Today is the 10th annual Staffordshire Day, a celebration of the people, places and stories that define our county.
Here, Louisa Shaw, from We Are Staffordshire, the county’s place promotion agency, talks about how what began as a moment of pride has grown into something far more powerful – a platform to champion Staffordshire’s strengths, raise our ambitions and speak with confidence about our future.
“When used well, a county day is about much more than bunting and branding. It is a chance to ignite civic pride, to bring together businesses, communities and leaders around a shared identity, and to use our collective voice to influence change. In a world where places must work harder than ever to stand out, Staffordshire Day has become a vital tool for telling our story on our own terms.
This year, that ambition was on full display at We Are Staffordshire’s Staffordshire Day at the House of Commons 10th anniversary celebration event earlier this week, where leaders from across the county came together to put Staffordshire firmly on the national agenda through a marketplace featuring 20 Staffordshire businesses, plus another 30+ businesses participating in three, focused roundtables.
The discussions explored the issues that matter most to our future: the role of culture and heritage as drivers of pride, identity and regeneration; how technical education and qualifications can better support employers through stronger collaboration between further education providers and business; and The Interview Promise – a practical commitment from employers to support care‑experienced young people into meaningful employment.
Taken together, these conversations show how a county day can be about outcomes, not optics. They demonstrate the power of convening local voices in the right place, at the right time, to influence policy, shape relationships and turn shared challenges into shared action.
But central to such conversations is the role of our people as ambassadors. Staffordshire’s businesses, cultural leaders, celebrities and successful alumni have a vital part to play in advocating for our place and shaping how the county is seen and understood. By telling their own stories, collaborating across sectors and unapologetically backing this place, they become Staffordshire’s mouthpiece and its salesforce – challenging outdated perceptions and replacing them with authenticity, pride and confidence.
That same spirit underpins the launch of our latest campaign, We Are Proud. We Are Staffordshire. Marking the county days 10th anniversary, the short film brings together Staffordshire celebrities and successful alumni to directly address negative perceptions identified in a national YouGov poll in 2023-24 – doing so with humour, warmth and a clear sense of pride. It is both a celebration and a challenge, setting out a bold, human view of for the county’s past and future. The film can be viewed here: We Are Proud: We Are Staffordshire
Ten years on, Staffordshire Day stands as proof that when places believe in themselves – and speak with one voice – they can change the conversation, and shape what comes next.”
- To find out about wider celebrations taking part to mark Staffordshire Day’s 10th anniversary visit Staffordshire Day 2026.
- Read more about the Staffy Trail, launched today, here.
