Revealing social housing customer attitudes to climate change
By Michelle Lloyd
Keen to decide where best to invest as part of its journey to be net zero carbon by 2050, our co-created customer research helped leading social housing association, Sovereign, to do so with eyes open to its customers’ concerns.
The research revealed that environmental issues had become an increasing concern for many customers and, for some, had become a significant area of concern. Shared owners also expressed greater concern about any potential inconveniences that may occur as a result of the installation process, perhaps due to the emotional and financial stake they have in their property. A striking feature of the research was the low awareness amongst non- engaged customers of the significant contribution that housing makes to carbon emissions. Once aware of the connection, customers were more engaged with the issue, which made them more receptive to the ambition.