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Communities across the UK are set to see their areas transformed through a £319 million investment, as part of the government’s wider £5 billion "Pride in Place" strategy to revitalise neighbourhoods and high streets
The UK government, led by Prime Minister Keir Starmer, launched the £5 billion "Pride in Place" programme in September 2025 as part of their Plan for Change to regenerate communities – supporting local businesses, high streets, and service sectors.
What is the “Pride in Place” programme?
The £5 billion "Pride in Place" programme, launched in September 2025 under the government’s Plan for Change, is designed to reverse long-term decline in local neighbourhoods – particularly high streets and town centres.
A government policy paper highlights how structural shifts – such as the rise of online retail, out-of-town shopping, and post-pandemic economic pressures – have reduced footfall, increased vacancies, and weakened community confidence.
The "Pride in Place" programme signals a shift towards reimagining high streets as mixed-use, experience-led destinations – rather than purely retail spaces. For salon and beauty businesses, this presents an opportunity to play a central role in bringing people back into town centres, as services that can’t be replicated online.
As investment is directed into town centre living, community hubs and wellbeing-focused spaces, salons and beauty providers are well positioned to benefit from increased local footfall and demand for accessible, lifestyle-led services.
There may also be new opportunities to collaborate with local partners – such as gyms, health services or co-working spaces – as high streets evolve into more integrated community environments.
Communities Secretary Steve Reed said: "People have watched their communities decline for too long, with little say over how they’re run. This government is determined to change that – giving communities the tools, the funding and the power they need to rebuild."
How will the “Pride in Place” programme work?
Funding will be distributed through local Neighbourhood Boards, which will prioritise investment based on three core objectives:
- Building stronger communities
- Creating thriving places
- Empowering people
Of the total £5 billion, £301 million is earmarked for high streets. This could see town centres evolve into mixed-use destinations, incorporating housing, health services, libraries, community hubs, and green spaces.
For example, in Greenock, plans for a new Enterprise Hub aim to support start-ups and growing businesses, alongside investment in skills, heritage, town centre living, and place branding to attract residents, visitors, and investors.
As more locations are confirmed, the programme is expected to create new opportunities for collaboration between local authorities, businesses, and community organisations – particularly in shaping how high streets evolve into more diverse, resilient places.
