Could better marketing help rural communities tackle depopulation?

Rural and island communities are encouraged to make more pitches to help tackle depopulation.

Brand Scotland plans to update its campaign this year to attract more people to the country.

The Scottish government sees an opportunity for regions struggling with population decline to localize their marketing strategies.

Brands Scotland brings together the communication activities of the Scottish Government and partners covering tourism, business, education and food and beverages.

It promotes the country as a desirable place to live, work, study, visit, trade and invest.

Opportunity to localize Scottish campaigns

Angus Robertson is the Chief Cabinet Secretary responsible for constitutional, diplomatic and cultural affairs. He believes local campaigns can help depopulation.

“In areas facing depopulation, with population decline approaching half of Scotland’s municipalities, people need to be more positive about ‘this is who we are and where we belong’. it won’t work.

“We need to maximize our communication with those who may or are ready to migrate nationally or internationally. You can get a better understanding of the region of the country you are aspiring to.

“A lot of effort goes into promoting Scotland as the best place to live, work, study and invest.

“We see an opportunity to localize that offering and incorporate local content into our national messaging so that people can easily understand why different parts of the country have enormous appeal.”

He said this should happen while local and national governments grapple with deep-seated challenges. These include housing, transportation and health.

“Understanding the needs, concerns, concerns and expectations of communities suffering from depopulation can lead to appropriate public policy outcomes to encourage people to stay and move where they come from. increase.

“This is an effective way for governments and institutions to work together to find individualized solutions to challenges while also recognizing that people outside of these parts of the country have the opportunity to live in one of Scotland’s most beautiful areas. It means to communicate.”

Discussion of repopulation zones

Robertson is chairman of the government’s population task force. He is looking for ways to deal with depopulation.

A recent paper notes the benefits of developing ‘repopulation zones’ in hard-hit areas.

Potential zones include Caithness and Sutherland, the Outer Hebrides and Argyll and the Isles.

Subsequent reports from independent expert advisory groups on migration and population did not recommend specific policies or potential zones.

It said repopulation zones, or other types of place-based policy making, “could support innovative interventions.”

However, he said that its impact and potential unintended consequences should be carefully considered.

The Advisory Group’s findings will help inform the Scottish Government’s Depopulation Action Plan in the fall.

In the meantime, the government has said it will support locally-led repopulation initiatives in Argyll and Bute, the Western Isles and the Highlands.

Robertson said he is open-minded about how to approach the issue.

“Certain policy proposals, such as zoning issues, are subject to consideration following reports (from the Advisory Group).

“There is no single solution that can address all the challenges of population decline. But there are a wide range of initiatives that could contribute to it.”

He warned of “unintended consequences.” “One of the aspects of the zone proposal, he said, is whether it would just replace some of the same population problems with areas near but outside a particular zone.

“I very much hope that the Minister’s Population Task Force will consider all potential proposals and discuss them with local partners.

“We need to listen carefully to communities and their priorities as to what we think will make a difference, and whether we can try initiatives in specific areas is something we can certainly consider. am.”

rural visa pilot

He said the government would learn from elsewhere to provide “measurable and sustainable solutions” for communities.

“That will inevitably lead to different focuses in different parts of the country.”

The government’s idea of ​​an island bond scheme has been withdrawn. It would have offered up to £50,000 for island residents to stay or for new people to relocate.

However, plans are still under consideration for a visa pilot scheme for rural Scotland, developed in collaboration with the Council and employers.

The proposal, which requires implementation by the UK Government, is based on the Canada-Atlantic Immigration Programme.

Mr Robertson said:

“Different parts of the UK have very different demographics, immigration and immigration realities. Scotland is the only region in the UK where population decline is projected. suffer disproportionately from depopulation.

“Therefore, whether I am conducting a pilot in a local visa scheme or considering other pilot possibilities, I would like to test policy proposals to see if they yield the success I expect and whether they will roll. I’m open minded to see if I can get back to you more generally.

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