Until theres a home for everyone Understanding Tenant

Until there’s a home for everyone Understanding Tenant Needs 201 September 2021

How we operate Shelter Scotland is Scotland’s national housing and homelessness charity, founded in 1968 Communications and Policy Services Marketing 2 Media Digital Policy & Research Training Campaigns & Public Affairs Projects

How we campaign • Policy led and data driven – evidenced policy and robust data will drive and inform all our campaign work • Outcome focused – all of our campaigns will have clear outcomes or goals • Consistent messaging – we will reinforce and re-imagine our core messaging, rather than reinvent. Our core purpose remains the same • Shareable content – visual, shareable and mobile friendly content will be at the heart of all our campaigns to ensure people hear our messages • Conversation and collaboration – we will continually and meaningfully engage with our community of service users, supporters and stakeholders to develop opportunities for as wide a range of people as possible to become champions/advocates for our campaigns • Integration – we always work better together and we will support all our work with detailed plans and implementation models 3

Our services impact Last year over 17, 000 cases were opened by our advisors across Scotland Of which, over 12, 000 came from our Free National Helpline 46% of helpline calls were from people in the private rented sector The main problems dealt with in our non-helpline cases are eviction and possession action, homelessness, debt and struggling with housing costs 834, 000 unique visits to Get Advice content last year around 75, 000 per month 4, 000 Live chat sessions by volunteer advisors 4

Our campaigning impact • Over 10, 000 registered supporters in Scotland § 41 policy documents researched and uploaded to our Policy Library in 2015/16 § Directly influenced major pieces of Holyrood legislation: PRS Tenancy Bill, Land Reform Bill, Lobbying Bill, Community Justice Bill § 3 major annual Policy Conferences (Homelessness, PRS, Empty Homes) § Street campaign days across the country, year round 5

Types of data and insight we use • Insight from our services – 17, 000 cases last year, analysis of presenting problems, outcomes secured, tenancy type, geography and gender etc § Analysis of national statistics – Homelessness statistics, housing conditions, tenure type, poverty statistics, fuel poverty stats, social security data § Commissioned and desk based research – Commission on Housing & Wellbeing, Affordable Housing Need in Scotland, analysis of temporary accommodation data, local homelessness analysis § Sector networking – JHPDG, HPSG, Health and Homelessness Group, CPG on Housing, sector committees & roundtables etc § Public polling – on general trends or specific issues. Ensuring legitimate sample size across tenure is vital to both integrity of our brand insight 6

Example 1 Manifesto for Homes 7

0 8 All dwellings completed Social housing 2014 -15 2013 -14 2012 -13 2011 -12 2010 -11 2009 -10 2008 -09 2007 -08 2006 -07 2005 -06 2004 -05 2003 -04 2002 -03 2001 -02 2000 -01 1999 -00 1998 -99 1997 -98 1996 -97 1995 -96 1994 -95 1993 -94 1992 -93 1991 -92 1990 -91 1989 -90 1988 -89 1987 -88 1986 -87 1985 -86 1984 -85 1983 -84 1982 -83 1981 -82 1980 -81 1979 -80 1978 -79 1977 -78 1976 -77 1975 -76 1974 -75 1973 -74 1972 -73 1971 -72 1970 -71 1969 -70 National data New houses completed in each year 50 000 45 000 40 000 35 000 30 000 25 000 20 000 15 000 10 000 5 000

Public polling data 9

How do you make people care? Year Annualised median income (bus driver) Average House Price (Scotland) Income to House Price Ratio 1968 £ 1, 253 £ 4, 391 3. 5 2015 £ 23, 603 £ 200, 597 8. 5 "There is a growing gulf between the housing haves and have-nots. " 10

Example 2 Make Renting Right 11

Public polling data 12

PRS always comes out worse 13

Over represented in Homelessness statistics • PRS accounts for just 14% of households in Scotland (at time of campaign) yet accounts for 18% of all homelessness applications Changing demographics • PRS sector has tripled in size since 1999, doubled in the last ten years, and is now home to 91, 000 families with children – it is no longer just students and transient workers. 14

Example 3 Homelessness: Far From Fixed 15

0 16 1969 1970 1971 1972 1973 1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Stock of social housing (thousands) 1200 1000 60000 800 50000 40000 600 30000 400 200 10000 Social Housing Stock Priority homeless assessments All homeless applications 0 Number of homeleless applications and priority assessments National data analysis Trends in priority homelessness and number of social houses 70000

Insight from our services 17

Public polling data You. Gov polled 1, 020 adults in Scotland across tenure type between 18 th – 23 rd August 2016: • 75% of people in Scotland think that homelessness is still a problem today • 54% say that the Scottish Government could do more to tackle homelessness • 27% of 18 -24 year olds disagree with the statement that homelessness can happen to anyone. 18

Listen to people with lived experience 19

One last thing. . . 20

Correlation is not causation 21

Thank you Please support Shelter Scotland by signing up to our Homelessness campaign at: www. shelterscotland. org/farfromfixed 22