Due to the cohesion within a community of this type, people who live in council housing are more likely to trust the local press for new products or places to visit. Equally, they are more likely to be influenced by their peers in making decisions. As such, this community must be accessed and won over through a policy of influencing community leaders, incentivising word-of-mouth and rewarding advocacy.

• 23% of people in private housing use this as a means to discover new things as opposed to 31% in council housing and 25% in social housing
• 27% of people in private housing use the internet to find out about new things, whereas only 16% of people in council housing use this
• A third of all groups use the TV to find out about new products and services
• People in council housing also commented that they would be influenced by friends and family, buying into the latest trend to follow their lead and were more likely to say that they respond to advertising they see

However, the kinds of brands, products and services that people bought into were dependent on how they were perceived by their peers. People who lived in social/council housing were happy to compromise on brands when it came to food, but would not compromise on clothing brands.

Community voices
“I value what my friends and family suggest, so I would buy something that had been recommended to me.”
Council house tenant

“I tell anybody who wants to listen about something I’ve brought if I’m happy with it.”
Council house tenant

“I value the opinion of the people I respect.”
Owner-Occupier

“I follow the same style as my mates.”
Social housing tenant