Talking about Housing: Understanding the power of framing to help shift public attitudes

Zoom Webinar
Friday 11 September 2020 -
13:30 to 14:30

The Virtual Housing Festival 7-11 September 2020 was a must-attend event for local authorities, housing associations, key partners and suppliers, government, housebuilders, and developers.

As part of the conference, we brought you an exciting session on Friday, 11 September 1:30-2:30. The session will introduced the Talking About Housing project, jointly funded by the Joseph Rowntree Foundation and the Nationwide Foundation, with new research being carried out by the FrameWorks Institute.

Leigh Pearce, Chief Executive of The Nationwide Foundation and Nat Kendall-Taylor, CEO of the FrameWorks Institute discussed why how we talk about housing matters and why the way we’re doing that needs to change. Reforms to our housing systems will only happen when the public truly gets behind them. However, while most people are aware of the housing crisis, the majority do not know what is causing it, the depth of its impact or what could fix it. That is how effective framing can help. Framing means making deliberate choices about how we communicate. This webinar provided insights into how it has been used to shift thinking in other sectors.

The session gave a flavour of what we can expect from the new Talking about Housing project and, as the research gets underway to understand how powerful framing can be in creating productive narratives.

If you would like to know more about our ongoing housing and framing research project, please email the Events team.