1. The document discusses a study conducted by the National Housing Federation to understand perceptions of housing associations among politicians, media, think tanks, and the public in the UK. 2. The study found that housing associations are often defined by others rather than themselves, and that they have no inherent political allies but opportunities exist with both left and right parties. Familiarity with housing associations leads to greater appreciation. 3. All groups want to see housing associations build more homes and be more innovative, and take on more of a leadership role in housing issues. The public has a relatively favorable view of housing associations despite low awareness.

1. www.housing.org.uk/owningourfuture

2. Howwe’reperceivednow
We wanted to better understand decision makers’, opinion formers’ and the
public’s views of housing associations. So we interviewed politicians, media
and think tanks from across the political spectrum and carried out polling
of the general public. Here’s what they said:
All public polling figures are from YouGov Plc. Total sample size 1,516 adults. Fieldwork undertaken 27-29 January 2016. Survey carried out online.
Figures have been weighted and are representative of all GB adults (aged 18+).
1. Housing associations are being
defined by others rather than
themselves
Most politicians and opinion formers felt the
sector was bad at defining itself and, in the
absence of a strong story, other narratives
can thrive – particularly around inefficiency,
a lack of innovation and the number of new
homes that associations build.
2. The sector has no instinctive political
allies – but both right and left are there
to be won over
Many Conservative politicians did not feel
a close affinity with the sector but all felt
it had an important role to play in meeting
housing need. Labour politicians were more
likely to have a positive view of associations
but they are not currently acting as strong
advocates for the sector.
3. For housing associations, familiarity
breeds appreciation, not contempt
On both sides of the political spectrum,
politicians who interact most with housing
associations like them more, even though
they are more likely to have had negative
as well as positive experiences. And all
interviewees said they wanted to hear more
from us. With housing top of the political
agenda they want to better understand
the vital contribution we have to make.
Engaging and telling our story works.
4. Everyone wants to see the sector
build more homes
All interviewees felt housing should be a
top government priority and see housing
associations as central to delivering more
homes. Conservatives were more likely
to underestimate how much housing
associations build than Labour, but all
groups felt that increasing housing supply
was the prime function of the sector.
5. Politicians, opinion formers and the
media share our ambition to be more
innovative and dynamic
Calls for housing associations to set out our
shared vision and take a greater leadership
role on housing issues came from across
the board, echoing our own drive for more
innovation, dynamism and creativity. And
we’re ready to respond to these calls by
articulating and implementing the Ambition
to Deliver.
6. The public knows more about housing
associations than we think – and what
they know, they like
Although only 1 in 10 people said they had
a good understanding of what housing
associations do, 91% have heard of us and
over half of those people said they knew a
fair amount or a lot about what we do. 52%
of people polled believe we make a positive
contribution to British society and only 6%
say our contribution is negative. This is
welcome and a huge opportunity to act.

3. Timetoact
We have a window of opportunity to transform how we’re perceived and understood. The more
politicians interact with the sector, the more they value us. They want to see our vision, innovation
and ambition, and political allies are there to be won. Meanwhile, the public like what they know
about housing associations – and they want and need the homes we can offer.
Now is the time to capitalise on this opportunity.
Owning our Future is a sector-wide strategy to reposition the sector to ensure we all succeed in a
new political and economic environment.
We want to ensure associations are seen as trusted partners of those who have the greatest
influence over our future. Owning our Future will bring together all parts of the sector in a
coordinated way, to build the relationships we need and tell a compelling shared story backed up
by the facts. That’s not just a story for politicians – it’s for the public too.
Current
perceptions
Building the
relationships
we need
Delivering
on the
substance
Telling a
compelling
shared story
??
Turnovertoseehowyoucangetinvolved

4. Ensure repositioning is a strategic priority
Discuss the perceptions audit with your board, your executive
team and other colleagues and identify an influencing champion
to drive this work forward within your organisation.
Identify your quick wins
Find ways to have an impact straight away such as building new
relationships with politicians, sending us your thoughts on what
our shared story should be, or getting our message out through
social media or in a blog.
Get involved in Owning Our Future
Attend the workshops we will be running to develop our
shared story, peer to peer learning to deliver on the
substance and influencing masterclasses to ensure
we are having maximum impact.
Get involved
Repositioning is a process not an event, and will require a concerted effort from
all of us. This is a long-term strategy that runs from now until the next General
Election, but you can start that work today with three simple actions:
Send details of your champions and any questions or comments to
James Green, Head of External Affairs at the National Housing Federation
influence@housing.org.uk
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