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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Targeted marketing has long been the bedrock of successful advertising campaigns. By identifying and reaching out to a specific audience segment, companies can tailor their messages, products, and promotions to resonate deeply with the intended consumers. This approach typically ensures higher engagement, better conversion rates, and more efficient use of marketing resources. However, there are notable instances where products or brands have defied conventional wisdom, achieved unexpected success, and challenged the very notion of targeted marketing.

The Bedrock of Targeted Marketing

Traditional marketing wisdom emphasizes the importance of targeting. By understanding the demographics, psychographics, and behavioural patterns of their target audience, companies can create highly personalized and relevant campaigns. This strategic focus not only helps in engaging the right audience but also optimizes the marketing spend.

Nike’s “Just Do It” Campaign

One of the most iconic examples of successful targeted marketing is Nike’s “Just Do It” campaign. Launched in 1988, this campaign was meticulously designed to inspire athletes and fitness enthusiasts across the globe. Nike’s ads featured a diverse array of athletes, from professional sports stars to everyday people, embodying the spirit of perseverance and determination.

Nike’s strategy was clear: they aimed to position their brand as synonymous with athletic excellence and personal achievement. The “Just Do It” slogan was a call to action, urging people to push their limits and embrace an active lifestyle. This targeted approach resonated deeply with Nike’s core audience, fostering brand loyalty and driving substantial growth. The campaign not only boosted sales but also cemented Nike’s place as a leading brand in the sportswear industry.

When Targeting Misses the Mark: The Power of Going Against the Grain

While targeted marketing has proven its efficacy time and again, there are remarkable cases where success came from defying the established norms. These outliers demonstrate that sometimes, going against the grain can yield astonishing results.

Rory Sutherland’s Red Bull Analogy

Rory Sutherland, a prominent advertising executive, famously highlighted the unexpected success of Red Bull to illustrate this point. He stated, “If someone had said they were going to create a rival for Coca-Cola that tasted awful and came in a smaller can but was twice the price, you would have laughed at them. But someone did. It’s called Red Bull, and it made its founder a multi-billionaire.” Red Bull’s meteoric rise defied traditional market expectations. Despite its unconventional taste, higher price point, and smaller packaging, Red Bull created a new category—energy drinks—and dominated it.

YouTube: An Unplanned Pivot

YouTube is another quintessential example of a product finding success outside its original targeted marketing strategy. Launched in 2005, YouTube was initially conceived as a dating site where users could upload videos introducing themselves. This idea failed to gain traction, and the platform did not attract the intended audience.

However, users began uploading a wide variety of content, from funny videos to tutorials and personal vlogs. Recognizing this organic shift, YouTube’s founders pivoted, embracing the broader appeal of a general video-sharing platform. This unexpected success story underscores the power of adaptability and the importance of listening to user behaviour rather than rigidly sticking to an initial target audience.

The Risks and Rewards of Defying Traditional Marketing

While these examples illustrate the potential rewards of going against targeted marketing, it’s important to acknowledge the inherent risks. Success stories like Red Bull and YouTube are rare and often involve a combination of innovation, timing, and a bit of luck. For every Red Bull or YouTube, there are countless other products that failed because they did not resonate with any audience.

Defying conventional marketing wisdom can lead to groundbreaking success, but it requires a deep understanding of market dynamics, a willingness to take significant risks, and the flexibility to adapt to unexpected opportunities. Brands considering such a strategy should be prepared for potential setbacks and should continuously monitor market responses to pivot as needed.

Targeted marketing remains a powerful tool for reaching the right audience and achieving business goals. It provides a clear, efficient path to engagement and conversion. However, as the stories of Red Bull and YouTube demonstrate, sometimes success lies in the unexpected and the unconventional. While going against the grain can lead to extraordinary breakthroughs, it is a high-risk, high-reward strategy that demands careful consideration and agile execution. As marketers navigate the ever-evolving landscape, the challenge is to balance the proven efficacy of targeted marketing with the boldness to explore new, uncharted territories.