Associated Newspapers' free title Metro has unveiled extensive
research that claims Britain is developing a homogeneous urban culture
that unites London with cities such as Leeds, Manchester and
The research, which was conducted by the brand strategist group Informer
last December, will be presented to media agencies over the next few
It argues that London-oriented national titles have so far failed to
address the boom in urban culture throughout the UK, which has seen
smaller, provincial cities develop a similar culture to the capital.
The study argues that 'urban' is no longer a geographical description,
but instead is defined by a mindset that is extremely ambitious and
lifestyle-oriented and highly sensitive to brand and product
Metro and Informer claim that the urban mindset dominates today's
cultural landscape and divides the British population between deep
urbanites, core urbanites, soft urbanites, outer suburbanites and rural.
Those living some distance from city centres are said to share many
aspects of the urban mindset. However, the study also identified that
those choosing a rural ideal place greater value on quality of life than
brand awareness and self-reinvention.
The qualitative research, conducted via in-depth interviews with
individuals and groups of friends, also found a strong urban pride.
Respondents from Newcastle, Leeds, Manchester and Glasgow each felt that
theirs was the UK's boom city.