The System Works, But Not for the People Living Next to It: What Wigan Tells Us About Modern Development

30 April 2026

Paul Francis

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A Local Story That Feels Increasingly Familiar

What is happening in parts of Wigan may look, at first glance, like a local planning dispute. Large-scale warehouse developments rising close to residential areas, residents voicing concerns about noise, traffic, flooding and loss of privacy, and a council insisting that the proper processes have been followed. On paper, it is a story that fits neatly within the rules of modern development.

Large stone head sculpture in a park, surrounded by green grass, flowers, and street lamps. Modern glass building in the background. Cloudy sky. — Orwellian Wigan by Gary Rogers

Yet speak to those living next to these sites, and a different picture begins to emerge. Homes overshadowed by vast industrial buildings, concerns about drainage and water flow, increased vehicle movement on roads never designed for that volume, and perhaps most unsettling of all, security infrastructure that now looks directly into spaces that were once considered private. These are not abstract planning concerns. They are changes that reshape everyday life.

The more closely you look, the clearer it becomes that Wigan is not an isolated case. It is a visible example of something that is happening across the UK, where the system functions as intended, but the outcome does not feel like a fair balance for the people most affected.

When Approval Does Not Mean Acceptance

There is no suggestion that these developments have been built without permission. They have moved through the planning system, been assessed, debated and ultimately approved. Councils are required to consider economic benefits, land use, infrastructure and environmental factors, and in many cases, warehouse developments tick the right boxes.

They promise jobs, investment and long-term economic activity. They make use of land that may already be designated for industrial or mixed use. From a planning perspective, they can be justified.

But there is a gap between approval and acceptance, and it is in that gap where much of the frustration sits. Residents can object, sign petitions and attend consultations, yet still find that the outcome is largely unchanged. The process allows for participation, but not necessarily for influence. This is not a failure of procedure. It is a limitation of what the procedure is designed to achieve.

Living With the Consequences

What matters most is not the planning application itself, but what happens once the development becomes reality.

In Wigan, residents have raised concerns that go beyond aesthetics. Flooding has been linked, rightly or wrongly, to changes in land use and drainage patterns. Increased traffic brings noise, congestion and safety worries. Infrastructure that once served a smaller population struggles to cope with the added demand.

Then there are the less obvious impacts. Security systems, including CCTV, are often installed as part of large industrial sites. While they serve a legitimate purpose, their placement can have unintended consequences for neighbouring homes, introducing a level of surveillance that feels intrusive in what were previously private spaces.

Individually, each of these issues might be manageable. Together, they represent a significant shift in how people experience their own neighbourhood.

The Rise of the Warehouse Economy

To understand why this is happening, it is necessary to look beyond Wigan.

The growth of online retail, next-day delivery and global supply chains has created an enormous demand for logistics space. Warehouses are no longer remote facilities placed far from where people live. They are increasingly positioned close to major roads and population centres, where they can serve customers more efficiently.

Large gray warehouse with a fenced yard, surrounded by road and grass. Overcast sky, with a black car on the road. — Poundland Warehouse, South Lancs Industrial Estate, Bryn by Gary Rogers

Wigan, with its proximity to key motorway networks, is an ideal location from a logistics perspective. What makes sense for distribution networks, however, does not always align with the needs of residential communities.

This tension is not unique to one town. It is a feature of a broader economic shift, where convenience and efficiency are prioritised, often at the expense of localised impact.

When Consultation Feels Like a Formality

A recurring theme in situations like this is the feeling that consultation exists, but does not meaningfully shape the outcome.

Legally, councils are required to notify certain residents, publish plans and allow time for responses. In practice, that information can be difficult to access, easy to overlook or hard to interpret without specialist knowledge. By the time the scale of a development becomes fully understood, the process may already be too far advanced to change.

This creates a sense of decisions being made around people rather than with them. The framework allows for input, but the influence of that input can feel limited. It is here that trust begins to erode, not because rules have been broken, but because the experience of those rules does not feel equitable.

A System Designed for Balance, But Delivering Imbalance

Planning systems are built on the idea of balance. Economic growth must be weighed against environmental impact, infrastructure against demand, and development against community well-being.

The difficulty is that these factors are not always equal in practice. Economic arguments are often clear, measurable and immediate. Community impacts, particularly those that affect quality of life, can be harder to quantify and easier to downplay.

Over time, this can lead to outcomes that consistently favour development, even when local resistance is strong. The system functions, but the balance it produces does not always feel fair to those who live with the results.

What Wigan Should Teach Us

If there is a lesson to be taken from Wigan, it is not that development should stop. Growth, investment and infrastructure are all necessary parts of a functioning economy.

The lesson is that the current approach is leaving gaps that need to be addressed.

Communities need clearer, more accessible information at the earliest stages of planning. Consultation needs to feel meaningful rather than procedural. Infrastructure considerations, from drainage to transport, need to be treated as central, not secondary. And the lived experience of residents needs to carry more weight alongside economic arguments.

Without these changes, situations like this will continue to repeat, not as isolated incidents, but as a pattern.

A Modern Norm That Deserves Scrutiny

What is happening in Wigan is not an anomaly. It is an example of how modern development is unfolding across the country.

Large-scale projects are moving closer to where people live. Decisions are being made within systems that prioritise efficiency and growth. And communities are being asked, in effect, to adapt after the fact.

The system, in a technical sense, is working. Applications are processed, regulations are followed and developments are delivered.

But for the people living next to them, the outcome can feel very different.

And that is where the conversation needs to shift, from whether the system functions to whether it functions fairly.

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Growing up with the internet, as I did, it’s of no surprise to me that traditional methods of marketing are failing to grab the attention of millennials and Generation Z. Many have wised up to the artifice and pretence of the advertisements that would’ve persuaded their parents and grandparents.

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They are a generation with the highest levels of brand loyalty, but it seems increasingly difficult to earn their trust from traditional marketing. Elite Daily’s study shows that ‘only 1% of the 1300 millennials surveyed said that a compelling advertisement would make them trust a brand more,’ suggesting that, ‘millennials believe that advertising is all spin and not authentic.’

Turning to streaming services such as Netflix, Amazon Prime Video and Disney+ for their entertainment, millennials are less likely to watch traditional advertisements, and therefore unlikely to be exposed to a brand or product that wasn’t already on their radar. Even the five-minute ad break between television shows appears to be too long to hold the attention of millennials and Generation Z, with the optimal duration for an advert likely to capture their attention being 15 seconds, perfect for scrolling through Instagram or TikTok, or even at the start of a YouTube video. Not all internet advertisements are engaging for millennials, however, with pop-up ads seemingly the worst. 96% of respondents admitted that they disliked them. Around 50% of millennials preferred YouTube advertisements and email updates, possibly because they were easier to skip and ignore.

One of the advertising strategies that appeals to millennials the most is influencer marketing—appreciated for its honest and transparent approach. To garner a significant following, influencers must develop a relationship with their audience, by creating a relatable and down-to-earth image. If a product apparently works well for the influencer, their followers are likely to believe that it will work in the same capacity for themselves also. Many influencers claim that they will only partner with a company and create sponsored content that aligns with their own personal brand and values, which only furthers their aura of authenticity.

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However, whilst younger people are adept at discerning the artifice of traditional advertisements, influencer marketing can be more deceitful than imagined. In the United States, the Federal Trade Commission (FTC) enforces rules and guidelines to protect consumers, which includes disclosure agreements, i.e. prompting influencers to reveal their relationship with the brand. The FTC guidelines are fairly vague, so even writing ‘#Ad’ suffices as proper disclosure; however, this is often placed discreetly within the post, and therefore missed by their followers. Whilst these influencers can be fined for not properly disclosing sponsorship, because there are so many posts within the Wild West of the internet, murky advertisements can be missed. One study found that 93% of influencer sponsorships are undisclosed, and therefore violate FTC guidelines.

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