A new report has identified the most deprived towns and cities across Britain, revealing concerning trends in the Midlands region. The Demos-PwC Good Growth for Cities Index 2025 ranks 50 major UK towns and cities—excluding London—based on a combination of economic performance and residents’ quality of life.
At the bottom of the list sits Walsall, making it the most deprived town in Britain according to the index. Birmingham is also ranked among the most deprived cities, positioned third from bottom at 48th place out of 50. Nottingham and Wolverhampton fare little better, placed 40th and 39th respectively. Leicester is ranked 32nd, and Coventry performs slightly better at 26th.
In contrast, Stoke-on-Trent stands out as the most prosperous city in the Midlands, climbing relatively high to 13th place nationally. Across the UK, York tops the index, followed by Edinburgh and Bristol.
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The index combines public perception with 12 key economic indicators, including employment, health, income, safety, skills, work-life balance, housing quality, transport services, income equality, retail vitality, environmental standards, and business start-up rates.
Rachel Taylor, government and health industries leader at PwC, emphasized the importance of addressing these challenges: “Ongoing financial pressures mean people prioritise factors that genuinely enhance their quality of life and future prospects. Vibrant high streets, new businesses, and reliable transport links are critical in building community confidence.”
Taylor further stressed the need for targeted economic strategies that leverage local strengths: “Thriving communities depend on secure jobs, accessible services, dependable transport, and overall wellbeing. Simultaneously, businesses require a healthy, skilled workforce and stable infrastructure to grow. Good growth means balancing these social and economic foundations to foster resilient local and regional economies.”