Guildford – Total Impact Visibility

02 December 2020

Borough partners on Smart City Technology

A Smart Project

Ethos has announced it will partner with Guildford Borough Council and ecollective to design a new technology that will enable local authorities to support truly sustainable development.  This initiative has financial backing from Innovate UK the UK’s innovation agency. Innovate UK seeks to drive productivity and economic growth by supporting businesses to develop and realise the potential of new ideas. Innovate UK is part of UK Research and Innovation.

Continues a previous collaboration

Ethos and Guildford Borough Council have already collaborated to implement

Monitoring of the car parking spaces (5,500) around the town and shopper movements on the two main shopping streets: High Street and North Street.

This data is being used to improve understanding of available parking spaces.  Retailers are gaining valuable insights.  Finally local authorities have a better understanding of Guildford’s needs and to manage the development of the town centre.


The new project announced in November 2020 ‘A city-led recovery through Total Impact Visibility’ builds on this work by building technology that enables towns and cities build back better after Covid-19. The technology is aimed at enabling local authorities to support sustainable development by enabling the management of economic growth that is inclusive, responsible, and lasting.

Ethos’s technology will provide a Total Impact Visibility tool which identifies and values non-financial impact. Using artificial intelligence to analyse local data, the initiative helps councils to understand the balance between the positive and negative impacts generated by decisions. By valuing social, environmental, and economic impacts, council leaders would be able to compare the total impacts of their policy choices instead of relying solely on economic return.

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We want our town to be vibrant, attractive and liveable. We support development that brings a sense of place and enhances the best aspects of our town. If such aims can be embraced, we believe Guildford has the chance to lead the way in enabling sensitive and sustainable development.

Pressures for development are increasing. Planning rules are being eased. The Society’s commitment to standing up for Guildford is needed more than ever.

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