Major cities get the headlines, the funding, the flashy projects. But what about the rest of the UK? The towns, coastal communities, and rural areas that don’t shout as loud but carry just as much weight. The Resolution Foundation’s “Unsung Britain” report shines a spotlight on these places — communities that don’t dominate the national narrative but define the country’s resilience, creativity, and heart.
It’s the 43% of the UK’s population living outside big cities. The places where wages are lower, transport’s a headache, and jobs can feel stuck in the past. But it’s also where communities step up for themselves, weaving social connections, creating local solutions, and refusing to sit still.
Coastal communities, like ours here in Adur & Worthing face unique challenges — high child poverty rates, rising housing demand — but they’re also uniquely positioned to lead. They’re engines for innovation, particularly in areas like climate adaptation and community wealth-building. Our pioneering environmental projects, such as Sussex Bay and district heat networks, show how local councils and communities can deliver national exemplars despite limited resources.
Overlooking these places isn’t just bad policy — it’s bad practice. It’s in the overlooked, the “unsung” places, where communities are quietly getting on with it despite the odds. These communities hold lessons for anyone trying to build meaningful, lasting change.
This blog breaks down what we can learn from these communities and how organisations can shift their thinking to create meaningful change.
1. Real change starts with listening
How many times have we seen big decisions made for communities, not with them? The “Unsung Britain” report nails it: local engagement is broken. People in smaller towns and rural areas feel ignored, with policies designed for cities plastered onto their lives.
What we are doing: We’re inviting people into our Community Leaders events or our VCSE discovery. And we’ve got great local organisations doing this too, like around children and young people and food.
How you can apply this:
- Go hyper-local: Listen to the quiet voices. Use storytelling workshops or “citizens’ assemblies” to create spaces for real input.
- Flip the power: Don’t just ask for opinions — bring people into decision-making processes from the start.
Inspiration from elsewhere: New Local’s “Community Power” report shows the transformative impact of devolving power to communities. In Wigan, “The Deal” gave residents more say over budgets, leading to better services and deeper trust.
Inspiration from elsewhere: The Centre for Governance and Scrutiny argues for a shift in local government culture, focusing on building relationships rather than just policies. The Future Governance Forum highlights the power of participatory governance models. For instance, Camden’s citizens’ assembly has reshaped how the council tackles climate change, by putting residents in the driver’s seat.
2. Embrace small-scale big impact change
The “Unsung Britain” report shows that small, community-led projects often make the biggest difference. These initiatives build local trust and prove that change doesn’t have to come in multi-million-pound packages.
What we are doing: Our Neighbourhood Fund empowers residents to decide how funding is spent. One project supported local eco-groups to transform underused land into community gardens — delivering environmental and social benefits in one go.
How you can apply this:
- Start micro: Offer mini-grants to grassroots organisations. This lowers the barrier to entry and ensures funding reaches those closest to the issues.
- Celebrate small wins: A new community fridge or a well-run after-school programme can change lives. Recognise the value of these initiatives.
- Target skills gaps: Partner with local employers to offer training in industries that matter locally.
- Prioritise wellbeing, not just productivity: Jobs that are secure, fulfilling, and fairly paid lift entire communities.
Inspiration from elsewhere: Transition Town Totnes started with small steps, like a local food market and shared transport schemes. Today, it’s a global model for community-led sustainability.
Inspiration from elsewhere: The District Councils Network’s Economic Recovery Report highlights how targeted investment in smaller towns creates ripple effects, from better employment to thriving high streets.
3. Redefine what “success” looks like
GDP growth? Fine. But what about belonging? What about communities that feel connected and supported? The “Unsung Britain” report asks us to rethink how we measure progress, especially in places where economic wins might be slower or smaller but social bonds are stronger.
How you can apply this:
- Use new metrics: Try frameworks like the Social Progress Index or Nesta’s Local Outcomes Framework to capture the full picture.
- Ask communities what matters: Let people define their own success — whether it’s safer streets, affordable childcare, or vibrant community spaces.
Inspiration from elsewhere: The Young Foundation’s “Building Happier Communities” project focuses on measuring the “intangibles” like trust and belonging, showing that progress is more than financial growth.
Inspiration from elsewhere: The LGA’s Local Wellbeing Toolkit is an excellent starting point, offering practical ways to measure progress beyond economic outputs.
4. Collaborate, don’t dominate
The best solutions often come from the ground up. Yet, too often, organisations parachute in with one-size-fits-all ideas. Unsung communities don’t need saving — they need backing.
What we are doing: Our discovery work with voluntary, community and social enterprise organisations and communities is using story telling and deliberation to shape how we best we commission and fund support.
How you can apply this:
- Fund the grassroots: Trust local groups to know their communities best. Don’t micromanage — support and amplify.
- Partner with humility: Work with, not over, local leaders. Share power and resources, and stay accountable.
- Support adaptive economies: Use place-based funding to pilot bold experiments in coastal regions.
Inspiration from elsewhere: The District Councils Network’s coastal regeneration programme highlights how these communities can become hubs of sustainable innovation.
Inspiration from elsewhere: Nesta’s People-Powered Places initiative is built on this ethos — empowering communities to lead on local challenges, from housing to mental health.
Inspiration from elsewhere: IPPR North’s work on community wealth-building champions local initiatives as the foundation for bigger systemic change. Start small, think big.
5. Build resilience, not reliance
Communities in unsung Britain aren’t looking for handouts — they’re looking for partnerships. Resilience isn’t about “solving” problems for people; it’s about equipping them to solve challenges themselves.
What we are doing: We’re piloting a Business Support Programme that helps our local businesses within the areas of innovation, sustainability and leadership & management.
How you can apply this:
- Invest in skills, not quick fixes: Partner with local colleges and employers to create job pathways that match regional needs.
- Foster collaboration: Build networks where businesses, councils, and community groups can share resources and expertise.
- Leverage procurement: Partner with local suppliers and small businesses to keep money circulating in the community.
- Set baselines for social value: Follow New Local’s guidance on community wealth-building by embedding social impact into every contract.
Inspiration from elsewhere: The District Councils Network has highlighted the importance of place-based skills initiatives, showcasing how tailored training programmes in Suffolk have boosted local employment.
Call to action: look beyond the headlines
The “Unsung Britain” report isn’t just a document — it’s a reminder. A reminder that the solutions to many of our biggest challenges are already out there, thriving in the overlooked corners of the UK. These communities don’t need saving — they need us to listen, trust, and back them.
Here’s how you can start:
- Get out there: Visit these places. Sit in their cafes. Walk their high streets. Listen.
- Fund what works: Trust grassroots organisations and give them the tools to scale.
- Redefine success: Measure what matters — belonging, trust, resilience — not just GDP.
Because real change doesn’t come from the centre — it comes from the edges. It’s time to stop talking about “levelling up” and start backing the unsung heroes who’ve been doing the work all along. The answers are already out there — we just need to hear them.
