Humanise campaign urges mayors to avoid ‘blandification’ in their towns and cities

Thomas Heatherwick’s Humanise campaign has launched a guide advising mayors how they can avoid the “blandification” of their towns and cities.

The new publication calls on mayors to champion developments that create pride and belonging rather than “monotonous” urban environments that could increase stress and leave people feeling “disconnected”.

It focuses on three key recommendations to “resist the spread of identikit streets and cookie-cutter development” and instead prioritise schemes that “lift people up”.

Mayors are encouraged to first create a compelling long-term narrative for their town or city which reflects its distinctive character and sets out how residents should feel about living there.

The guide then asks mayors to embed design expertise in local authority teams, such as with the appointment of a city architect, to ensure new schemes deliver “human-centred” outcomes and to attract developers and investors which share their vision.

Finally, the guide advises mayors to use their influence over public investment, land and procurement to lead by example, backing a keystone project to build momentum and creating the conditions for better design.

The guide comes after research commissioned by the Humanise campaign, which was founded in 2023 by Heatherwick Studio founder Thomas Heatherwick, found 69% of the public agree that more money should be invested in creating buildings that “make us feel good as a passer-by on the street”.

Abigail Scott Paul, global head of the campaign, said: “People’s sense of pride about where they live is under real strain, and we should take that seriously. It is playing out politically, socially and on our streets. 

“At a time when the country is investing in housebuilding, regeneration and infrastructure, we have a once-in-a-generation moment to shape how people feel about their places for decades. Armed with the evidence, the public support and the science to do better, we need to create places people are proud to call home - places that tell them they matter.

“Mayors cannot design every building, but they can set the conditions in which joyful, human buildings become the norm. If they do not use that influence now, the country risks hardwiring another generation of bland, monotonous development into everyday life.

“Our new guide is designed to inspire and support mayors and their teams to lead a renaissance of UK towns and cities. There has never been a better time to start.”