2 August 2025, 08:09

By James Caig

Modern Britain isn’t one thing.

Ethnicity, sexuality and age make us a patchwork nation. Yet too often we forget the power of place. Where we live shapes our lived experience, and one thing we excel at is local differences. Perhaps to truly appreciate the complexity of modern Britain, we need a grassroots, location-based perspective on life.

WPP Media and Mindshare UK’s Shaping The Nation research provides that view. We surveyed 10,000 UK citizens online, interviewed people in their homes, and spoke with regional press, TV and radio editors who know their local area inside out. All to understand the influence that place has on our personal identity.

We found that where you live in the country is just the start. It’s the type of place in which you live that really counts. Cities have more in common with other cities than with the towns and villages in........

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