After a generation of failing to build the homes we need, the housing shortage is affecting everyone from first-time buyers to social tenants. The only long-term solution to the shortage is to build more affordable homes.
Despite common problems with gaining local support for new developments, Shelter research has identified a ‘silent majority’ in support of proposals for new homes. This report, based on a major survey of 20,000 people, is an essential resource for anyone looking to win over public support for new homes, engaging this silent majority in the process.
Summary table: groups most likely to support or oppose new developments
|High scoring sub-groups|
|Own/Rent||Incomes||Age ranges||Location||Political affiliation||ACORN groups|
|Supports homes being built in local area||Renters and shared owners||All incomes||25-34||London, Scotland||Reads Guardian, identifies most with Labour, Lib Dems or SNP||City Sophisticates, Difficult Circumstances|
|Has actively supported a local housing development in the last three years||Social renters||High Incomes||25-34||Rural Areas||Identifies Lib Dem||City Sophisticates, Struggling Estates|
|Opposes homes being built in local area||Outright owners||Higher incomes||Retired/ Older||South and East of England, rural areas||Reads Telegraph or Mail, identifies with UKIP||Executive Wealth, Mature Money, Comfortable Seniors|
|Has actively opposed a local housing development in the last three years||Outright owners||High incomes||Retired/Older||South East, rural||Reads Telegraph, identifies with UKIP||Lavish Lifestyles, Executive Wealth, Mature Money|
Source: YouGov Plc, fieldwork 30th January - 18th February 2015, carried out online, weighted and representative of all UK adults (aged 18+) by standard demographics. Base 20,176.