Local authority

During the recent lockdowns, people engaged far more with their local businesses. As this trend is likely to continue, we look at what is driving `localism'.

Historically, demand and rents paid by national multiples meant landlords largely treated independents as a secondary option. Whether by proactive choice or because of lack of demand from national multiples, this attitude is slowly changing: the independent element is central to a range of new and redeveloped sites – including Nuveen’s St James Quarter Edinburgh, Redevco’s Hannington Estate Brighton and Barnsley Council's Glassworks development – the crucial role independents play in connecting assets to the local community is being recognised.

Consumer powered
Consumer demand is driving several initiatives from retailers and councils. For example, the Library of Things (seen above), which originated in 2014, operates as a social enterprise "borrowing space", by helping people in a local community rent out rather than buy useful things like drills, sounds systems and sewing machines. The space also connects people by running workshops and training skills such as repairs, DIY etc. The concept expanded in 2020 in partnership with 20 London councils and community organisations to encourage the sharing of knowledge and goods in London neighbourhoods. As said by the entrepreneur Steve Case, "the new status symbol isn’t what you own, its what you’re smart enough not to own."

Many consumer-led initiatives have also been implemented to improve the public realm such as in Hackney, where the Community Litter Picks bring people together to clean up their local environment and shopping spaces and fosters a sense of community ownership of places and spaces.

Social E-commerce powered
Technology and social media can connect people and places, helping people to understand what products are available in their local shops. Since 2017, there has been a significant growth in the number of people engaging online with their local world. It has been estimated by NearSt, a retail tech start up, that the number of times a Google search for "near me" was made has tripled in recent years.

The future of physical retail is being enhanced by digitalisation, but in order for this to work, retailers need to have an online presence for consumers to find them. Since the pandemic, there has been significant investment in social commerce: Facebook now offers Facebook shops, and TikTok, Snapchat, and Twitter also announced the opportunity to purchase directly through their platforms. With social commerce growing at 30% CAGR, the ability for independents to effectively engage online with their local audiences at an affordable cost has never been greater.

Amazon 4-Star is an example of where tech is being used to understand and react to the varied forms of localism within retail. Amazon builds on its knowledge of consumer preferences and habits within a locale to offer a curated range of products in store.

The Nextdoor app is another example which enables neighbours to share local tips, buy and sell items, offer to pick up groceries or medicine, share supplies and even walk people’s dogs.

Sustainably powered
Demands for improved sustainability creates a mandate for localism, with the benefits of shopping, using services and engaging locally clear. Investing in making spaces more sustainable not only improves carbon footprints, but can also make places more compelling, increasing use from local audiences.

Many councils are creating new initiatives to help with the greening of spaces. Westminster Council are in discussions regarding the pedestrianisation of Oxford Street whilst the Mayor’s new London Plan includes policies that protect the city’s best green spaces and also encourage new developments with green roofs, walls and other urban greening such as Urban Farms and flexible places like “live, work, play" Jeuneville Paris.

The days of a one-size-fits-all solution for our cities, towns and high streets is long gone. Those in power must resist the urge to simply facilitate the latest occupational trends and commit the requisite time and skillset into truly understanding what mix of people, spaces and uses are wanted and needed by local communities. Only by doing so can we create places that are relevant, valued by their community and provide sustainability and longevity.

Jemima Scott