National Trust calls for investment in historic environment as research uncovers ‘deep emotional connection’ between Brits and their local heritage

This is the basis of findings in a new research report by the National Trust and Public First which shows the deep cultural and emotional connection people across the UK have with their historic landmarks.

The research is part of groundwork for the National Trust’s new ten-year strategy, which includes a pledge to tackle unequal access to nature and culture, including in towns and cities.

Amidst growing concerns about community disconnectedness and a perceived decline in civic pride, the findings indicate the opposite: that people have pride in their local heritage and in the buildings, streets, and landscapes around them which tell stories about our past, providing continuity and connection.

However, many of the UK's heritage assets are under threat due to financial pressures, staffing challenges, and funding cuts. Despite some efforts to support local heritage, the level of funding remains insufficient.

The report provides actionable insights and recommendations for policymakers, heritage organisations, and local authorities. These include giving more weight to heritage in planning, regeneration, and local economic growth, and the need for a Safe Harbour Scheme to protect heritage assets at risk and address skills shortages in maintaining and restoring them.

The research explored the intricate relationship between local history, heritage, and community pride nationally, with a specific focus on one city - Coventry.

Key findings included:

• Association with Place: People strongly associate local history and heritage with physical sites rather than stories or traditions. Historic buildings and landmarks are central to their sense of place.
• Quality of Life: Local history and heritage significantly enhance the quality of life, with 79% of respondents valuing it as a key factor in making their area a good place to live.
• Economic Value: Heritage has a tangible financial value. Asked what they would need to be paid to accept the loss of local heritage, 65% of the British public would rather forgo £100,000 than see all the historic buildings in their area vanish.
• Pride and Optimism: Awareness of local history is closely linked to pride in place. One third of people identify local history and heritage as something that makes them feel proud to live in their local area. In Coventry, this figure is even higher, with 55% of residents saying that local heritage and history make them proud to live there.
• Engagement: Active experiences, such as visiting heritage sites and participating in local events, are crucial for learning about and engaging with local history. Notably, younger people (aged 18-44) are more likely to visit heritage sites, landscape, and culture than older generations.
• Educational Importance: There is overwhelming support for teaching young people about both national and local heritage, with 84% agreeing on the importance of learning about the UK's heritage and 80% about local heritage.

Following analysis of the research results, the report makes six recommendations aimed at decision makers:

Policy Integration: Heritage should be given more weight in policies around planning, regeneration, and local economic growth to foster civic pride and community cohesion.
Increased Funding: Dedicated and increased funding for built heritage, framed around place-based initiatives like Heritage Action Zones, is essential.
Strategic Investment: Combined and mayoral authorities should adopt strategic approaches to investing in and supporting heritage.
Safe Harbour Scheme: Implement a scheme to protect heritage assets at risk of disposal and degradation, ensuring they are maintained and repurposed for public benefit.
Skills Development: Address skills shortages in maintaining and restoring heritage assets through enhanced training and apprenticeship programs.
Educational Focus: Maintain and promote the teaching of local history in the National Curriculum to ensure future generations understand and value their heritage.

John Orna-Ornstein, Director of Access and Conservation at the National Trust, said: "Heritage connects generations, shaping a shared sense of belonging and identity. It gives people a tangible link to the past, strengthening communities and deepening their connection to the places they call home. Preserving historic sites and celebrating local history is not just about safeguarding traditions—it’s about investing in the future of our communities.

“The National Trust has witnessed increasing pleas for help from cash-strapped local authorities and community groups desperate to find solutions to save local heritage at risk. We have been working for example with local communities on ways to regenerate local heritage such as the restoration of Castlefield Viaduct in Manchester and with the opening of the Charterhouse in Coventry.

“We proposed Coventry as a case study for the research to explore heritage pride and community cohesion in more depth. It is a city, known for its multiculturalism and integration, and with a rich and diverse history from its medieval origins to its industrial innovations and wartime resilience. The findings of the report nationally however reveal that many of the views of people in Coventry are the same as those in the UK population.”

John continued: “The Government has declared a commitment to national renewal, and our research helps support other findings that for this to happen the huge potential for heritage must be recognised – for example, the role that the regeneration of historic buildings can play in addressing the housing crisis. [1]

“There is huge opportunity for government to make more use of heritage assets to inspire local pride, foster connection and boost economic growth. Prioritising investment and support to the heritage sector is a way to create a stronger, more cohesive society.”

Matthew Mckeague, Chief Executive, Architectural Heritage Fund said: “What this new report confirms is the vital importance of heritage to local people in Coventry and across the country, and it is particularly useful in highlighting the value younger generations place on it. We know that social enterprises and Heritage Development Trusts like Historic Coventry Trust could do more to deliver local economic and community-led regeneration but need more support from both policy and different levels of government to realise the opportunities. There are a number of interesting ideas here that should spark wider debate on the mechanisms to deliver that potential.”

Lizzie Glithero-West, Chief Executive, The Heritage Alliance said: "The National Trust’s new report is an important addition to the growing mountain of evidence that demonstrates the role of heritage in regeneration, local pride, economic growth, and delivering social good. The report captures how much communities value their local heritage: it is the aspect of UK culture that is most important to them and therefore should be at the heart of effective planning and growth policies. It’s a wonderful statistic that 65% of the British public would rather forgo £100,000 than see all the historic buildings in their area vanish. It echoes our 2024 Heritage Manifesto, that heritage breathes life into our towns, cities, coasts, and countryside, creating places that people want to live and invest in.”

Ed Dorrell, Partner at Public First, said: “In our conversations with people in Coventry, we found a deep sense of pride in many elements of the city's history, in the historic buildings, ancient and modern, that they see around them, and in Coventry's industrial heritage. And that kind of local pride in local history is shared around the country. Local history and heritage makes places better to live in, and people want to see it around them, to protect it and to share it across generations. We found that people who have a strong awareness of local history are more likely to say they are proud of their area, and that there is huge enthusiasm for finding out more and for visiting local heritage sites. If policymakers want to promote civic pride and help people feel more positive about where they live, local history and heritage is a good place to start.”

The report’s research was conducted across the UK, involving 2,022 adults between February 21st and 27th, 2025. The results were weighted to be representative of the UK population based on age, gender, socio-economic grade, and region.

The in-depth qualitative and quantitative research specifically on Coventry included 70 in-depth interviews with Coventry residents, a focus group of younger working-age people, and a local poll of 300 Coventry adults conducted between February 20th and March 6th, 2025.

The report There’s a lot of history here - Local history, local heritage, and local pride, in Coventry and across the UK is available to read online at www.publicfirst.co.uk

[1] Research by Historic England, published earlier this year, estimated that there is an opportunity to provide up to 670,000 new homes in England by repairing and repurposing existing historic buildings. https://historicengland.org.uk/research/heritage-counts/heritage-and-economy/vacant-buildings-to-new-homes/