Council's ambition remains 'nobody in poverty in Luton by 2040' despite axing slogan

A report by Luton’s independent 'growth commission' in September 2019 laid out the priorities for the town's future direction.

Initially, there was a heavy focus upon eradicating poverty in the town by 2040 and the council set out a draft 'vision for Luton 2040', including five strategic priorities.

However, after a consultation exercise with 381 responses, the council decided to amend its vision statement.

Labour council leader Hazel Simmons told the executive committee: "There was significant support for the vision, with 61 per cent of responses agreeing that it sets the right ambition for the town.

"It raised a number of important points for strengthening the vision, including a greater focus on aspiration and inclusion.

"This related to broadening the strap line from 'nobody in poverty' to one of 'prosperity and a place where everyone can thrive'.

"I want to reiterate our unifying ambition is still 'nobody in poverty'.

"There was also a need for greater emphasis on the short-term objectives over the next five years."

Luton 2040 is now to be Luton 2020-2040, while the vision statement is shortened to one sentence.

"It's now proposed that Luton will be a healthy, fair and sustainable town where everyone can thrive and nobody has to live in poverty," said councillor Simmons.

"There are also details on the two strategies inclusive economy and population, and the two partnership boards.

"The economic recovery plan and the health and equalities plan will drive the delivery of the respective strategies in the shorter term.

Labour Lewsey councillor Aslam Khan said: "We're thinking along the right lines.

"The 2040 vision resonates with people and is clearly interlinked with the economic recovery plan we have in place.

"We need to have some kind of a base line, how and what we're going to achieve over a specific period of time."

The council's policy, strategy and partnerships manager Sinead McNamara said: "We are bringing a report to policy group in December which will break down each of the main priorities we aim to deliver.

"I know councillor Khan is talking about the next year really, so we'll make sure it's very focused."

Labour Lewsey councillor Jacqui Burnett asked: "Have we clarified what healthy, fair and sustainable looks like for the town?

"This needs to be quickly adaptable to our vision."

The policy, strategy and partnerships manager replied: "Within the vision, we talk round how we're going to measure poverty and we're trying to get all our population above that line.

"That will break down the healthy, fair and sustainable aspect."

Councillor Burnett explained: "For me it's quite visual. A healthy town would be reduced visibility of the number of people who're overweight, a reduction in the amount of fast food shops in the town.

"That would be useful for people to see."

Service director for inclusive growth Jodie Yandall said: "It's a two-year plan, so we're going to focus on delivering at pace."

The executive unanimously agreed the report.