Public support for housing is eroding, not just among older homeowners but even among young renters and first-time buyers.
A landmark survey of over 14,000 people by Stack Data Strategy found that support for local housebuilding has dropped by 11% nationally, 14% among renters, and 17% among 18–34s.
When opposition grows and engagement strategies stay stuck in the past, projects stall. The loudest voices, often the least persuadable, shape the narrative, while the silent majority stays silent.
So, how do you change that?
By recognising that not all opposition is the same. And not all support is vocal.
This page breaks down six public sentiment archetypes, from BANANAs to ABBAs, and shows how to reach each one strategically. Whether you’re in planning, development or community engagement, you’ll leave with practical tactics to: