Building a bigger us: how to talk about homes and immigration

Building a bigger us: how to talk about homes and immigration builds on the evidence base from our Talking about Homes project, in partnership with the Joseph Rowntree Foundation and the Nationwide Foundation.

During 2024, many communicators in the housing sector – from people working in campaigning and advocacy organisations to people working in housing provision, such as local government, housing associations and local authorities – identified an increase in discourse linking immigration to pressure on the UK’s housing system.

When the conversation becomes focused on immigration, it can divert us from the wider conversation the housing sector wants and needs to have about the root causes of the housing crisis – and the systemic changes that would help to increase the availability of decent and affordable homes.

In this context, in 2025, FrameWorks UK undertook original qualitative research, supported by the Joseph Rowntree Foundation, the Nationwide Foundation and Shelter, to develop the evidence base on how to win hearts and minds for changes to the housing system. In particular, this research was designed to explore how the public think about homes and immigration – and how communicators who are pushing for more decent and affordable homes can best meet these communications challenges and focus the conversation on improving our housing system.