A powerful shift towards supporting independent retailers and community-run spaces is transforming how people explore and experience towns and cities across the West Midlands. New data and resident sentiment reveal a growing preference for high streets with strong local character, personal service, and a genuine sense of connection.
The Rise of the Community High Street
Across the region, there is a marked resurgence in favour of local businesses that serve as social hubs. Bookshops hosting literary events, cafes acting as informal meeting spots, and shops that actively reinvest in their neighbourhoods are becoming central to community life. This trend is supported by residents who consciously choose to shop locally, fostering a vibrant and welcoming atmosphere on high streets often reflected in bustling community noticeboards.
This movement means areas are now celebrated not just for their retail offerings, but for their ability to bring people together and create a distinctive local identity.
West Midlands' Happiest Places to Live in 2025
The findings are underscored by Rightmove's 2025 'Happy at Home' index, which highlights several West Midlands locations where this community ethos thrives. The index, based on resident feedback, praises areas that successfully blend green spaces, local identity, and access to essential services.
1. Leamington Spa
Crowned the happiest place to live in the West Midlands, Leamington Spa also achieved an impressive twelfth place nationally. Residents praised its stunning Regency architecture, lush parks, and blend of historic charm with modern amenities. Known as 'Silicon Spa' for its gaming industry cluster and boasting excellent schools, it's a prime choice for families. The average train commute to Birmingham is around 36 minutes.
2. Lichfield
Securing a high spot on the regional list, Lichfield was commended for its historic streets, easily walkable centre, and calm pace of life. The city continues to attract those seeking a setting rich in character without sacrificing convenience.
3. Stratford-upon-Avon
Famous as Shakespeare's birthplace, this culturally rich town ranked third in the West Midlands and twenty-eighth nationally. Its riverside location, the presence of the Royal Shakespeare Company, and Michelin-starred dining were major draws. The average train journey to Birmingham takes about 56 minutes. Respondents noted its reliable balance of leisure space and community feel.
4. Shrewsbury
Locals highly value Shrewsbury's abundance of independent shops, beautiful parks, and easy access to the wider countryside. The town's unique layout, shaped by a loop of the River Severn, contributes to what residents describe as a close-knit and intimate setting.
A Sustainable Model for the Future
The growing recognition of these towns signals a broader change in what people value in their local area. The success of these communities demonstrates a sustainable model where economic activity and social wellbeing are deeply intertwined. The trend points towards a future where the vitality of a high street is measured by its community spirit as much as its commercial turnover.
As interest continues to grow, these West Midlands towns stand as leading examples of how local identity, independent enterprise, and community cohesion can create places where people don't just live, but truly thrive.
