Following a request, Soulton has formally submitted evidence to the All-Party Parliamentary Group (APPG) for the West Midlands inquiry into the role of culture and creativity in the region.
Our response focuses on the pragmatic necessity of identity work—the careful recovery and stewardship of the region’s “Deep Story”—as a foundational driver for regional confidence and long-term financial health.
At the heart of our submission is the conviction that the West Midlands’ profound historical narratives are not merely heritage assets but constitute a vital form of “Narrative Capital.”
We argued that recovering these stories is essential to building the national prominence required to attract global investment.
By moving beyond a city-centric model and activating rural cultural anchors, the region can unlock a more prosperous destiny. A clear, authentic sense of place serves as a highly effective tool for regeneration, creating a destination that is both culturally significant and financially investable.
When a community understands its own importance through its history, it develops a resilience that top-down grants cannot replicate. Our submission was direct regarding the systemic neglect of rural infrastructure and the current “funding cliff edge.” We advocated for a shift toward stewardship-based investment to ensure that the unique stories of the West Midlands are captured and sustained rather than lost to geography or budget gaps.
The ultimate aim is to ensure that national policy recognizes a region’s soul as its most valuable economic asset, providing the West Midlands with the confidence to claim its rightful place on the global stage.
