This document outlines 7 types of communities that may be prevalent in London in 2025 and describes the key characteristics of each community type, including: 1. Personalized Services communities value personalized solutions and social status. 2. Digital Collaboration communities value social connections and community. 3. Local Entrepreneurship communities value applying skills to local needs and community. 4. Self-Sufficient communities value developing self-sufficient communities without reliance on technology. 5. Just Coping communities value security and can only afford social housing. 6. Gated Communities value social status, security, and isolate themselves from the outside world. 7. Prevalence of each community type is

1. Type of
Community
Personalised
Services
Digital
Collaboration
Local
Entrepreneurship
Self Sufficient
Communities
Just Coping
Communities
Gated
Communities
Prevalence in
London in 2025
Low High Low Medium Medium Medium
What people want People who want
solutionspersonalised
to their needs – be it
how they live, work
and socialise. They
value social status.
People who want to
connect and
collaborate with
people,whereverthey
are. They value social
status and
community.
People who want to
apply their skills to
develop new products
and services to local
needs. They value
community.
People who want to
develop self-sufficient
communitiesthatdon’t
rely on technology.
They value community
People who are
underworked or
overworked and can
only afford to live in
high rise social
housing. They value
security.
People who want to
ensure they’re safe
from the outside
world to live their
luxurylifestyle. They
value social status
and security.
Dominant values Settlers (Golden
Dreamers) to
Prospectors (Happy
Followers)
Prospectors
(Tomorrow People) to
Pioneers
(Transcenders)
Prospectors
(Transitionals) to
Pioneers (Transcenders)
Settlers (Brave New
World) to Pioneers
(Concerned Ethicals)
Settlers (Roots) to
Settlers (Certainty
First)
Settlers (Golden
Dreamers) to
Prospectors
(Tomorrow People)
Likely percentage
of population1
10.1 25.9 9.5 14.0 22.9 17.6
Wards where
these
communities may
be more prevalent
Clapham, Streatham
& Stockwell
Brixton, Clapham,
Clapham Park &
Kennington
Brixton, Kennington &
Oval
Herne Hill, Streatham
& West Norwood
Clapham,
Kennington &
Stockwell
Princes & Bishops
What people
consume
Provide data about
themselves and
interact frequently
with brands to ensure
they get personalised
products, services &
experiences.
Provide data about
themselves to match
up with people who
wantto consume (and
develop) newservices
& experiences.
Developtheirknowledge
& skill in renting
out/sharing reused
products and even
developing products &
services with others that
can be reused.
Rent out and share
their products & food
with others in the
neighbourhood.
Cannot afford nor
access products &
services, so create
their own
experiences.
Pay for the
convenience of
providers selecting
and gettingthem the
best products &
services.
Where people Combination of big Directly from Directly from local Directly from local On the street from Personal butlerswho
1 Based on Mosaic Groupings: PS: G27+G30. DC: G28+h36+N62+N65. LE: G26+G29+C11. SSC: I39+I41+I40. MC: N63+N64. GC: G31

2. consume brands and specialist
services, all online
specialist services,
producers &
exchanges, often
online
services, producers &
exchanges, offline and
online, often which they
contribute tothemselves.
producers& exchanges
& second hand shops,
often which they
contribute to
themselves.
informal sellers buy from big brands
and specialist
services, offline and
online.
How people spend
their free time
People have a “work
hard, play hard”
lifestyle, focusing on
personalised and
virtual reality
experiences.
People spend their
free time at home
online socialising.
People blur leisure and
work,such that their free
time is spent with
colleaguesandfriends, in
their neighbourhood
People blurleisure and
work, such that their
free time is spent with
colleaguesandfriends,
intheirneighbourhood
Even if people have
limited free time,
they will spend most
of it in the street in
informal
entertainment.
People spend their
free time in their
gated community or
travelling abroad,
while people living
outside have hardly
any free time.
How people get
along with each
other
People are tolerant
towards each other,
including new
immigrants, even
though the virtual
ghettoesmake society
as a whole less
cohesive.
People are tolerant
towards each other,
including new
immigrants, even
though with such high
human churn, fewer
people than ever
claim to know their
neighboursorfeel any
real attachment to
where they live.
People are happy living
alongside one another,
and will join forces to
collaborate around
common causes or
opportunities, including
from different cultures.
People are happy to
support each other in
their neighbourhoods,
which are becoming
smaller due to the
shrinking population.
Because people live
and work in the same
area, there is greater
intergenerational
solidarity.
Even if there is
competition for
scarce resources,
because everyone is
struggling, while
tensions flare up,
most of the time
people just make do
and get on.
People only mix
within the gated
communities they
live in and avoid as
much as possible the
outside world.
What community
activities are
most prevalent
People engage around
the brands which are
very present in the
neighbourhood.
Short-term coalitions
of groups with similar
objectives.
Sustainable coalitions of
groups around skills &
professions
Communities around
streets &
neighbourhoods
On the street Within gated
communities
How communities
organise
Organisations created
or sponsored by
brands.
Charities & social
enterprises are
financed by corporate
Digital online
networks emerge as
sources of cohesive
values with effective
memberships, which
blur personal & work.
Local community groups
thrive and gain influence
in organising local
activity, both in the
neighbourhood and the
workplace.
Local community
groups thrive and gain
influence in organising
local activity, both in
the neighbourhood
and the workplace.
Community groups
act as mediators
between the
“insider” and
“outsider”
communities, while
Community groups
act as mediators
between the
“insider” and
“outsider”
communities, while

3. philanthropy. Campaigngroupstend
to single-issue,mostly
short-lived, and often
ineffective in
connecting their
agendas with
representative
politics.
Political parties have
diminished, turning
into temporary
coalitions of single
issue groups.
Online support
networks run their
own charity & social
enterprise services
Campaign groups tend to
articulate needs of the
neighbourhood to the
local council.
Political parties act as a
bridge fromthe groups to
access investment for
them.
Charities & social
enterprises develop
services with local
partners.
Campaign groups tend
to articulate needs of
the neighbourhood to
the local council.
Political partiesact as a
bridge from the
neighbourhood to the
local council.
Charities & social
enterprisesare run at a
street level.
trying to fight for
competingresources.
trying to fight for
competingresources.
Political parties act
for the interests for
individual
communities,
sometimes to the
exclusion of others.
Charities & social
enterprisesfragment
provision for specific
communities.
Where conflict
might arise
Due to the high
proportion of
opportunitiesaimedat
young people, older
people and even
families don’t feel
valued.
Due to the high
proportion of
opportunities aimed
at youngpeople,older
people and even
families don’t feel
valued.
Due to the focuson skills,
people who don’t have
the confidence or
networks don’t feel part
of the community.
Due to the focuson the
neighbourhood, people
who don’t come from
there don’t feel like
they belong.
Due to a feeling of
segregation and
suspicion, there are
tensions between
communities.
Due to competition
over scarce
resources, there can
be tensionsbetween
communities.
What motivates
people to engage
in public services
People whowantbasic
services to enable
themto live theirlives
freely and the
infrastructure to be
able to make the best
use technology gives
them.
People who want the
infrastructure to be
able to make the best
use technology gives
them and
opportunities to
collaborate with
others.
People who want the
financial and political
investmentbycouncils to
support them to develop
local products and
services.
People who want the
financial and political
investment by councils
to focus on their
community.
People who can’t
afford private
services and have
given up on public
services, relying on
charity.
People who don’t
need any services
fromcouncils as they
pay them privately.
What motivates They are happy to pay They are happy that Theyare happythat taxes They may think that They may not even They may think they

4. people to pay tax a basic tax for basic
services, but think
other services should
be chargeable and not
funded through tax
taxes are used to help
people as long as
they’ve contributedto
the system
are used to help people
as long as they’ve
contributedtothe system
taxes they pay should
go to help their local
services, not close
them down.
earnenough through
the formal economy
to pay tax.
shouldn’t pay tax,
given they don’t
need the services.
Who people hold
responsible
Individual
responsibility(andany
imposed restrictions
on individual
autonomy).
Individual
responsibility as much
as the inequitable
system (and those it
empowered).
Those whodid not follow
instructions as much as
the inequitable system
(and those it
empowered).
The inequitablesystem
(and those it
empowered).
The inequitable
system (and those it
empowered).
Individual
responsibility (and
any imposed
restrictions on
individual
autonomy).
Value of the
council for this
community
Only focus on keeping
streets clean & safe
and maximising
people’s individual
freedom
Onlyfocus on keeping
streets clean & safe,
while opening up
infrastructure to
enable people to help
themselves
Support and work with
local communitiestohelp
them develop local
businesses and
infrastructure
Support and work with
local communities to
help themselves and
each other
Support and work
with local
communities to help
them develop local
businesses and
infrastructure
Only focus on
keepingstreetsclean
& safe and
maximising people’s
individual freedom
Challenges for
councils
How to cope with a
very mobile and
changing population
How to provide the
relevant digital
infrastructure
How to convince this
community of their
value
How to provide the
relevant digital
infrastructure
How to encourage
people to look after
themselves and each
other and support
themwhen they need
it
How to encourage people
to look after themselves
and each other and
support them when they
need it
How to deal with a
shrinking population
and less investment
How to encourage
people to look after
themselves and each
other and support
them when they need
it
How to engage this
community to help
them meet their
needs
How to mediate
between competing
interests
How to convince this
community of their
value
How people look
after themselves
People relying on
healthtechnologies to
tell them how to look
after themselves, but
excessive focus on
performance affects
People help each
other to cope with
their changing
lifestyles through
digital support
networks, which can
People develop local
support networks and
cooperativestolookafter
themselves, which can
fail people when those
aren’t available.
People convinced
public services to fund
healthcare. Lifestyle-
related illnesses
decrease, while
technologies less
People help each
other to cope when
they can, which can
fail people when
those aren’t
available.
People use private
health services, but
excessive focus on
performance affects
their mental health

5. their mental health fail people whenthose
aren’t available.
available to treat
health issues.
How people learn People want to their
learning to be
personalised to their
needs, online and to
be able to “pay per
module”
People want to learn
with others, online
and in ways they can
apply to real-life
issues
People wanttolearnwith
otherslocally andin ways
theycan applyto real-life
issues
People want to learn
with others locally and
in ways they can apply
to real-life issues
People want to learn
with others locally
and in ways that can
help them make a
living and get by
People want to their
learning to be
personalised to their
needs, in their gated
communityandto be
able to “pay per
module”
How people get
around
People travel in very
flexible forms of
transport, like
driverlesscars,as they
don’t live or work
anywhere fixed for
very long.
Use online muchmore
to work and socialise.
People use car and
bike sharing as they
wantto spendall their
time connecting.
Use online muchmore
to work and socialise.
People try and walk and
cycle everywhere, or
public transport, as well
as workingandsocialising
online.
People try and walk
and cycle everywhere,
or public transport.
People try and walk
and cycle
everywhere, but use
car sharing & public
transport to go to
work.
People travel rarely,
with chauffeured
taxis and rather
avoid travelling due
to feeling unsafe in
the city.
Related scenarios
in other research
Singular Super
Champions
High Tech City
Digital City
Tourist Experience
City
Super Global City
Governing the
Commons
Campus City
Super Global City
Local Loops
Omnivore City
Liveable City
Growing Outwards
Empathetic
Communities
In the Slow Lane
Edge City
Divided City
Off the Rails
Falling Apart
Business Lounge City
Super Global City
Fortress City
Homeland City