Developing a unified message for the social housing sector

Bethan Buck, 29 April 2026

Housing associations are community anchors, providing safe and affordable homes for around six million people, but research shows that public understanding of who our members are, what they do, and the value they bring remains limited.

Last year, public perceptions research revealed that 70% of the general public do not know who our members are, what they do, and the value they bring.

This makes it harder to build support for social housing, which could impact the case to government for long term, sustainable funding. It also makes it harder to challenge misinformation, tackle stigma, and to attract people to work in our sector.

We aim to tackle this by working with you to co-create a messaging framework. The more we speak with one voice about who we are, what we do and the value we bring, the greater chance of shifting public perceptions.

The first step in this process is a series of workshops where we’ll bring people together from across the sector to co create this new shared language.

Why are we running these workshops

As a sector, we don’t always speak in the same way. We use different language, different framing, and different narratives to describe similar work. Speaking with one, unified voice is the first step in strengthening public understanding of who we are and what we do.

What do the workshops involve

Taking place both in-person across the country and online, housing associations will collaborate on building a framework that will support us to communicate with one voice.

The workshops, run by the Joseph Rowntree Foundation and Nationwide Foundation as part of their Talking about Homes project, are aimed at communications directors and chief executives of housing associations.

The workshop dates are as follows:

12 May, L&Q, Stratford, London (11:00–15:00)
13 May, Curo, The Maltings, Bath (11:00–15:00)
18 May, Plus Dane Housing, Atlantic Pavilion, Liverpool (12:00–16:00)
19 May, Yorkshire Housing, The Place, Leeds (11:00–15:00)
2 June, CHS, Endurance House, Cambridge (11:00–15:00)

We’re also running an online session on 8 June (10:00–12:00), primarily for small or rural members who may find it difficult to attend in person.

How to take part

If you would like to attend one of the workshops or have any questions about the workshops, please email our admin team.

Developing a unified message for the social housing sector

Why are we running these workshops

What do the workshops involve

How to take part

Related content