The chief executive of Dudley Council has acknowledged that the borough's long-term vision for 2030, launched in 2018, has not delivered the place-based transformation originally expected, partly due to the disruptive impact of the COVID-19 pandemic.
Speaking at the council's Core Business Scrutiny Committee on 23 July, Balvinder Heran told councillors that the Forging a Future For All initiative—the centrepiece of the council's strategic ambitions—is now five years old and requires a thorough review. The admission came during a debate on the terms of reference for a new public consultation aimed at developing a fresh vision for Dudley's future.
Five-year vision hampered by pandemic
The Forging a Future For All strategy was adopted in 2018 to set out a shared agenda for the borough up to 2030, focusing on economic growth, skills, housing, and community wellbeing. However, Ms Heran stated: "That vision is now five years old and unfortunately that vision was launched just before the pandemic so, I would say it has made some progress but it's not really delivered the place-based work that you would like to see."
Her comments indicate that while there have been some achievements, the broader physical and economic regeneration promised by the vision has fallen short. The pandemic is cited as a major external factor that diverted resources and disrupted implementation timelines. According to the chief executive, the review is essential to realign the council's ambitions with the new social, economic, and financial realities facing local government.
New consultation aims to rebuild trust
A report prepared for the committee by Ms Heran outlines plans for a wide-ranging consultation to gather the views of residents, businesses, and community groups. The document states: "The vision will establish a shared ambition for Dudley over the next ten years, whilst the Council Plan will translate that ambition into clear priorities, measurable outcomes and deliverable commitments for the next five years."
"The development of both documents presents an opportunity to refresh the council's strategic direction following significant changes in the social, economic and financial environment affecting local government." Ms Heran emphasised that the consultation would be "more extensive than we have ever done before" and would produce clear, measurable outcomes. She added: "Where we can't deliver something then we will be honest about why. I don't think Forging the Future is finished but it is absolutely right at this stage to review that."
Council leader warns of scepticism
Committee chairperson, Councillor Kieran Casey, linked the need for a fresh approach to residents' trust in the council. He said: "Residents' trust of the council is by delivering what people ask for and want. That's probably a big part as to why there is a lot of scepticism by residents to engage in things like this."
Ms Heran acknowledged that the council had not effectively communicated its achievements under the existing vision. "What we haven't done is really told the story about what we have achieved – there is a tendency to talk things down," she said. The forthcoming consultation aims to address this by clearly linking public aspirations to deliverable actions.
Next steps for Dudley Council
The scrutiny committee agreed to the proposed terms of reference, which will now guide a public engagement process expected to run over the coming months. Key elements include surveys, community workshops, and targeted outreach to underrepresented groups. The outcomes of the consultation will inform a new council plan for 2025–2030, as well as a refreshed long-term vision guiding the borough's development through to 2035.
The review marks a significant moment for Dudley Council, which has faced financial pressures and changing demographics. By acknowledging that the 2018 vision has not fully delivered, the council is signalling a willingness to adapt and rebuild credibility with the communities it serves.
