The Pretty Poverty Report explores rural deprivation in Cornwall and shows that current national tools, such as the Index of Multiple Deprivation (IMD), fail to recognise the true scale and complexity of hardship in rural areas. Drawing on the real experiences of people living in six deprived rural communities, the report highlights how everyday challenges are hidden or underestimated in official measures.

The research identifies six key themes:

• Transport dependency – A car is a basic necessity, not a luxury. Without one, people struggle to access work, healthcare, education, and social opportunities.

• Housing displacement – Large numbers of second homes and holiday lets make it extremely hard for local people to find secure, affordable housing.

• Employment precarity – Work is often seasonal, part-time, or limited by geography, creating long-term instability even for skilled workers.

• Healthcare withdrawal – Centralised services and poor digital access mean longer travel times and reduced support for rural residents.

• Educational isolation – Transport issues, fewer local options, and reduced opportunities make it harder for rural children and young people to progress.

• Community resilience – Strong local networks help people cope, but they can also hide the true level of need from policymakers.

This report calls for better tools and more accurate understanding of rural poverty so that communities in Cornwall receive the support they need.

Click to read the full report.