New Marjon research uncovers faulty government measurement of “Pretty Poverty” in Cornwall’s rural communities

Released: 26.09.25

New Marjon research uncovers faulty government measurement of “Pretty Poverty” in Cornwall’s rural communities 

 Professor Tanya Ovenden-Hope from Plymouth Marjon University has led a landmark study uncovering the hidden deprivation in Cornwall’s most picturesque villages and coastal towns. The Pretty Poverty Report: Cornwall Rurality Matters, produced in partnership with the Diocese of Truro, challenges the government’s Index of Multiple Deprivation (IMD) and its failure to measure rural hardship accurately. 

“Cornwall has a hidden rural tax,” said Professor Ovenden-Hope, who designed the study, led the project, and authored the report. “What we’ve uncovered is a systemic failure by government measures to recognise the distinct context of rural living. These communities are resilient, but this strength masks just how precarious life can be in remote rural locations, where without a car to access health care, education, employment and even supermarkets, just living becomes a struggle. The report also begs the question as to whether rural deprivation is being mis-measured throughout the whole of the UK.” 

The 18-month study, which also included Marjon researchers Victoria Brown and Elpida Achtaridou, examined lived experiences in six rural communities across Cornwall. Although these places fall into the bottom 20–30% of disadvantaged areas in the IMD, the study revealed that the tool glosses over rural realities. By using large geographical areas and giving limited weight to transport access, the IMD masks deep inequalities. This in turn leads to people’s lives being misunderstood, under-measured and chronically underfunded.  

Transport is central to the report’s findings. It points to the fact that car ownership in rural Cornwall is a necessity rather than a sign of affluence, with limited public transport forcing residents into high travel costs simply to reach jobs, schools, or healthcare. This “rural tax” is invisible in the IMD, where transport barriers account for just 9.3% of one part of the measure. The report also demonstrates how rural hardship is frequently hidden behind a façade of scenic views and tourism.  

Other challenges identified include a severe housing crisis driven by second homes and holiday lets, insecure seasonal work reliant on tourism, digital exclusion in healthcare and education, and long commutes for students. Meanwhile, strong community resilience risks misleading policymakers into underestimating local need. 

 The Rt Revd David Williams, Bishop of Truro, welcomed the report: “The church here has always looked beyond the pretty views, and beyond our well-placed pride in Cornwall, and understood what lies deeper. That’s why the church is at the forefront of work through foodbanks, debt advice, crisis support, education, and a thousand other ways to be Good News for those most in need. I welcome this report, it will be a support for those who are committed to this work, and a challenge for leaders in every sector to look more deeply and act differently.” 

The authors advocate for new, rural-specific measurement models, that consider indicators such as: 

• Proportion of income spent on transport
• Broadband speeds and fixed-line coverage
• Under-employment and seasonal work rates 
• Local housing stock allocated to second homes or short-term lets

 In addition to measurement reform, the report makes a series of policy recommendations, including: 

• Better transport options – Investment in flexible, demand-responsive rural transport to help people access jobs, healthcare, and education
• Tighter housing rules – Strengthening regulations around second homes to protect access to affordable housing for local residents
• Smarter public services – Delivery a combination of digital tools and in-person support in local areas.
• Fairer funding – Funding formulas that reflect the higher costs of delivering services in rural areas
• Local jobs and skills - Support for rural job creation and training linked to the specific needs of local communities. 

The report was launched in Truro at an event attended by Camborne and Redruth MP Perran Moon who wrote the foreword, saying: “Those of us who live in Cornwall see and feel the effects of “pretty poverty” every day— realities that visitors often miss. No single, sweeping reform—no matter how radical—that can reset the pressures that Cornwall faces. But Central Government should be deeply concerned that remote coastal deprivation, as detailed in this report, is not adequately captured by current indicators.” 

The report will be shared with policymakers nationally, with the aim of reshaping how deprivation is measured — and ensuring Cornwall’s rural communities get the recognition and support they urgently need. 

You can read the full report on our website.