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.