Our research shows we can overcome obstacles in people’s thinking by making particular choices about how we frame our communications. We need to:
- Shift thinking away from housing as a consumer good and towards homes as essential to a decent life.
- Tell a story with solutions and explanation at its heart to counter the fatalistic idea that the current housing system is ‘natural’ and can’t be improved, and to show how it both can and must be changed.
These changes in how we communicate about homes can be achieved through the recommendations detailed in this briefing.