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Chapter Two Motivations for relocating to Scotland

Introduction

2.1 This chapter examines the motivations for relocating to Scotland among the different groups included in the study. The first section examines the key reasons driving the relocation decision and categorises respondents into a typology based on reasons for relocating. These typologies are unique to this research. The location decisions by economic sub-groups of entrepreneurs, employees and post graduates are also considered, as well as from the perspective of the origins of in-migrants.

Reasons for relocating to Scotland

2.2 As with most decisions, particularly the larger life changing ones, there are different stages to the decision making process, beginning with some kind of catalyst for change and leading through to final actions. For many in-migrants Scotland - as a country, a concept or a culture - did not necessarily appear in the first stages of decision making, but emerged as more important further into the process.

2.3 On the whole, as well as being secondary in the timeline of the decision making process, lifestyle and cultural factors relating to Scotland were also very much secondary in importance. In fact, with the exception of a small minority of cases, decisions were made in relation to economic factors with post-rationalisation of the decision relating to positive factors of living (and often staying) in Scotland. This finding supports the arguments of Harrison which propose that the availability of economic opportunities take precedence over location in the decision making process (Harrison et al, 2003).

2.4 For many overseas in-migrants, Scottish separateness from the UK had been a very minor issue or, in many cases, Scotland had not actually been considered as a separate entity within the UK, especially in the early stages of decision making. For those coming from the rest of the UK, Scotland was seen as a separate entity, but more as an alternative to where they came from than a completely different country. However, some in-migrants did express surprise at the differences experienced, as reported in Chapter 4.

Key Reasons for relocating

2.5 The key reasons driving the relocation amongst the respondents were:

• Employment and economic opportunities
• Higher education
• Proximity of family
• Lifestyle - pace or interests
• Return to roots

Generally, the key initial driving factor tended to be economic or education related but then secondary factors associated with lifestyle, culture and friends and family were considered. There were however a minority for whom the latter issues were more important drivers than the former. This is considered in more detail below.

Typology of in-migrants

2.6 The Fresh Talent Initiative focuses on three economic status groups: entrepreneurs, employees and post graduates. This research study found that within these groups there were significant differences in motivations for relocating to Scotland. Although not everyone fits neatly into a classification - in some cases there were slightly different motivations within a household - it was possible to categorise in-migrants into a useful typology which demonstrates the key initial drivers for relocation. The four groups that emerged from this study were:

• Pragmatists
• World Citizens
• Lifestage Returners
• Lifestyle Pursuers

Each typology, and their motivations for relocating to Scotland are expended upon below.

Pragmatists

2.7 These were in-migrants who relocated for an economic or educational purpose and for whom Scotland as a location was secondary. A number of entrepreneurs who were offered funding by Scottish public bodies fell into this typology, as did many employees who were offered jobs in Scotland. Most post graduates fitted into this category as they were relocating for educational purposes, rather than any desire to live in Scotland specifically. An example, of a Pragmatist is an employee who moved from overseas who when asked about why he chose Scotland said:

"I had interviews here, I had interviews there, but this was a better interview. It's that simple." (An employee from overseas)

Other Pragmatists described Scotland as a location as "irrelevant"; they were clearly coming for the economic opportunity as opposed to the place.

2.8 There were differences between Pragmatists from the UK and those from overseas. Many from overseas were actively seeking a position in the UK, and Scotland as a final location was incidental. For example, one employee from overseas said:

"We were looking for a place in the UK but there was an opportunity here that just opened up - it was the opportunity rather than Scotland itself." (An employee from overseas)

2.9 Although a number of Pragmatists were part of what Florida would call the creative class (2002), their motivations for relocating to Scotland were not driven by an attraction to be with similar people. Rather they were following economic opportunities. Although this was a qualitative study, and the sample were not chosen representatively, more in-migrants fell into this typology than any other. This suggests that the experience of in-migrants moving to Scotland is closer to Harrison et al's research than the Florida argument. Harrison et al argue that people are attracted by suitable economic opportunities over similarly creative people (Harrison et al, 2003).

2.10 Pragmatists - Typology Summary

• Key driver for relocating was economic/educational purposes
• Scotland as a location was secondary in their decision
• Had realistic expectations of life in Scotland
• Faced some barriers in settling in; but often not significant
• Generally undecided as to whether they would stay on, but were often happy in current situation

World Citizens

2.11 Generally, those within this group relocated to Scotland because of an opportunity offered by an employer, and their key reason for relocating was the career opportunity and life experience. The defining difference between this and the Pragmatist typology was a tendency to have lived and worked in several countries or locations, often for the same organisation or type of organisation (often large multi-nationals). This group were the least likely to view their move to Scotland as permanent.

2.12 World Citizens are similar to Boyle and Motherwell's 'Tumbleweeds' in their research on the Irish in-migration experience, in that they were very footloose and got a 'buzz' from new adventures and traveling (2005). However, their choice to live in Scotland was principally shaped by career ambitions, unlike the Tumbleweeds. The Tumbleweeds Boyle and Motherwell discuss, no doubt exist in the Scottish experience, however the jobs that they did which characterised them and were somewhat incidental to their travel experiences, such as bar work, were not covered in the interviews conducted.

2.13 World Citizens - Typology Summary

• Key driver for relocating was life experience of living in another country through employment/academic opportunity
• Had lived and worked in several different countries
• Did not face many barriers to settling in
• Most likely to see move to Scotland as non-permanent
• Often had thoughts on where they might relocate to next

Lifestage Returners

2.14 Lifestage Returners were those born and brought up in Scotland who moved to other locations, within the UK or overseas, to pursue educational or career opportunities and who have returned to Scotland. The main driver for returning was generally family reasons - either to be near their own families or for their children to experience being brought up in Scotland. Returners without children were often moving back to be near friends and family. Returners with children were often moving back so that their children could be near older family members, and grow up in an environment they were familiar with.

2.15 Examples of Lifestage Returners included an employee who had moved to London to kick start a career in the legal profession. After a few successful years, he decided it was time to return to be nearer friends and family. Similarly, a couple from Aberdeen spent several years working abroad for a large multi-national organisation. The decision to return to Scotland was largely driven by the fact that they had had children:

"We felt our children knew nothing about Scotland…we wanted them to have somewhere that they might be able to call home because up until that point in time they very definitely didn't. We also felt it was time to touch base again with home, in particular with ageing parents." (A couple returning from overseas)

2.15 Lifestage Returners - Typology Summary

• Born and brought up in Scotland; key driver was location
• Left to pursue educational or career opportunities
• Returning to Scotland for 'lifestage' reasons
• To be nearer family and friends
• To bring up own family in Scotland
• Often had unmet expectations of life 'back home' and faced barriers to settling in

Lifestyle Pursuers

2.16 This group were people who had relocated specifically for a change of lifestyle, whether a 'rural idyll' or merely a 'slower or different' pace of life, and who did not have previous family connections in Scotland. In-migrants coming from the rest of the UK were more often in this group than those from overseas.

2.17 There were two types of Lifestyle Pursuers: those for which Scotland specifically as a location was a key driver (mainly from previous holidays), and those who were driven by a lifestyle dream that Scotland coincidentally offered. The minority specifically chose Scotland whilst others considered a range of options within the UK. For example, a couple moving with their family from South West England were pursuing a location that would offer them a quieter lifestyle:

"Our first option was Devon but it was just twice as expensive…Then we were looking at South Wales … Then we came up here and had a look up here…and decided straight away."

2.18 For those within this group, there often appeared to be a 'push' from their previous location rather than a specific 'pull' to Scotland. This group strongly supports Harrison et al's argument that the decision to move from a previous location precedes the consideration of the place to relocate to (2003). This was particularly true of those coming from London and South East England. When consulted in the focus groups, in-migrants identified with this typology:

"I did experience a push from my previous location. I was living in the centre of London and it was just too crowded and noisy and I was paying a fortune for a flat." (Edinburgh focus group - employee from the South East)

2.19 Lifestyle Pursuers - Typology Summary

• Key driver for relocating was pursuing a change in lifestyle, therefore location important
• Often from the rest of the UK
• Two types of Lifestyle Pursuers
  • Knew Scotland and were pursuing that dream specifically
  • Wanted a change in lifestyle and Scotland fitted into their dream
• Experienced a 'push' from their previous location over a 'pull' to Scotland
• Often relocated without economic opportunities organised
• Disappointed with local job markets and therefore sometimes dissatisfied with the move

Summary of typologies

2.20 One of the key variables between the different groups in the typology is the weight that location had in the decision making process. For some (Lifestage Returners and Lifestyle Pursuers), location is a key driver while for others (Pragmatists and World Citizens) location came further down the line and was certainly less important than an economic opportunity for making the move.

2.21 Although this is essentially a qualitative study, more respondents displayed the characteristics of Pragmatists than any other typology. This means that, as suggested above, Scotland per se is not a key factor driving the initial relocation decisions of many in-migrants, apart from those with previous family ties or roots to the country. This would suggest that at present, the Scottish experience does not reflect Florida's description of a country that attracts creative classes who are attracted to places by human capital (2002). Our findings reflect Harrison et al's assertion that:

"…the nature of the 'job' appears to take precedence over the 'place' in the decision of individuals to move, or return, to Scotland."(Harrison et al, 2003)

Motivations by economic sub-groups

The Scottish Executive is interested in relocation issues for three economic sub-groups of entrepreneurs, employees and post graduates. The motivations of these groups are considered in detail below. Due to the lack of homogeneity in motivations for relocating within each group, the above typologies may better define in-migrants.

Entrepreneurs

2.22 There was some diversity in the motivations for relocating for the entrepreneurs in this study. Firstly, there were those who had been approached by public bodies, and were motivated by the business incentives offered in Scotland. These were very much the Pragmatists or World Citizens, and had not previously expressed any great desire to live in Scotland. This group were all very satisfied with their experience of relocation. Secondly, there were in-migrants who had moved to Scotland for lifestyle factors, and subsequently became entrepreneurs. They fell into the Lifestyle Pursuer category to a great extent; there were also some Lifestage Returners. The decision to set up their own business was mainly in response to not being able to find suitable employments. Maybe attributable to this, their experience of being an entrepreneur, and of relocation, was not as favourable.

Employees

2.23 There was a broad range of motivations to relocating to Scotland for the employees in this study. Of the three economic sub-groups, employees had the least homogeneity in motivations. Within the typology framework, there were employees within each category. For Pragmatists and World Citizens, most of the Lifestage Returners who had been economically motivated to move, they had their jobs organised before they relocated. For the Lifestyle Pursuers it tended to be the case that they had come from the UK and sought work once they had made the move. This included highly skilled people who made assumptions that they would easily be able to find work post relocation, with an awareness that they would have to compromise on salary. However, for a number, the economic opportunities were not as abundant as hoped for, and there was evident dissatisfaction with their situation.

Post graduates

2.24 There was little diversity in the motivations of post graduates relocating to Scotland. They nearly all did so because of the academic reputation of the university they attended. There was little evidence of a pull to Scotland because of location specifically, although a few did mention that they chose Scotland over England because of the Fresh Talent Working in Scotland Scheme which allowed them to continue working in the country after graduation. However, for those coming from overseas, they were pulled by factors related to the UK as a whole (as outlined above). Due to this, nearly all post graduates fall into the Pragmatist typology.

2.25 Amongst post graduates interviewed who had finished studying in Scotland, there was a mixture of those in employment who were satisfied and those who were not. Those who were satisfied, had progressed into academic fields within Scotland - they were a mixture of English and overseas in-migrants. Those who were dissatisfied were in unsuitable employment and felt frustrated at the lack of economic opportunities available to them; this included some people on the Fresh Talent Working in Scotland Scheme.

It is clear that there are key differences in motivations for in-migrants depending on where they have relocated from. The differences between those coming from overseas, the rest of the UK, and as returners, are considered below.

Location decision by origin of in-migrants

In-migrants from overseas

Choosing the UK

2.26 Amongst those relocating from overseas, the UK as a whole was a key factor influencing location decisions. As discussed above, the decision to relocate to Scotland was, in many cases, made for respondents who were looking for an economic opportunity when the best opportunity arose in Scotland. However, for those who had not previously resided in the UK, there were some specific key 'pull' factors - with the most important being:

• The dominance of the English language
• The importance of the UK as an economic power
• Life opportunities compared with country of birth, including schooling
• Work/visa opportunities for EU citizens
• Academic reputation of universities

Choosing Scotland

2.27 For those who had decided on the UK but had to make a location choice within the UK and chose Scotland, the decisions again were largely pragmatic and opportunity based with few making decisions on a cultural or similar basis. Some had not even considered that there were differences between Scotland and the rest of the UK:

"…from the outside, you always consider the UK as a general - you don't consider England as something and Scotland as something. Once you've been here it is clear there are differences…" (An entrepreneur from overseas)

2.28 There were, however, some key 'pull' factors seen as important in choosing between, for example, Manchester and Glasgow or Reading and Aberdeen. Some of the main 'pull' factors of Scotland within the UK context were:

• Perceived quality and good reputation of some specific higher education academic institutions (particularly among overseas post graduate students)
• The control or research centres for certain industries including oil, chemical, life sciences and finance for all three sub-groups of entrepreneurs, employees and post graduates
• The Fresh Talent Working in Scotland Scheme
• Some public sector run schemes and initiatives for entrepreneurs and employees

2.29 Examples of how these 'pull' factors influenced the location decisions of some overseas locaters include:

"I think the education in the UK is good - better than some other European countries. I applied to some in Scotland and some in England but when I looked at the history of Aberdeen University I think this is better so I decided on Scotland." (A post graduate from overseas)

"It is the oil capital of Europe and our company has a big base here." (A returner from overseas)

"If I could have got a job in London and a visa, I would have lived there permanently but here I have the Scottish Fresh Talent visa." (A post graduate from overseas)

"It was the Talent Scotland website where I originally found the job attachment and to be honest the location was almost irrelevant." (An employee, previously living in the USA, from England)

In-migrants from the UK

2.30 There were some cultural, political or lifestyle factors suggested as specific pulls towards Scotland within the UK context. For example:

• Positive perceptions of lifestyle - slower, more relaxed
• Less traffic
• Good public services - particularly education
• Reduced cost of living - particularly compared with South East England

2.31 Even among those relocating to Scotland from within the UK, the majority had not consciously made a distinction between Scotland and the rest of the UK in their decision making process. For example, the main location criteria for a prospective post graduate student who was looking for a university to undertake her PhD, was to be north of the Midlands. In another example, an entrepreneur had made a conscious decision to move to a rural location in order to enter the hospitality industry and seriously considered parts of Wales and England before settling on the Scottish Borders. Similarly, another entrepreneur now based in rural Scotland said about the process, "We started looking all over the place - Dorset, Cornwall."

2.32 A few of the UK in-migrants with no previous family connection with Scotland had a real desire to live in Scotland owing largely to childhood or young adult holidays taken in the country. However, even among those with a desire to live in Scotland, it was more likely to be specific locations within Scotland rather than Scotland per se:

"I had kind of decided I would move to Edinburgh … Obviously my past experience of visiting. I have probably never been to a city anywhere else that is like here." (An employee from England)

Returning Scots

2.33 Those with existing connections with Scotland had broadly similar reasons for returning. Like most in-migrants, the location was, to a certain extent, the second part of the decision making process, but was more important once a relocation decision had been made. There were very strong wishes to 'return to roots' and particularly to expose children used to living outwith Scotland to Scottish culture and way of life.

2.34 Key pull factors for returners were:

• Perceptions of lifestyle - slower, more relaxed and safer

"I think the kids were the big drive to be honest, we didn't want to bring the kids up in a South East environment…There was crime … I didn't feel it was the right place for them. I was brought up in the central belt of Scotland in the middle of the sticks and know that having freedom as a child is something to cherish." (A couple from South East England)

• Family ties and the wish for children to experience their own culture

"We got to the stage when we felt our children knew nothing about Scotland and we wanted them to know about their cultural background." (An employee returning from overseas)

• Some public sector run schemes and initiatives for entrepreneurs and employees

"We were applying for a Smart Grant in England and they put a cap on it so we decided to apply to Smart in Scotland. So basically we decided to set the business up in Scotland." (An entrepreneur returning from South East England)

2.35 These respondents had not previously been considering locating to Scotland (despite one of them originally being from Scotland) - they had been looking at other locations such as Wales, Cumbria and Northumbria. Had the funding opportunity in Scotland not emerged, they would not have considered Scotland. However, once the opportunity arose and they looked at Scotland in detail, they noted some key benefits not previously considered - in particular, the cost of premises was considerably cheaper than in the other locations they had considered.

Conclusions

2.36 For many in-migrants, the decision to relocate was often made in relation to economic factors. Lifestyle factors relating to Scotland were often secondary in the decision making process.

2.37 The motivations to relocate to Scotland of the in-migrants were used to develop a typology framework. The 4 typologies and the motivations that epitomise them are:

• Pragmatists - economic opportunities
• World Citizens - economic opportunities and experience of another country
• Lifestage Returners - family connections
• Lifestyle Pursuers - changes in lifestyle

2.38 Motivations by the economic sub-groups of entrepreneurs, employees and post graduates interviewed in this study were considered:

• Entrepreneurs motivations for relocating were split by those who were helped to relocate their business to Scotland via the public sector, and those who set up a business out of economic necessity. The former group were more commonly Pragmatists and World Citizens, where the latter group were Lifestyle Pursuers.
• Of the three sub-groups there was most variation in terms of motivations for relocation amongst the employees.
• The post graduates had the most homogeneity in motivation; that being the academic reputation of the university they attended. However, there was little differentiation between Scotland and the UK as a whole.

2.39 This chapter also highlights the differences between relocation motivations according to origin of in-migrants. The main findings were:

• Those coming from overseas were attracted to the UK as a whole more than Scotland per se. Choosing Scotland largely came down to pragmatic reasons.
• Those from the rest of the UK also made little distinction between Scotland and the UK as a whole. However, lifestyle factors played more of a role in their decision making process than those from overseas.
• Amongst returning Scots, family connections in terms of going back to older family and bringing up younger family in Scotland were the most salient motivators.

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