Data-driven engagement for the UK’s Pride in Place towns

The UK government’s £5 billion Pride in Place initiative is a bold effort to rejuvenate 339 of the country’s most deprived communities. Unlike previous regeneration programmes focused primarily on infrastructure, this scheme prioritises social cohesion, local pride, and inclusive decision-making - recognising that successful communities are built by the people who live in them. Achieving these goals requires more than just money; it demands genuine engagement, supported by tools like Commonplace, which help communities voice their needs and track progress. 

See our interactive map below!

Commonplace (powered by Zencity) has been working with the Ministry for Housing Communities & Local Government on the programme’s predecessors Plan for Neighbourhoods and Long Term Plan for Towns since 2022. Our research with over 110k people across the UK, and with a focus on deprived communities, has highlighted a clear shift in trends.

Over the past decade, concerns have focused on services, shops and availability of affordable housing. In our latest survey of 12k people, anti-social behaviour and crime emerged as the clear hold-backs for residents to have hope for the future of their town. 
Boarded-up shops, neglected parks, and fading town centres will soon get a new lease of life. From saving pubs and libraries to transforming empty buildings into health centres or sports grounds, residents will have a direct say in how the funding is spent. 

Some areas will receive £2 million a year for ten years, while others get a one-off £1.5 million, with projects already underway - from cultural festivals in Blyth to heritage trails in Torbay.

Under the Pride in Place programme, councils will also be encouraged to tackle “unwanted” businesses, including betting shops, vape stores, and suspicious barbers, while supporting initiatives that make high streets vibrant, welcoming, and sustainable. For communities watching their streets decline, the message is clear: change is coming, and it’s being shaped and curated by the people who know their neighbourhoods best - activating areas using real-time data. 

From funding to fellowship

Commonplace (now part of Zencity) empowers residents to actively participate in shaping their neighbourhoods. Its interactive maps allow people to pin ideas, concerns, and suggestions, while Zencity aggregates multiple channels of feedback - from social media listening to local news insights - producing actionable data for planners and councils. 

Together, the two platforms make engagement inclusive, transparent, and evidence-based, aligning perfectly with Pride in Place’s ambition to empower local communities.

By making participation accessible to a broad (and a 100% guaranteed representative) demographic, these tools help build social cohesion: residents feel seen, heard, and invested in the collective future of their neighbourhoods.

This is particularly critical in the 339 communities targeted by Pride in Place, where deprivation and low social capital have historically limited civic participation. You can see below Commonplace Projects overlapped with Pride in Place locations.

Supporting cohesion in funded and grassroots projects

While Pride in Place provides significant capital for regeneration, the success of projects often hinges on local input. Commonplace and Zencity allow councils to gather insights efficiently, prioritise interventions, and demonstrate community support - key factors for maximising the programme’s impact.
Yet the benefits extend beyond funded projects. Volunteer-led initiatives, from local festivals to shared green spaces, can leverage these platforms to strengthen community ties and amplify resident voices, creating tangible outcomes that reinforce local pride and belonging.

Data-driven cohesion

Both platforms turn community feedback into actionable intelligence. Heat maps, sentiment dashboards, and trend analysis highlight shared priorities and potential friction points, helping planners target resources where they will have the greatest social impact. This ensures Pride in Place investments do not merely refurbish buildings or streets but strengthen the bonds between neighbours.

A vision for connected communities

As councils navigate budget pressures and rising expectations, tools like Commonplace and Zencity provide scalable solutions for building resilient, cohesive communities. Pride in Place demonstrates that strategic funding combined with inclusive digital engagement can transform neighbourhoods - not just physically, but socially. In this model, cohesion becomes measurable, actionable, and central to sustainable regeneration.

Looking Forward

Pride in Place is more than a funding programme; it is a vision for neighbourhoods where people feel a sense of belonging and collective responsibility. By integrating digital tools that capture local insight and facilitate participation, Commonplace and Zencity are helping turn that vision into reality - making community cohesion both a goal and a practical outcome of regeneration.

As the UK government continues to invest in its communities, platforms like Zencity play a crucial role in ensuring that these investments lead to genuine, lasting improvements in community cohesion and pride.

Get in touch to take a look at the world's most cutting edge solutions for community listening and engagement. charlottebowen@commonplace.is