The Strategy and Action Plan will prioritise seven key economic, environmental and social factors.

Image: Sainsbury Wellcome Centre

PRIORITIES

1. Thriving Economy

We will activate and curate Fitzrovia’s key streets and ensure high occupancy rates.

2. Circular Economy

Reducing material consumption to reduce waste through better maintenance, refurbishment and/or turn waste products into added-value products for use in the district.

The University of Westminster’s Cavendish Living Lab focuses on co-creating sustainable solutions to real-world problems. Students work collaboratively with their peers, academics and various stakeholders to address issues such as food waste, plastic waste and wastewater.

In partnership with Kaffeine Café and Espresso Bar, coffee grounds are recycled to grow microgreens, which are donated to the Fitzrovia Soup Kitchen. This collaboration highlights how a local micro-circular economy can operate in practice.

3. Buildings’ Emissions

We will accelerate programmes to reduce carbon emissions and energy costs

Buildings’ energy use is the major cause of carbon emissions in Fitzrovia contributing to 55% of total carbon emissions (2021).

Up to 80% of commercial buildings will not be lettable in 2030 due to their energy rating unless interventions are made to achieve an EPC rating of A or B.

4. Air Quality

We will accelerate programmes to reduce carbon emissions and energy costs and work with businesses and the community to improve our area’s air quality.

Average annual concentration of NO2 in the Fitzrovia District*

Health limit

TFP_Sustainability_Website_AirQuality_2_600px_270325
Commercial activity is the main cause of NO2 followed by road transport, with Euston/Marylebone Roads being the most polluted in London.
* Source: DEFRA – as of March 2025
5. Green Space

We will work with partners to increase green space and support nature recovery across Fitzrovia.

FITZROVIA

3.9m2

WESTMINSTER

21.7m2

CAMDEN

24.5m2

Maintenance of the area’s green spaces and planters needs further interventions.

6. Public Realm and Sustainable Transport

We will reimagine key streets to support walking, cycling and healthy lifestyles.

Streets and spaces are not always prioritised for people to dwell and children to play – particularly in Fitzrovia Westminster. There are few cycle routes compared to other areas.

7. Recycling and Waste

Recycling rates are below the London average for Local Authority-managed waste and currently not on target to achieve the 2030 London-wide target.

Average Recycling Rates

London Target

65%

London Average

33%

Camden

28%

Westminster

25%

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