s not what they are here. Not a drunkard what so ever, I’m a top level operator of a half a billion dollar state of the art pulp manufacturing facility producing some of the worlds most sought after pulp product, we’re not living out here because we’re useless and poor. We choose to live in small town wilderness because crowds suck, cities are just filth covered in concrete. We are more self reliant than reliant on big business. We just let people make their own choices, freedom to do whatever, no shaming people into wearing helmets or masks or full armour to go to the corner store. We don’t live in a massive polluting urban centre full of crime, homelessness and filth, we live in a beauty wilderness surrounded by hills, lakes, rivers, wildlife,and elevation, with mountains a short 1.5 hr drive. We are good ol boys, who work hard and play harder. We have vehicles of all sorts so we take those shopping lol, we live through long winters. There is an abundance of industry, so money is there, so if we’re not wearing a helmet it’s not because we can’t afford it, it’s because we don’t care to. Bikes are my cheap hobby lol, just one other thing to fill my free time. It’s not my life like it seems to be for you, more like a fun form of exercise for me. I have many helmets for actual dangerous hobbies like mountain sledding and dirt biking, I believe I have 6 motocross style ones on a shelf in my garage, some for colder than freezing and the others for above freezing, and I have a mtb helmet that I’d wear for downhill park riding where there is an actual worth while risk. That’s 2 maybe 3 times a year Id actually wear it.