1 Introducing Shelter Housing Insights for Communities Karen Stalbow Campaigns Manager

2 Why now?

3 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

4 A new era of localism

5 The public are concerned about the lack of affordable housing ….. Not at all concernedNot very concernedFairly concernedVery concernedExtremely 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%

6 ….but many do not want new homes built near them 72% agree 21% disagree Britain needs more homes Would oppose a decision to build more homes in their street 48% * Source: YouGov, House Builders Federation, May 2004

7  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

8 Delivering a new approach

9 A free online resource for cost-effective, targeted housing development communications Shelter’s response

10 What have we done? Shelter Housing Insights for Communities ACORN demographics & communications channels Omnibus survey National housing surveys

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

12 The outputs and benefits Outputs Benefits Cost-effective and streamlined communications Better public engagement Audience prioritisation Insight into housing attitudes Tailored messages Prioritise channels

13 The outputs

14 Housing Insight High Low Likelihood to actively oppose planning applications Likelihood to actively oppose house building 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 Industrial Families (4L) Asian Communities (4K) The likelihood to actively oppose housing development, nationally …. NATIONAL Overview

15 … and locally; an example, The Royal Borough of Windsor and Maidenhead Housing insight High Low Likelihood to actively oppose planning applications Likelihood to actively oppose house building Low Struggling Families (5N) Starting Out (3G) Secure Families (3H) Flourishing Families (1C) Wealthy Executives (1A) LOCAL Overview

16 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 Secure Families 13%Fairly highAverage Flourishing Families 10%High Struggling Families 7%Low Starting Out6%Average Example: Royal Borough of Windsor and Maidenhead

17 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

18 Messaging: an example Wealthy Executives

19 Choosing communications activity A Wealthy Executives B Tone and style Clear and objective. Use case studies of developments where their key issues have been successfully addressed. Provide images to show the quality of proposed developments.

20 Our free resources

21 Online Shelter/Housinginsights.org.uk

22 Offline

23 Shelter Housing Insights for Communities Thank you