Villages across Somerset are at risk of decline unless more local jobs are created to retain young people, a local councillor has cautioned. Somerset Council recently released its economic prosperity strategy, outlining plans to attract new investment and employment to the county. However, Liberal Democrat councillor Matt Martin, representing the rural King Alfred division, criticized the strategy for “aiming low” and failing to secure high-quality, well-paid jobs.
Councillor Martin voiced his concerns during the council’s climate and place scrutiny committee meeting in Taunton on April 28. He highlighted a troubling trend of young people leaving Somerset for cities like London, driven by a lack of local opportunities and soaring house prices fueled by outside buyers. “Villages in Somerset are starting to face the same fate as those in Italy, Spain, and France, where young people can’t afford homes and leave, resulting in villages dying out,” Martin said.
Living in Westhay, a small village between Glastonbury and Highbridge, Martin acknowledged his own role in this issue, admitting that influxes of wealthier newcomers like himself push up housing costs, further driving young residents away. His division includes several villages between Bridgwater, Glastonbury, and Highbridge, where local economies lack sufficient well-paid job options.
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“The lack of skilled, high-paying jobs means many young people have no choice but to commute or relocate,” Martin explained. He warned that offering primarily retail, warehousing, or data centre jobs is not enough to sustain Somerset’s youth or its villages. “If we don’t secure better employment opportunities, Somerset will suffer the consequences.”
He also expressed skepticism about artificial intelligence (AI) as a solution, arguing it could reduce rather than create jobs. “AI is mostly pattern matching and won’t replace human roles in the foreseeable future, but it can automate simple tasks and threaten existing jobs,” Martin said.
One key proposal is establishing a full-fledged University of Somerset to provide higher education locally and encourage young people to stay. While proud of the current university college, Martin believes it’s insufficient for the county’s needs. “A proper university will help retain talent and invigorate the local economy.”
The council is expected to debate and finalize its economic strategy by June, but Martin emphasizes that concrete actions — not just rhetoric — are vital to preventing Somerset’s rural communities from fading away.