Our research indicates that people who live in social/council housing are still largely living within the communities that were prevalent in the 1950s. Whilst their counterparts in private housing are actively seeking further means of establishing their individuality – TV on demand, online communities, bespoke music choices and fashion – the social/council housing community is happy to celebrate some old fashioned principles.

They are more likely to feel part of a community, appoint a leader and share a sense of identity - whether through branded clothes or relating more to their neighbours. Their local focus ties their life to their geographical community, taking ownership of changes in their neighbourhood, taking guidance from local media and being concerned with the opinions of those around them.

Equally, they are more likely to enjoy a social life that is embedded in a local pub (not spread amongst different groups of people) and being part of powerful sub-communities focused in social clubs/groups.

About the research
Quantitative interviews in high traffic locations in areas with a high density of social and council housing. 138 completed interviews - 52% respondents from council housing, 29% from private housing and 19% from social housing. Completed in February 2008.