Rory Sutherland

The dwindling case for living in London

The recent debate around ‘levelling up’ may be missing something. I would argue that there is another way to consider geographical inequality – and, by this alternative measure, a levelling has been under way for more than 20 years.

I’ve spent three decades working in advertising, so it’s unsurprising that I tend to view economic life through the lens of consumption. By contrast, mainstream economists tend to view disparities through the medium of earnings or wealth. To me, measures of wealth should include not only the quantity of money you have but the breadth of worthwhile options available in choosing how to spend it.

Let’s put it another way. If you live in a boring village, and suddenly a great pub or café opens on the high street, then by my measure you have become richer; by the economist’s measure you have not.

Things that would once have been available in London decades before the provinces now appear everywhere
at once 

There was undoubtedly a time when you were richer in London in two ways. You had more money, but you also had a far more exciting range of ways to spend it. Now not so much.

London is a great city but, in terms of consumption quality, it has not improved markedly in the past 20 years. Over the same period, many smaller cities and even towns have advanced rapidly, significantly narrowing the gap. The kind of things that would once have been available in the capital decades before making it to the provinces – like sushi – now appear everywhere at once. Consider Turkish barbers, who seem to have taken over the country in only five years. (I can remember a time when it was enough just to get a haircut without having burning methylated spirits flicked in my ears.

Already a subscriber? Log in

Keep reading with a free trial

Subscribe and get your first month of online and app access for free. After that it’s just £1 a week.

There’s no commitment, you can cancel any time.

Or

Unlock more articles

REGISTER

Comments

Don't miss out

Join the conversation with other Spectator readers. Subscribe to leave a comment.

Already a subscriber? Log in