Why it’s so important to change the public perception of new towns

What words come to mind when you are asked to describe a ”new town”? Do you live in one? Would you live in one?

It won’t surprise many people in the development industry if I say that the general British public’s view of new towns – once utopian ideals – is currently not a positive one.

Last month, Stantec published a new report on public perceptions of new towns. YouGov data in the report shows only a quarter of British people find the idea of moving to a new town appealing.

Many view these places as “soulless” and “poor quality”, and it’s not just so-called “nimbys”. Our data shows consistency across ages and geographies. Even when looking at just current renters in the UK – people who ultimately want to move and buy – only 11% said they were likely to buy a new-build home.

>> Also read: Regeneration of overlooked communities alongside new towns wil be vital if UK is to hit homebuilding target

>> Also read: Raising a new town: Lessons from delivering new communities in the UK

As an industry, we all need to take a share of responsibility for this. For a variety of reasons, people are largely not excited by the idea of new development. If our anecdotal experience can be relied upon, the same people rushing to the shops this Christmas to buy the latest iPhone or tech gadget are unlikely to be similarly rushing to purchase a new build home.

Does this matter? Some might suggest that if 25% of British people are open to moving to a new town, that’s not too bad. It’s many millions of people. Easily enough to fill the new homes being planned and constructed under this government.

But I think it does matter. I think it is incumbent on us to aim higher than just 25%. We need to recapture excitement in “the new” and rebuild trust by demonstrating quality development and inspiring people to re-engage with the sector.

The truth is that the UK does not have enough homes, and this is at the root of a series of socio-economic challenges. Access to safe, secure housing is a significant factor in improving life outcomes, from health to education.

More than this, as chair of the New Towns Taskforce Sir Michael Lyons pointed out at the launch of our report, we need homes that are part of large-scale new development, not just incremental infill. It is large-scale schemes that can offer enough investment for major new infrastructure that people want and need – from hospitals to stations.

At this larger scale we can plan better for healthier lifestyles and sustainable communities in a way that is much more challenging with small infill schemes. But we need to take people with us, and involve them in shaping these places if we are to get the best outcomes. This is tricky when the instinct is opposition in principle – and this is what we need to focus on changing.

As a business embedded in the work of creating new communities, Stantec is well placed to help lead this mission. Yes – the findings of our report are stark. But they also show the way forward, and we must rise to meet the moment.

We must listen to the public, and make plans for new communities which are vision-led and outcomes-focused 

Respondents to our survey may have been consistent in their criticisms, but they were also consistent in what they see as the solution: places built to a high quality, minimising environmental impact, designed in consultation with communities, that offer easy connectivity, and accessible amenities. This next generation of new towns is a chance to improve the lives of tens of thousands of people, and our report’s recommendations set out how we can do that.

We must listen to the public, and make plans for new communities which are vision-led and outcomes-focused – starting from the position of delivering healthy, happy places, determining the detail through engagement with local people, and relating decision-making back to that objective.

We need to focus on quality and longevity, proving that the choice of a new home is the choice of a comfortable, warm, efficient, convenient place tyo live that will stand the test of time for our children and their children. Linked to this, we should be aspiring for these new communities to have a level of self-sufficiency and resilience to respond to the changing needs of society and changing climates: adaptability to future needs.

And we need to get going. We see first-hand in this sector the enthusiasm and expertise ready to drive solutions and change negative perceptions. The best way to do this is by walking the walk and showing with the first set of new towns that we really can create the healthy, happy places that people have always been promised.

By listening and learning from the past, from the public, and from best practice, we can aim higher and achieve more. People deserve it, and we can deliver it.