The priority list is long—there’s no debating that. From keeping residents safe, housed and connected, to implementing council mandates and government sustainability initiatives, housing associations are expected to do it all. Often all at once. The one thing no one needs added to that list? Barriers.
And yet, barriers are everywhere. Some are expected – budget cuts, maintenance backlogs, staffing pressures. Others, like environmental barriers, are less obvious. But they’re just as real.
Let’s take a practical example: imagine a block of flats filled with social housing residents. The building’s energy bills are climbing, and there’s mounting pressure to reduce operating costs without compromising on service. You’re looking at a financial squeeze. The solution? Something as simple as upgrading to energy-efficient lighting in communal areas. Just like that, a financial barrier becomes an environmental opportunity.
That’s the power of sustainability when it’s done well. It becomes a problem-solver, not a problem in itself.
But here’s the catch: not every sustainability goal is something you can just switch on or retrofit. When it comes to things like increasing recycling rates, reducing waste contamination, or keeping sewer systems clear of blockages, the power isn’t always in your hands. You need to engage the people who live there and often, that means reaching audiences who are traditionally hard to connect with.
So how do you do it?
1. Go Where They Already Are
Letters through the door don’t always cut it. Consider working with trusted voices within the community – tenant reps, caretakers, community groups, even local businesses. These are the people and places residents already engage with. Use them as a bridge.
Pop-up events in communal spaces, digital community groups for housing blocks, posters where people actually stop (like lifts or shared laundries). All of these create informal but effective touchpoints.
2. Focus on the 'Why', Not Just the 'What'
People are more likely to engage when they understand what’s in it for them. Saving the planet is important – but saving money, improving comfort, or protecting their living environment feels a lot more immediate.
If food waste clogs the drains, show how that leads to blocked pipes and higher service charges. If bins are misused, explain how contamination leads to missed collections. Make the message real and relevant.
3. Keep It Simple, Visual and Consistent
We’re all overloaded with information. So, when you do communicate, keep it clear. Use gamification tactics like videos and quizzes. Use translation services if needed. Repetition is key. Seeing the same message multiple times in different ways helps it stick.
Better still, celebrate small wins publicly. “This block improved its recycling rate by 20% this month” is not just a pat on the back, it’s motivation for others.
4. Co-Create, Don’t Just Communicate
Hard-to-reach audiences aren’t unreachable – they’re just under-engaged. Get their input. Run a quick survey. Hold a residents’ Q&A. Ask what would help them take part and actually act on the feedback. When people feel heard, they’re more likely to get involved.
Sustainability is a shared responsibility but only if you make it feel like one. When residents understand that they’re part of the solution, not just on the receiving end of rules, engagement improves. And with that, so do outcomes – financially, environmentally, and socially.
Housing associations can’t do everything. But by removing engagement barriers and empowering communities, they can do sustainability better. Especially when everyone’s on board.
