To get better at local, listen: why nuance is the basis for a new map of Britain

How brands can harness local insights, regional diversity and grassroots media to create more authentic and impactful campaigns

Understanding local nuances has never been more important for brands seeking meaningful connections with their audiences. The Shaping the Nation report by WPP Media reveals how place, identity and lived experience shape consumer behaviour – and offers actionable strategies for marketers to navigate this complexity. From regional attitudes to the power of local media, the report highlights how brands can craft campaigns that resonate deeply across Britain’s diverse communities.

Why local matters

Marketers often think in broad strokes – target demographics, audience personas and national campaigns. But the Shaping the Nation report challenges us to zoom in on “place,” revealing how location influences identity, values and behaviours.

For example, only 7% of respondents said they live in their dream location. The rest are navigating concerns like healthcare, housing and crime in places they may not feel connected to. These local realities profoundly shape how people perceive brands and advertising. To build authentic connections, marketers must embrace these nuances.

Key findings from Shaping the Nation

The report provides a wealth of insights, including:

  • Representation matters: people want their communities reflected accurately in advertising, from accents and place names to landscapes and local businesses.
  • Regional differences are complex: there’s as much variation within regions (e.g., cities vs. towns) as there is between them. For instance, the Northwest is described as “future-focused,” while the West Midlands is seen as “looking to the past.”
  • Local narratives are strong: while national narratives feel fractured, local ones remain vibrant. People feel more optimistic about issues closer to home, offering brands an opportunity to connect on a grassroots level.
  • Media habits are hyperlocal: from TikTok influencers in Ulster to Facebook news pages in Teesside, people rely on diverse, community-driven media channels that are trusted and participatory.

These findings underscore the need for brands to move beyond generic campaigns and engage with the unique characteristics of each community.

Actionable strategies for marketers

Here’s how brands can apply these insights:

  1. Invest in local research. Conduct surveys, interviews and focus groups to understand the specific needs and aspirations of different communities. Partner with local media outlets to gain deeper insights into regional dynamics.
  2. Tailor messaging to place. Avoid one-size-fits-all campaigns. Craft content that reflects the unique identities of locations, whether by highlighting local businesses, celebrating regional culture or addressing community concerns.
  3. Leverage local media. Collaborate with grassroots media channels to amplify your message. Local media spans traditional outlets like newspapers and radio to digital platforms like community Facebook groups and hyperlocal blogs, offering direct access to engaged audiences.

By adopting these strategies, brands can move from superficial representation to genuine connection.

The role of local media

One of the most exciting opportunities highlighted in the report is the potential of local media. As privacy regulations limit first-party data, geography-based targeting is emerging as a powerful alternative. Geo-targeting integrates behavioural, attitudinal and purchase data with geographic insights, creating a compliant and scalable approach to understanding audiences.

Local media itself is incredibly diverse:

  • The Ulster millennial using TikTok to follow Kneecap.
  • The Teesside couple relying on a Facebook page for news.
  • The Southwold shop owner who views independent stockists as “the original influencers.”

This patchwork vision of media mirrors the patchwork nature of Britain itself. By tapping into these networks, brands can build trust and relevance in ways that national campaigns cannot.

A roadmap for Shaping the Nation

Britain is a nation of contrasts – cities and villages, coastal areas and industrial hubs, optimism and frustration. These differences aren’t obstacles; they’re opportunities. By embracing nuance and listening closely to communities, brands can create campaigns that resonate deeply and authentically.

The Shaping the Nation report provides a roadmap for doing just that. With insights from 10,000 respondents, 60+ qualitative interviews and partnerships with leading media organisations, it equips marketers with the tools to succeed in a fragmented landscape.