What is Homes at the Heart?

Our homes have never been more important to us than they have been during the coronavirus crisis. For some people, home has been a sanctuary. For others, it has been a prison. Everyone deserves a safe, secure, comfortable place to call home. Not just now, in the middle of this crisis, but always. 

Investing in social housing makes this possible. It will also boost the economy, create jobs and improve people’s lives when our nation needs it most.

That’s why we’ve launched Homes at the Heart, a national campaign and coalition calling for a once-in-a-generation investment in social housing.

The theme for this week: a stronger economy

Our six campaign weeks of action will showcase why homes should be at the heart of recovery, covering a range of themes that highlight all the ways social housing is good for the economy and society – from creating jobs and delivering care and support, to decarbonising the country and supporting prosperous communities. 

During the first week of action (beginning Monday 3 August) we want to showcase why homes are at the heart of a stronger economy. Help us to highlight how investment in social housing can boost the economy, drive employment, and support local and national growth. Our key messages are:

  • We need 90,000 new social rented homes a year to help prevent homelessness and tackle overcrowding and poverty. 
  • Building 90,000 new social rented homes would add an extra £4.8bn to the national economy and support 86,000 jobs.
  • Housing associations and local authorities’ day-to-day management of their existing homes adds an estimated £12.7bn to the national economy, supporting almost 210,000 jobs.

We’re asking our members and supporters to:

  • Share your own stories and evidence about how homes can drive a stronger economy on social media using #HomesAtTheHeart. This can be through graphics, photos, videos or quotes – or case studies and blogs on your website. 
  • Build local political support by inviting politicians to a virtual or socially distanced visit of your schemes, or encouraging politicians to support the campaign by posting a short video or photo.

Take action

I work for a housing association

Take action

I'm a supporter organisation

Take action

I'm a politician


Take action

I'm a resident


Take action

Campaign updates

Homes at the Heart supporter Natwest announces £3bn for social housing over three years


Celebrating sheltered and supported housing

Poor housing causing health problems for nearly a third of brits during lockdown

  • Our media story was covered by Channel 4 News, The Sun, LBC and Inside Housing (1 July 2020)

Letter to the Chancellor

  • The coalition writes to Rishi Sunak in support of social housing being at the heart of recovery (25 June 2020)

"Why we must speak out now to put Homes at the Heart of the nation’s recovery"

Campaign briefing published

  • Find out about the campaign and how, alongside this campaign, we've been working with our members to identify priorities for national recovery.


If you'd like to contact our press team, please call 020 7067 1146 or email prteam@housing.org.uk.


This campaign has been produced in partnership with the Chartered Institute of Housing, National Federation of ALMOs, Association of Retained Council Housing, and Crisis.

ARCH logo
CIH logo
Crisis logo
NFA logo


We’re also delighted that over 50 supporters have already come on board.

Who to speak to

Communications team