Rebranding and Cornwall.
Rebranding is a way in which a place is redeveloped to give it a new identity and make it better off.
Environmental and economic decline have led to the necessity of rebranding rural areas in many ways. The decline in primary employment in the UK since the 1970’s has led to crisis in places such as Cornwall.
Cornwall has suffered by losing its farming, fishing, mining and quarrying industry. This made up most of its economy.
A regular household income is about £300 per week in certain places in Cornwall. This is less than 25% of UK’s average income. Part of the reasons is that Cornwall is situated in a periphery (a periphery being a countryside/suburb cut off from UK’s main GNP producers). The jobs in Cornwall are seasonal and are poorly paid only 33% of tourism income stays in Cornwall.
Cornwall lacks regular services such as transport. This leads to the depopulation of Cornwall’s young generation. Placing the area in cycles of deprivation.
Young people leave because of a lack of opportunities for them in employment and education. In fact 72% of UK’s villages don’t have a village shop and 39% of households live at 2Km from cashpoints.
As geographer named Shaw in 1979 put it. Deprivation becomes a trap. (Deprivation being a lack of essentials). Because people in rural areas lack mobility, resources and opportunity it causes councils to receive lower taxes. Making those councils unable to invest in rural transport and infrastructures. This calls for the need to rebrand.
In terms of re-imaging. After the de-industrialisation of 1970’s quarrying and mining left the area looking patchy and undesirable. And due to competition overseas and technological extraction fewer people work in those sectors and most mines have closed down.
Post production countryside meant that Cornwall was to be left with white patchy land serving as brownfield sites. This meant that the only way to re-image such a place was to make projects such as the Eden project. This reduced Cornwall’s unemployment by 6% and made 600 full time jobs which employ 400 full time staff. This isn’t enough however.