Fact, fiction or managing the narrative? Housing has long had an image problem, one that has been embedded by failure to counter powerful narratives to pervade public discourse and, to a large extent, public policy initiatives. Is it time for the sector to get down and dirty?
The Beat that My Heart Skipped
A recent train of thought I’ve come across is the (statistically backed) claim that we need to stop pretending that everyone is a couple of paychecks away from homelessness. This is largely because there are real and significant differences in the chances of someone becoming homeless. These heavily (but not exclusively) depend on one’s age, ethnicity and socio-economic background. My only problem with above argument is that despite being technically correct, such approaches miss the point.
The dominant narrative around homelessness has been that individual pathology i.e. our own choices and behaviours are by far and away the main driver for one’s housing situation. This message has been picked up and rammed home to such an extent that it largely goes unchallenged. This has problematic consequences for housing policy because it impedes the ability of people to back ‘progressive’ policy changes i.e. it makes our job a lot harder than it should be. Something Campbell Robb nailed in this post whilst still at Shelter.
Simply stating technical arguments isn’t going to reverse this wet dream of the centre right. Because it assumes that evidence based arguments have got us to where we are. Quite bluntly they haven’t. Emotive, ideologically driven bullshit has. We’re not really living in a post facts age. People have just refined ways of finding what they perceive to be evidence based support for the way they view the world. However, what has been interesting about the gradual change in the tide of public opinion in housing (both here and over in the US) is that it’s become less of an ethereal problem that effects others. Everyone has family, colleagues, and friends who have been affected or know someone affected by housing affordability problems. It brings home a policy issue that previously been on one’s periphery. This offers a way in for those looking to influence public opinion.
Homelessness is more of a tricky beast. Those working in the sector have long been alarmed at the rising rates of homelessness. But this doesn’t engage with the public. Don’t believe me, casually observe people’s behaviour when they see street homeless. Better still, observe your own. There is a real detachment here, from empathy and acknowledgement of the problem at hand.
Whilst people don’t care about technical arguments, they do care about what affects them, their friends, their families. They also like to believe negative life events happen to other people, preferably due to their own poor choices rather than an ingrained unjust system in which they play a part. It’s more of a convenience to blame other individuals rather than structural problems associated with our drug like dependency on the housing market. Whilst many of us have friends struggling with their housing situation. Few know a homeless person.
It Ain’t What You Do It’s the Way that You Do it
I’ve long argued for the UKHousing sector to own the narrative, to control the image relating to it. It has routinely failed to do so. But more recently progress has been made as better lobbying and a different Government, with its head at least partially out of the clouds, providing a tweak in housing policy. The Homelessness Reduction Bill has also shown signs of change. Albeit one that will be utterly insignificant if we do not build more social housing. Honestly kids, that part of the housing crisis is the easy bit.
As ever it’s the PR and Marketing side of things that has let both the housing and homelessness sectors down on occasion. Too much facts, not enough empathy. Particularly at a time where one can easily twist publicly available information to meet their own desired view of the world. Our message needs to be clearer, simpler and more accessible. That doesn’t mean diluting the truth, but it does mean refining the message.
A massive thanks to Beth Watts for both initial discussions and some very useful reading material. Also to Burcu Borysik for tweets from #CrisisConf which helped to frame this blog. As ever, you can find more of my stuff here and follow me on Twitter here.
Arguing With Thermometers – Enter Shikari (2012)
The Beat That My Heart Skipped – Dan Le Sac vs Scroobius Pip (2007)
Hypocrite – Midasuno (2002)
It Ain’t What You Do (It’s The Way That You Do it) – Bananarama (1982)