As the UK enters 2026, public conversation across cities reveals a country grappling with the same big pressures - but responding to them in distinctly local ways. Cost of living, transport, growth and trust in leadership dominate the national picture, yet what those issues mean varies sharply depending on place, identity and recent experience.

The 87% refers to the amount of the UK population that lives outside London. We are fascinated by how lifestyles and attitudes differ from place to place throughout the country, so shining a light on the 87% is our way of demonstrating fresh ways for brands to connect with audiences.

We analysed 2,306 news articles from 22nd Dec - 5th Jan that mentioned the cities in the report alongside mentions of: 2026, “next year”, “year ahead” or "coming year"

Rather than a single national mood, the data points to a patchwork of city-level priorities shaped by history, pace of growth and expectations of the future.

UK-wide observations: common pressures, different stakes

Across UK cities, four shared themes consistently surface: Affordability and everyday cost pressures, transport and infrastructure as lived experience, growth under scrutiny and trust, delivery and credibility.

Concerns about household costs are universal, but they are no longer framed as a temporary crisis. Instead, people talk about affordability as a structural condition shaping where they can live, how they travel and whether they can participate in city life.

Public transport, connectivity and reliability matter not as abstract policy goals, but as daily tests of competence. When systems work, they fade into the background; when they fail, they quickly become symbols of broader frustration.

Few cities reject growth outright. Instead, people are questioning how growth happens and who it benefits. The idea that economic success automatically improves quality of life is increasingly challenged.

Across regions, confidence in leadership hinges less on vision and more on execution. People want things to work, promises to be kept, and disruption to be acknowledged rather than dismissed.

What differs is the emotional framing: in some cities, the dominant feeling is anxiety about keeping up; in others, it is concern about being left behind or about protecting what already exists.

City-by-city key narratives

Manchester: Manchester’s conversation is shaped by success. Investment, expansion and ambition are widely recognised, but they bring rising costs and expectations. The narrative is not anti-growth, but increasingly conditional: growth must feel fair, inclusive and liveable.

Birmingham: Birmingham’s story is about potential - and frustration. There is a strong belief that the city should be thriving more visibly than it is. Regeneration, jobs and infrastructure are seen as tests of credibility rather than aspirations.

Leeds: Leeds stands out for its pragmatic tone. Change is welcomed, but not at the expense of what already works. The city’s narrative favours steady improvement, reliability and competence over bold transformation.

Liverpool: Liverpool’s conversation is emotionally grounded in identity and history. Economic and political issues are framed through fairness, equal treatment and recognition. Growth is welcomed but often measured against a backdrop of perceived historic underinvestment.

Bristol: In Bristol, economic issues are filtered through ethics. Housing, environment and community impact feature prominently, and growth is judged by whether it aligns with social and environmental values rather than scale alone.

Newcastle and the Northeast: Here, the dominant narrative is about protection. Jobs, energy costs and economic stability are framed through vulnerability to external shocks. There is less appetite for risk-heavy growth and more focus on resilience and security.

Norwich: Norwich’s conversation is quieter but no less significant. Concerns focus on gradual erosion rather than sudden crisis - rising costs, stretched services and connectivity constraints. The priority is safeguarding what makes the city work.

Brighton: Brighton’s identity as a coastal, cultural destination shapes its narrative. Housing affordability, the night-time economy, safety and seasonal pressure sit alongside concerns about maintaining liveability for residents.

What matters most in 2026: city priorities at a glance

As these narratives converge on the year ahead, each city’s core priority becomes clear:

Manchester: ensuring growth remains fair and affordable
Birmingham: turning long-promised potential into visible delivery
Leeds: maintaining stability while making sensible progress
Liverpool: achieving fairness and equal recognition
Bristol: delivering growth that aligns with local values
Newcastle / Northeast: securing economic and household resilience
Norwich: protecting quality of life and local services
Brighton: keeping the city liveable, safe and affordable amid pressure

The wider implication

There is no single “UK city story” for 2026. Instead, success will depend on recognising that people are not just asking for solutions to shared problems, but for responses that respect local identity, pace and priorities. Messages and policies that travel well nationally will still need to land locally - or risk missing what matters most altogether.

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