Pride of Place Programme - Business in the Community
Pride of Place

Pride of Place Programme

In communities across the UK that have long endured hardship, BITC’s Pride of Place programme unites people from all walks of life around a vision for a better future, nurturing collaboration, sustained investment and self-belief to drive action so that millions can thrive in a place they call home.

Pride of Place Locations

Since its inception in 2016, The Pride of Place programme has had an impact in 16 places across the UK. Our mission is to be supporting communities in 50 places by 2032.

An Overview

The Pride of Place programme helps places across the UK take ownership of their futures and tackle their most pressing challenges

We bring businesses, the voluntary sector and the local council together in a place and work with them to build and deliver a vision for their future that serves everyone, with input from everyone.

We provide sustained resource, advice and support to motivate and empower local stakeholders so that each place can identify its own challenges and innovate its own solutions.

Community voices of Coventry and Newport

Pride of Place: Coventry

Pride of Place seeks to support the city’s growth as an emerging centre of innovation, particularly around its advanced manufacturing expertise and growing digital and creative sector.

Pride of Place: Newport

Pride of Place has helped connect Newport businesses and community programs, addressing key issues including homelessness and food deprivation.

“It is inspiring to see how […] through businesses and local communities working together, new opportunities are being created, are being improved and Blackpool is being regenerated. The success of this partnership approach is why Aviva has joined forces with BITC to help other communities in the UK become more financially resilient and inclusive, through improving access to education, work and housing.”

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Dame Amanda Blanc

Group CEO, Aviva Plc, National Place Partner

Our mission

  • Improve millions of lives: By working in 50 of the poorest places across the UK, we’ll improve opportunities for millions, together.
  • Impact in places that matter to you: Bring your purpose to life in places that matter to you – achieving demonstrable impact through a bespoke partnership.
  • Advocate for change, nationally: Champion the issues holding places back which only government can address.
  • Inspire other businesses to follow: Become a leader for all businesses, showing what is possible.

Our Leadership Boards

Pride of Place provides sustained resource, specialist advice and best practise to support, motivate and empower local stakeholders so that each place can identify its own challenges and innovate its own solutions.

Our Pride of Place programme is made possible through

Aviva is the first Pride of Place Partner, working together with BITC, the partnership will build thriving communities by breaking down barriers that impact access to education and employment, improving housing and local facilities, and tackling wider inequalities facing individuals throughout the UK. The work will bring together key local stakeholders in places such as community groups, businesses and local councils to create a strategic vision for long-term change.  

Frequently Asked Questions (FAQs)

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Where are you currently working? 

See our current locations here.

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How can I get involved in the Pride of Place Programme?

Each BITC Place location has a Pride of Place Board. Through joining a Pride of Place Board, you will contribute to the strategic direction of the place, collaborating with other leaders and leveraging expertise and resource from within your organisation.

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What does BITC mean by ‘Place-Making’?  

BITC defines place-making as long-term and transformational change in a particular geographic location. For us, it is underpinned by some core principles: 

  • Collaboration – bringing together business, public and VCSE sectors
  • Business leadership – senior business leaders working together on a shared agenda
  • Community-needs-led: based on the priorities and needs of the Place, as defined by the people in the place. 

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