As a social impact communications agency our work leads us to consider how more effective comms could help to confront salient challenges in sectors such as the housing sector, as well as in wider society.
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The last few years in the UK can be characterised by a lack of stability in many areas including financial markets, government and the healthcare system. Our work in social housing in 2022 has shown us that the economic uncertainty during these times is resulting in additional challenges for social housing providers and their residents. This experience is replicated in much of UK society, with many UK citizens now facing a raft of new financial and social issues.
Research that we worked on in November 2022 into the experiences of social housing residents through the cost of living crisis showed that almost 7 in 10 (68%) were worse off financially than they were 6 months prior. At the same time, household debt is rising and communities are feeling increasingly disconnected. While those on lower incomes are undoubtedly being hit the hardest, this downturn in fortunes is being felt across the UK population. Resident Voice Index™ ‘Surviving but not Living’ data from Spring 2022 highlighted that “socialising, hobbies and entertainment subscriptions” were included in the activities that people were cutting back on as prices rose. Activities such as community events and sports are crucial for social cohesion, health and wellbeing.
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An earlier Resident Voice Index™ report provides a rationale for housing providers to practise better communication and resident engagement. The report discussed the power of ‘knowing’, suggesting that individuals ‘knowing’ that there is a social safety net is strongly linked to communities’ ability to be resilient and to withstand shocks. 60% of respondents in this research reported a combination of not knowing that there was help available to them, being worried all or most of the time and not feeling in control of their future financial situation. This research demonstrates a link between better outcomes for the population across a range of areas, and more effective methods of communication to improve the knowledge that support is out there.
Despite the tough conditions many are facing, there are opportunities to enact change through collaboration between citizens and organisations that practise social impact. Organisations, including private businesses, may want to develop social impact goals and deliver these through improving their communications, or working with professionals that specialise in social impact comms. Aside from the societal benefits of developing social impact strategy, it may help businesses to reach new customers who prefer services that create social value, and to stay ahead of new regulations around citizens’ rights and social responsibility.
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More beautiful photography here from © Srihari Kapu