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Introducing Shelter Housing Insights for Communities

Karen StalbowCampaigns Manager

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Why now?

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Housing need During 2010 more than 68,000 households were found to be homeless in

England, while across the UK, over 36,000 homes were repossessed

Nearly 50,000 homeless households were living in temporary accommodation in England at the end of 2010

In the same year, 630,000 households were living in overcrowded conditions across England

To meet housing need and demand in England, Shelter estimates that an additional 242,000 homes are required each year

But only 101,470 homes were completed in England in 2009/10

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A new era of localism

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The public are concerned about the lack of affordable housing…..

Not at all concerned Not very concerned Fairly concerned Very concerned Extremely concerned

37% 25% 19%-12%

35% 26% 17%-14%

37% 25% 17%-14%

33% 21% 12%-22%

-3%

-4%

-3%

-6%

The lack of affordable homes in Britain

The growing number of people who are losing their home because they can’t afford their

housing costs

The increasing divide between those who have a decent home

and those who do not

The lack of protection for people who rent their homes privately

0%-20% 20% 40% 60%

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….but many do not want new homes built near them

72% agree

21% disagreeBritain needs more homes

Would oppose a decision to build more homes in their

street48%

* Source: YouGov, House Builders Federation, May 2004

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Knowing the different groups in your communities

Insight into people’s attitudes and beliefs to find the right messages to achieve behaviour change

Selecting the right communications’ channels to target messages

Nudge“The challenge is to find ways to encourage people to act in their own and in society's long-term interest, while respecting individual freedom” Richard Thaler, Advisor to the Behavioural Insight Team

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Delivering a new approach

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A free online resource for cost-effective, targeted housing development communications

Shelter’s response

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What have we done?

Shelter Housing Insights for CommunitiesShelter Housing Insights for Communities

ACORN demographics

& communications

channels

Omnibus survey

National housingsurveys

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The technical bit

The methodology

Importing previously unavailable

housing surveys* into

and profiling them

ACORN is a geo-demographic segmentation of the UK’s population. It segments small neighbourhoods, postcodes or consumer households into

5 Categories, 17 Groups and 56 Types

ACORN is a geo-demographic segmentation of the UK’s population. It segments small neighbourhoods, postcodes or consumer households into

5 Categories, 17 Groups and 56 Types

* A full list is at the back of the book and on the website

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The outputs and benefits

Outputs

Benefits

Cost-effective and streamlined communications

Better public

engagement

Audience prioritisation

Insight into housing attitudes

Tailored messages

Prioritise channels

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The outputs

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Housing InsightHigh

HighLow

Likelihood to actively oppose planning applications

Lik

eli

ho

od

to

ac

tiv

ely

op

po

se

ho

us

e b

uil

din

g

Low

High Rise Hardship (5P)

Starting Out (3G)

Inner City Adversity (5Q)

Struggling Families (5N)

Burdened Singles (5O)

Educated Urbanites (2E)

Aspiring Singles (2F)

Prudent Pensioners (3J)

Blue Collar Roots (4M)

Secure Families (3H)

Prosperous Professionals (2D)

Settled Suburbia (3I) Flourishing Families (1C)

Wealthy Executives (1A)

Affluent Greys (1B)

Post IndustrialFamilies (4L)

Asian Communities (4K)

The likelihood to actively oppose housing development, nationally ….

NATIONAL Overview

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… and locally; an example, The Royal Borough of Windsor and MaidenheadHousing insight

High

HighLow

Likelihood to actively oppose planning applications

Lik

eli

ho

od

to

act

ivel

y o

pp

ose

ho

us

e b

uil

din

g

Low

Struggling Families (5N)

Starting Out (3G)

Secure Families (3H)

Flourishing Families (1C)

Wealthy Executives (1A)LOCAL Overview

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Audience Prioritisation

ACORN GROUP

% of local population

Likelihood to oppose house building

Likelihood to actively object to a planning application

Overall likelihood to oppose

Wealthy Executives

28% High High

Secure Families

13% Fairly high Average

Flourishing Families

10% High High

Struggling Families

7% Low Low

Starting Out 6% Average Average

Example: Royal Borough of Windsor and Maidenhead

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The housing insights

• An overview of the group

• Key housing data

• Housing aspirations

• Views on house building and likelihood to actively engage in a planning application

• Key housing issues and concerns

• Suggested messaging

• The best communications channels to use

• The right tone and style

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Messaging: an exampleWealthy Executives

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Choosing communications activity

A

Wealthy Executives

B

Tone and styleClear and objective. Use case studies of developments where their key issues have been successfully addressed. Provide images to show the quality of proposed developments.

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Our free resources

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Online Shelter/Housinginsights.org.uk

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Offline

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Shelter Housing Insights for Communities

Thank you