Localis response to Budget 2024

Localis CEO Jonathan Werran, said: “This epochal Budget, the first by a Labour Government in fourteen years, should give place-based policy a role from central casting in delivering the chancellor’s priority calls for economic growth, new infrastructure and the restoration of public services.

“The increased powers and setting of trailblazer deals as default to the combined authorities of Greater Manchester and the West Midlands as first tier stars of devolution further impresses the desired mayoral-led direction of travel for marshalling local growth and reshaping local public services in line with the government’s national missions.

“What would make all the difference from the previous government’s levelling up agenda is the degree and extent to which the expenditure of political capital will realise this government’s vision of English devolution in this parliament, and how local growth plans are made to fit like a Russian doll within a modern national industrial strategy and wider constitutional reform.

“The Budget offers an anticipated triage of immediate resourcing crises facing councils with real terms funding increases of £1.3bn in grant funding and £600m extra money earmarked for social care. A 1.5% real terms uplift from this year in day-to-day spending suggests a tight outlook for local public finances, however, and for surety of local government’s revenue financing we will have to look beyond to the next set of spending reviews, and the chance to realise at long last the promise of multi-year settlements.

“By contrast, capital funding is an easier topic for chancellors to debate, and although the end to ‘tournament financing’ of individual bidding pots in favour of single place budgets is much to be welcomed, questions may well remain over how measures in this year’s Budget will unlock the sizable private and institutional investment in all types of infrastructure - digital, energy, housing and transport - required to deliver radical place transformation.

“In this sense too, the £500m announcement to top up the Affordable Homes Programme in 2025/26 to £5bn and full council retention of right to buy revenues are good totemic announcements, but addressing the scale of the financing and resourcing for the volume and pace of new builds we urgently need is as important as any planning reforms and support to the planning profession.

“Finally, is this a Budget for high streets? Our town and city centres openly display the strength of the links between economic and social prosperity in our localities. The promise of permanently lower business rates from 2026/27, and more immediately from next year 40% relief as support for the retail, leisure and hospitality sectors is one step in the right direction for securing the foundational local economy, as is support against the scourge of shoplifting and anti-social behaviour.”

www.localis.org.uk

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Public good procurement could generate £3.9 billion for local communities

Public bodies are now being urged to use their purchasing power to tackle poverty and inequality within local communities and create a good jobs industry in the UK in a new report ‘Public Good Procurement’ issued on behalf of the grassroots #BetterForUs campaign run by award-winning community enterprise, Aspire Community Works.

Drawing on its own lived experience of the procurement process, the report argues that all too often public procurement pushes wages down, fails to address deep-rooted inequalities and puts pressure on the public purse through subsidising low paying employers who offer bad work detrimental to people’s health. 

This puts good employers who pay the Real Living Wage at a disadvantage within the procurement process, leading to a spiral of downward wages within the procurement process and negative public value.

The report urges the UK Government to take the lead in delivering maximum public value across the country through raising the standards in how public authorities spend £390 billion every year as part of its national missions to promote growth and opportunity. The report calls on the UK Government to:

• require the Real Living Wage as the default position for all public contracts irrespective of value, lifting thousands of people out of poverty;

• require good working conditions as the default position for all public contracts irrespective of value providing high quality and sustainable opportunities for people working on public contracts; particularly for those in traditionally low paying occupations;

• introduce a target to support Good Works organisations that work with people who are disadvantaged by the labour market to promote a more inclusive economy and bring more people back into the workforce;

• highlight the mission of public good procurement and links key objectives to the Sustainable Development Goals within its forthcoming National Procurement Policy Statement.

Dr Katharine Sutton, author of the report said: “This is a once in a life-time opportunity for a new Government to stamp its authority on a new Procurement Act due to be introduced in February 2025. If only one percent of the procurement spend in the UK was reserved for positive action employment programmes this would generate £3.9 billion for local communities and Good Work organisations that aim to support and sustain people into and in employment. These programmes could take place within in-house delivery, under the auspices of private contractor or run by social enterprises themselves.

Using public procurement to set the standards and act as an example for all employers is an economic imperative that will deliver inclusive growth that makes a real difference to people’s lives.”

The report includes recommendations to other public bodies and practical guidance on how public procurement can be used for the public good.

www.betterforus.org.uk

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Marketing Blunders: When Good Intentions Lead to Disaster

In the competitive world of marketing, brands are constantly striving to stand out, connect with their audience, and leave a lasting impression. However, not all attempts go as planned.

 Sometimes, the best-laid marketing strategies backfire, resulting in embarrassment, brand damage, or worse, public ridicule. 

Let’s dive into a few memorable marketing blunders, starting with an ear-splitting example from a music library.

1. The Dreadful Jingle: Music Library’s Unfortunate Choice

Imagine browsing a music library designed to showcase high-quality, royalty-free tracks, only to be greeted by one of the most grating, off-key pieces of music ever composed. This is exactly what happened when a well-known online music provider launched their new collection, hoping to entice users with a variety of sounds suitable for various projects.

Unfortunately, they decided to use an experimental, dissonant track as the background music for their website’s homepage. Instead of drawing people in, visitors were repelled by the harsh and unsettling sounds that blasted from their speakers. What was intended to showcase the company’s avant-garde music selection ended up alienating customers, as social media was flooded with complaints and jokes about the ‘horrific’ music choice. The company eventually replaced the track, but not before the damage was done, proving that background music can either elevate or completely sabotage an experience.

2. Pepsi’s Tone-Deaf Protest Ad

In 2017, Pepsi released an advert that attempted to align itself with social justice movements. Starring Kendall Jenner, the ad showed her offering a can of Pepsi to a police officer during what appeared to be a protest. Instead of being praised for its attempt at solidarity, Pepsi was slammed for trivialising serious movements like Black Lives Matter, with critics pointing out that the advert oversimplified the struggle for racial equality.

The backlash was swift and fierce, with many accusing the company of being out of touch and co-opting a movement for commercial gain. Pepsi quickly pulled the ad and issued an apology, but it became a textbook example of how brands can miss the mark when trying to engage with social issues.

3. Gerber’s African Expansion Misstep

Gerber, the popular baby food company, made a major marketing blunder when they expanded into certain African markets. Known for featuring a cute baby on their packaging in Western countries, Gerber didn’t take into account that in many African countries, it’s common to feature images of the product’s contents on the label – especially in regions where literacy rates are lower. As a result, consumers were confused and horrified by the implication that the jars might contain baby meat.

This oversight not only hurt sales but also caused significant reputational damage. It’s a stark reminder that understanding local customs and cultural context is crucial when expanding into international markets.

4. Ford’s Explosive Pinto Ads

In the 1970s, Ford launched the Pinto, a car that was marketed as a small, affordable vehicle perfect for everyday drivers. The ads highlighted the car’s practicality, fuel efficiency, and value. However, Ford was soon engulfed in a scandal when it was revealed that the Pinto had a design flaw which made it prone to exploding in rear-end collisions.

Despite the marketing campaign’s attempt to present the Pinto as a reliable car, public perception quickly shifted after the defect led to numerous accidents and deaths. The brand’s reputation was severely damaged, with people viewing Ford’s advertisements as deceptive and misleading. The Pinto debacle serves as a reminder that no amount of marketing can compensate for product safety issues.

5. Hoover’s Free Flights Fiasco

One of the most infamous marketing blunders in the UK came from Hoover in the early 1990s. In an attempt to boost sales, Hoover offered free return flights to the United States for customers who purchased any product over £100. The promotion was wildly popular, but Hoover underestimated how many people would take advantage of the offer.

Instead of making a profit, the company was left struggling to fulfil their promise, facing legal battles, and suffering significant financial losses. The incident damaged Hoover’s reputation for years and is still referenced today as a cautionary tale of poor promotional planning.

Marketing can be a powerful tool when executed well, but when things go wrong, the consequences can be disastrous. Whether it’s an unfortunate choice of background music, a tone-deaf advert, or a poorly thought-out promotion, these examples show the importance of understanding your audience, carefully considering your messaging, and avoiding short-sighted decisions that could backfire. As the saying goes, “Measure twice, cut once.” In marketing, you might want to measure three or four times!

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Self Assessment: online help is just a click or a swipe away

Currently, the most common reason for speaking to an HMRC advisor is about coming out of Self Assessment. 

Customers don’t need to call HMRC and can instead visit GOV.UK to check if they need to send a Self Assessment tax return. 

If they no longer need to send one, they can use the online service to tell HMRC without the need to speak to an advisor.

The 5 most common reasons for calling the helpline are:

I no longer need to complete a Self Assessment tax return

I need to register for Self Assessment

Can you tell me if I still have to complete a tax return?

What’s happening with my Self Assessment registration?

What’s happening with my Self Assessment repayment?

More than 12 million taxpayers are due to complete Self Assessment for the 2023 to 2024 tax year and pay any tax owed by the 31 January 2025 deadline. HMRC’s Self Assessment helpline and webchat services are available for those who need them but there is lots of help available online.

Said: Myrtle Lloyd, HMRC’s Director General for Customer Services:

“We want to help customers get their tax returns right first time which is why we have produced a wealth of online resources and guidance to support them every step of the way. Just search ‘Self Assessment’ on GOV.UK to find out more and start your return today.”

Anyone who is new to Self Assessment needs to register to receive their Unique Taxpayer Reference before they can send a tax return for the 2023 to 2024 tax year.

Taxpayers may need to complete a tax return, even if they pay taxes through PAYE, for example, if they:

are self-employed and have earned gross income over £1,000

are self-employed and earned up to £1,000 and wish to pay Class 2 NICs voluntarily to protect their entitlement to State Pension and certain benefits

are a partner in a business partnership

had a total taxable income of more than £150,000

have received any untaxed income including pension income over £2,500

received income over £1,000 from trading or providing services online

have to pay the High Income Child Benefit charge

received interest from banks and building societies or investments (more than £10,000)

received rental or letting income from UK land and property

HMRC is encouraging customers to be prepared and have all the information they need ready to file their tax returns early, so they can avoid any last-minute stress and know what they owe sooner. HMRC has a range of online help and support and YouTube videos to assist anyone completing their return, including first-time filers.

Criminals use emails, phone calls and texts to try to steal information and money from taxpayers. Before sharing their personal or financial details, people should search ‘HMRC tax scams’ on GOV.UK to access a checklist to help them decide if the contact they have received is a scam

Customers should never share their HMRC login information with anyone. Someone could use them to steal from them or claim benefits or a refund in their name.

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Why Producing Long AdSense Videos is a Bad Idea: Stick to Short Videos for Better Results

Would you watch his advert if it was long?

In recent years, online video content has exploded in popularity, and monetisation through platforms like YouTube has become a viable income stream for many creators.

 AdSense, Google's advertising platform, offers a way to generate revenue from video content by placing ads. 

However, many creators make a critical mistake by focusing on producing long videos with the sole intention of inserting multiple ads. While it might seem that longer videos equal more ad revenue, this approach can be counterproductive. Here’s why producing long AdSense videos is a bad idea and why you should focus on short, engaging content instead.

1. Attention Span is Declining

Let’s face it: people’s attention spans are shrinking. Studies have shown that viewers are less likely to watch long videos, especially if the content doesn’t provide immediate value or becomes monotonous. If you create a lengthy video just to stuff it with ads, you risk losing viewers before they even get to those ads, thereby missing out on potential earnings. Shorter, punchy videos keep your audience engaged and eager to watch until the end, increasing the likelihood that they’ll sit through an ad.

 If I am watching a ten minute video on YouTube I would almost certainly not want it to be interrupted by an Adsense video that is over an hour in length, even though the subject matter of the advert might be worthy or interesting. And yes, there are people who make video adverts for YouTube that are over an hour in length.

2. Viewer Satisfaction and Retention

The user experience should be a top priority for any content creator. Bombarding viewers with too many ads or unnecessarily long content can result in frustration, leading them to click away or, worse, avoid your channel in the future. Short videos allow for minimal interruptions, which can keep viewers happier. A happy viewer is more likely to return to your channel, subscribe, and engage with future content, all of which contribute to long-term success.

3. Optimised for Mobile Viewing

A significant portion of YouTube’s audience watches videos on their smartphones. On mobile devices, shorter videos tend to perform better because they require less data and time investment. In contrast, long videos might deter mobile users due to buffering issues or the perception that they require too much time to consume. If your target audience is predominantly mobile, sticking to short, digestible videos will enhance the user experience and keep them coming back for more.

4. Ad Fatigue is Real

When viewers are exposed to too many ads in a single video, they can experience “ad fatigue,” which results in them skipping ads or, even worse, installing ad-blockers. By keeping your videos short and limiting the number of ads, you can avoid overwhelming your audience. A well-placed ad in a short video is more likely to capture attention than several ads spaced throughout a long one. This ensures that the ads served are actually seen and not skipped, maximising your AdSense revenue without annoying your viewers.

5. Algorithm Favouritism for Engagement

YouTube’s algorithm prioritises engagement, and this includes watch time and viewer retention. If your long video causes viewers to drop off halfway through, the algorithm may rank it lower in search results or recommendations. On the other hand, short, engaging videos with higher retention rates tend to perform better in search rankings and recommendations, attracting more views and potential revenue. Quality engagement from a short video can outperform a poorly watched long video.

6. Faster Production Turnaround

Short videos are quicker to produce, edit, and upload compared to their lengthy counterparts. By focusing on short, high-quality videos, you can release content more frequently. This not only keeps your audience engaged but also increases the number of monetised videos on your channel. Regular uploads can help you build a loyal following and boost your AdSense earnings in the long run, all while requiring less time and effort per video.

7. Better Targeting of Specific Topics

Short videos force you to focus on specific topics or ideas, which is highly beneficial for viewers who are looking for concise and valuable information. By narrowing down your content to a single topic, you can target your audience more effectively. When viewers know they can get the information they need quickly, they’re more likely to watch your entire video and click on ads that are relevant to the content.

Conclusion: Focus on Quality, Not Length

While the temptation to create long videos to maximise ad placements is understandable, it often backfires. Viewers are increasingly looking for content that is concise, informative, and entertaining.

 Short AdSense videos not only respect your audience’s time but also ensure better engagement, retention, and overall satisfaction. In the world of online content, quality trumps quantity every time, and sticking to shorter videos is a much more effective strategy for long-term success on platforms like YouTube.