Karen Stalbow, Campaigns Manager, Shelter

tcpa.org.uk

Karen Stalbow, Campaigns Manager, Shelter

Introducing

Shelter Housing Insights for Communities

Karen Stalbow

Campaigns Manager, Shelter

1


Why now

2


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

3


A new era of localism

4


The public are concerned about the lack of

affordable housing…..

The lack of affordable

homes in Britain

-3%

-12%

37% 25% 19%

The growing number of people who

are losing their home because they

can’t afford their housing costs

-4%

-14%

35% 26% 17%

The increasing divide between

those who have a decent home

and those who do not

-3%

-14%

37% 25% 17%

The lack of protection for people

who rent their homes privately

-6%

-22%

33% 21% 12%

-20% 0%

20% 40% 60%

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

5


….but many do not want new homes built

near them

Britain needs

more homes

72%

agree

21%

disagree

Would oppose a

decision to build more

homes in their street

48%

* Source: YouGov, House Builders Federation, May 2004

6


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




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

7


Delivering a new approach

8


Shelter’s response

A free online

resource for

cost-effective,

targeted housing

development

communications

9


What have we done

ACORN

demographics

&

communications

channels

National

housing

surveys

Omnibus

survey

Shelter Housing Insights for Communities

10


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

11


The outputs and benefits

Outputs

Audience

prioritisation

Insight into

housing

attitudes

Tailored

messages

Prioritise

channels

Benefits

Cost-effective and

streamlined

communications

Better public

engagement

12


13

The outputs


Housing Insight

The likelihood to actively oppose housing development, nationally ….

NATIONAL Overview

High

Wealthy Executives (1A)

Flourishing Families (1C)

Settled Suburbia (3I)

Likelihood to actively oppose house building

Low

Post Industrial

Families (4L)

Asian Communities (4K)

Inner City Adversity (5Q)

Burdened Singles (5O)

Struggling Families (5N)

High Rise Hardship (5P)

Starting Out (3G)

Blue Collar Roots (4M)

Prosperous Professionals (2D)

Secure Families (3H)

Prudent Pensioners (3J)

Educated Urbanites (2E)

Aspiring Singles (2F)

Low

Likelihood to actively oppose planning applications

Affluent Greys (1B)

High

14


Housing insight

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

LOCAL Overview

High

Wealthy Executives (1A)

Likelihood to actively oppose house building

Low

Flourishing Families (1C)

Secure Families (3H)

Starting Out (3G)

Struggling Families (5N)

Low

High

Likelihood to actively oppose planning applications

15


Audience Prioritisation

Example: Royal Borough of Windsor and Maidenhead

ACORN

GROUP

% of local

population

Likelihood to oppose

house building

Likelihood to

actively object to a

planning application

Overall likelihood

to oppose

Wealthy

Executives

Secure

Families

Flourishing

Families

Struggling

Families

28% High High

13% Fairly high Average

10% High High

7% Low Low

Starting Out 6% Average Average

16


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

17


Messaging: an example

Wealthy Executives

18


Choosing communications activity

Wealthy Executives

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.

19


Our free resources

20


Online

Shelter/Housinginsights.org.uk

21


Offline

22


Shelter Housing Insights for Communities

Thank you

23

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