MPs, council and health service leaders as well as representatives from charities and other organisations working in Cornwall have today (Friday, September 26) met in St Dennis to discuss the findings of a major report from the Diocese of Truro and Plymouth Marjon University in Cornwall into the government’s use of the IMD.

The deprivation in Cornwall’s picturesque rural villages and coastal towns is being overlooked in the government’s use of the IMD which misrepresents rural experiences, leading to poor service provision and inappropriate policy making.

This is the key finding of the report – The Pretty Poverty Report: Cornwall Rurality Matters – which is the result of an 18-month long research project led by Professor Tanya Ovenden-Hope, with researchers Victoria Brown and Elpida Achtaridou, and predominantly funded by the Diocese of Truro.

The report has thrown into question the government’s official measure for deprivation in England and found it doesn’t reflect the harsh reality of life in disadvantaged areas of rural Cornwall.

Researchers explored the lived experience of people in six rural areas of Cornwall: St Blazey West, St Day, St Buryan, and Sennen, Bodmin St Mary’s Ward, St Dennis South, Looe North and St Mary, while considering how the Index of Multiple Deprivation (IMD) reflects these experiences as the governments measure for disadvantage.

These communities rank in the bottom 20 to 30% of disadvantaged communities of the latest Index of Multiple Deprivation (IMD) published in 2019. This is the government standard measure, which the researchers examined to see if it correctly reflects the experiences of people living in these rural areas.

Concerns existing tools for deprivation measurement are failing rural communities

The report raises concerns that existing tools for measuring deprivation – especially the IMD – are failing rural communities. Researchers point to key technical flaws, including the use of large areas that mask pockets of hardship, and a system that gives too little weight to issues that hit rural areas hardest, such as poor transport links.

Transport barriers account for just 9.3% of one part of the IMD, even though access to transport is a major factor shaping quality of life in rural areas.

According to the report, rural hardship is frequently hidden behind a façade of scenic views, tourism economies, and a cultural narrative that equates countryside living with prosperity. This “pretty poverty” is misunderstood, under-measured, and chronically underfunded — and the tools used to allocate public investment and support are simply not built to capture the complexity of rural deprivation.

“Cornwall has a hidden rural tax,” says lead author Professor Tanya Ovenden-Hope who designed the research, led the project, undertook the full analysis and wrote 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 questions as to whether rural deprivation is being mis-measured throughout the whole of the UK.”

Hannah Dunne, CAP Centre Manager for South East Cornwall

The Rt Revd David Williams, Bishop of Truro, said: “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 Gospels call us to be servants to those who are most in need, these findings help us to heed that call.”

Simon Cade, Diocese of Truro Diocesan Secretary, said: “Commissioning this work helps us to understand Cornwall. The report allows people in communities that are often overlooked to be heard, and it helps to focus the attention of policy makers on change that grows from the grassroots. The report gives a voice to the experience shared by thousands of Cornish people, a voice that must be heard and acted on.”

Key findings

Key findings from the report include:

  • Transport Dependency: In rural Cornwall, car ownership is often a necessity rather than a sign of affluence with limited or non-existent public transport. Residents rely on cars to access jobs, schools, and healthcare — creating a hidden cost burden. High ownership figures equate to necessity rather than luxury. This “rural tax” on mobility is not factored into national deprivation data.
  • Housing Displacement: The report highlights a housing crisis fuelled by second homes, holiday lets, and Airbnb conversions. Over 20,000 homes in Cornwall are not in full-time residential use, pushing property prices beyond local incomes. Many young people can no longer afford to stay in the communities they grew up in.
  • Employment Precarity: Work in these areas is often seasonal, low-paid, and insecure. Cornwall’s economy is heavily reliant on tourism and care sectors, amplifying instability even for those with skills and qualifications. Underemployment, part-time contracts, and zero-hours roles are common, while opportunities for career development are scarce.
  • Healthcare Withdrawal: Centralisation of services and a shift to digital-first healthcare models are excluding some rural residents — particularly older people and those without reliable broadband or mobile connectivity. Travel distances and costs further complicate access to GPs, specialists, and mental health support.
  • Educational Isolation: Students face lengthy commutes, limited school or college choice, and poor connectivity for online learning. There are high rates of special educational needs in rural schools, compounded by inconsistent access to support services. Young people often face constrained opportunities for training and employment, forcing many to leave the county entirely.
  • Community Resilience: Local communities are often tight-knit and resourceful, with strong networks of informal support. However, this resilience can lead to misleading assumptions by policymakers and funders — masking underlying deprivation and making it harder to secure investment.

Camborne and Redruth MP Perran Moon, who wrote the foreword to the report, said: “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. This oversight disadvantages people facing educational isolation, barriers to services, and precarious employment. While the IMD has its strengths, relying solely on it risks overlooking the deep structural issues affecting our communities.”

“The data we rely on to make policy decisions needs to evolve,” said researcher Victoria Brown. “Otherwise, we risk leaving entire communities behind simply because their struggles don’t fit into existing categories.”

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

Cornwall was ranked 83 out of 317 local authority areas for overall deprivation in 2019’s IMD, with the living environment featuring as 23rd most deprived. The top six most deprived neighbourhoods in Cornwall according to the IMD are all predominantly urban.

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.

A portrait of resilience

Beyond the data, Pretty Poverty is also a portrait of resilience. It highlights how communities in Cornwall are finding ways to support each other — through mutual aid, food banks, and informal care networks. But the authors caution that community strength should not be mistaken for sufficiency.

The report has been shared with local and national policy makers with the hope it leads to better support for the residents living in deprived rural areas of Cornwall. With growing pressure on NHS services, escalating housing unaffordability, and chronic workforce shortages, the report warns that failing to act now could push already-struggling communities into deeper hardship. It calls for a complete re-evaluation of how rural need is measured and addressed.

“This isn’t about asking for special treatment,” added Professor Tanya Ovenden-Hope. “It’s about place-based equity. Measurements treat rural areas as being the same as urban areas, which they are not. It needs to be recognised that rural poverty looks different. The data relied on to make policy decisions needs to evolve.”

The report will be taken to Westminster in November where Cornwall’s MPs will share it with others representing rural communities.

Read the full report here