Pride of Place: York
Pride of Place: York
In communities across the UK that have long endured hardship, BITC’s Pride of Place programme unites people from all walks of life around a vision for a better future, nurturing collaboration, sustained investment and self-belief to drive action so that millions can thrive in a place they call home.
Driving change in York
Business in the Community’s York Pride of Place programme is a business-led cross-sector partnership, bringing together private, public and voluntary, community and social enterprise sectors to drive economic opportunity, tackle societal challenges, and deliver lasting, transformative change in communities. Established in 2024, York Pride of Place celebrates and harnesses the city’s economic strengths while tackling persistent inequalities. The programme is in development and currently focusing on levelling the playing field by targeting poverty, improving social mobility, and creating inclusive growth for all communities and specifically on child poverty and young people’s mental health as key factors influencing future life outcomes.
Why York?
While York is thriving with global appeal and strong foundations, particularly in tourism, inequality continue to limit its potential. Four wards in York rank among the 20% most deprived in the UK, one in ten children are living in poverty, and adolescent wellbeing is significantly below the national average.
Persistent inequalities in income, health, education and access to opportunity create barriers to inclusive growth, while gaps in transport, digital connectivity and community infrastructure reduce access to jobs, skills, services and social networks. Addressing these disparities will help ensure that prosperity is shared more widely, strengthen community resilience, and unlock the full economic and social potential of York.
pride of place: YORK
Our strategic priorities
Social Mobility
Creating fairer opportunities by tackling poverty and social exclusion so everyone can reach their potential.
Skills & Opportunity
Connecting education, employers, health and communities to unlock skills, talent and lifelong opportunity.
Partnership Working
Breaking down institutional barriers to enable seamless collaboration and deliver better outcomes together.
Healthy & Inclusive Communities
Strengthening communities by reducing inequality and investing in health, culture and neighbourhood resilience.
Sustainable Growth
Balancing York’s heritage with innovation to deliver sustainable, inclusive growth for current and future generations.
Our impact to date
York Pride of Place is now well established, with a cross-sector board chaired by Kiran Trehan, Pro-Vice-Chancellor for Enterprise, Partnerships and Engagement at the University of York. The board brings together partners from business, education, local government, transport, culture, housing and the voluntary and community sector, including Aviva, City of York Council, Joseph Rowntree Housing Trust, LNER, the National Railway Museum, Nestlé, Northern, NYBEP, Portakabin, SPARK, Two Ridings Community Foundation, University of York, York and North Yorkshire Combined Authority, York Cares, York CVS, York Museums Trust and York St John University.
Aviva is leading the work on the ground, working closely with local charities and community partners to shape practical activities and interventions that respond to York’s priorities, with a focus on tackling poverty, improving social mobility and supporting better outcomes for children and young people.
Blackpool Pride of Place Digital vision 2030 launched
The refreshed digital vision was led by Business in the Community’s Blackpool Pride of Place partnership, bringing together organisations from the public, private, and voluntary sectors to drive digital change across the town. The Digital Vision reflects growing opportunities in cyber security and data-driven industries, building on Blackpool’s connectivity, skills base, and role within the North West’s digital economy. The updated Digital Vision shows how skills, jobs, health, sustainability, and tourism connect, with Blackpool and its people at the centre.
“BITC provides a pathway for local organisations to all pull in the same direction, using the abundance resource, knowledge and skills that sit within Blackpool.”
James Cox, Director of Marketing, Sales & PR, Pleasure Beach
“I am proud to be involved in Blackpool Pride of Place and be part of delivering programmes that improve opportunities and the sustainability of businesses, people and place within Blackpool.”
Iain Pilling, Area Engagement Lead, United Utilities
“The Pride of Place vision is ambitious but achievable because of its unique collaborative approach between the public, private and voluntary sectors.”
Andy Anderson, Head of R&D, Victrex plc
Case studies from Blackpool
Fylde Coast Town Wide Careers Fair
Nearly 1,500 year 9 students from 13 Blackpool secondary schools explored their futures at a careers fair hosted by the Fylde Coast Responsible Business Network at Blackpool Conference and Exhibition Centre. Featuring almost 50 employers, the event aimed to showcase the wide array of career opportunities in and around Blackpool and encouraged young people to think about possible routes into work.
Europa Halo Blackpool Esports Event
As part of Blackpool’s Digital Vision, the Digital Steering Group, supported by Blackpool Pride of Place, formed a working group to explore the potential of Esports as an opportunity for the town. The aim was to host a test event, and The Europa Halo event was a significant milestone, showcasing the town’s potential as an emerging Esports destination.
York Leadership Board
Our work is led by our local Pride of Place Partnerships – a cross-sector senior leadership board which sets the strategic direction for our work, mobilises their workforce to support with delivery of activities and acts as an advocate for the programme both regionally and locally. Current York Leadership board members include: