Better narratives for better neighborhoods
Rising housing costs are a regular feature of public and media conversations, but not much has changed in how the system works. We need a new narrative that emphasizes the steps we can take to ensure that good places to live are the norm—not just for the affluent few.
What the Research Tells Us
Move mindsets on “the market."
People assume that the housing market operates naturally, according to its own logic. From here, people assume that in a consumer market, prices tend to rise or fall according to “demand” and there’s little we can—or should—do about it.
The term “affordable housing” comes with baggage.
When we make the conversation about affordability, people narrow the problem to household budgets and incomes. The term is also likely to be interpreted as socially-supported public housing for older people or people with low incomes or disabilities.
Solution stories help; sky-high stacks of solutions don’t.
Long lists of policy interventions go over the public’s head—and leave room for the impression of government overreach into a market that should be “free.” Devote communications energy to making a few key solutions come alive, rather than seeking to include them all at every turn.
Resources / Housing
Where We Thrive: Communicating about Resident-Centered Neighborhood Revitalization
This strategic brief offers guidance—in the form of a comprehensive framing strategy—that community builders can use to share their successes, communicate the challenges they face, and highlight the work that lies ahead.
March 17, 2023