Talking about homes

The foundation for a decent life

This report, supported by the Nationwide Foundation and the Joseph Rowntree Foundation, explores how people think about homes, and how we can shape a new story – building public understanding and support for solutions which will make our housing system better.

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.


Talking about homes: the foundation for a decent life

A strategic brief in partnership with the Joseph Rowntree Foundation and the Nationwide Foundation

pdf (176.84 KB)

What is framing?

Talking about homes: research methods supplement

This supplement provides detailed information on the research informing FrameWorks’ strategic brief on addressing the obstacles in public thinking about housing in the UK and leverage the openings.

pdf (224.29 KB)