The stigma of living in social housing is holding people back. That must change

More than half of social housing tenants say stigma affects their mental health. That’s the stark finding from housing association Flagship Group’s Breaking Barriers report, which shines a spotlight on the real damage caused by harmful stereotypes. Nearly as many tenants say the stigma impacts their career opportunities, creating barriers that are hard to overcome. These aren’t abstract numbers. They represent people trying to build a future while unfair judgements hold them back.

For me, this issue hits close to home. I grew up in social housing in Great Yarmouth. It gave my family the stability we needed. Our home was more than just a roof over our heads – it was a place where I felt safe and could thrive. Neighbours looked out for each other, and the sense of community was strong. But we weren’t immune from social housing stigma.

At school, I sometimes felt judged because of where I lived. People assumed I couldn’t afford certain things. Strangely, there was even a kind of hierarchy within the estates themselves, as some areas were looked down on by others. As a kid, it didn’t bother me much. I had friends, places to play, and a home to rely on. But looking back, I see how much those attitudes can chip away at someone’s confidence.

Unfortunately, this stigma hasn’t gone away. If anything, it’s worse now. Social media has amplified stereotypes, spreading damaging narratives at lightning speed. Around 60% of young people use platforms like Instagram and TikTok to get their information, and sadly, the content they see often reinforces harmful views. Sensationalist TV programmes don’t help either, painting a distorted picture of life in social housing. And with the cost of living crisis deepening divides, it’s harder than ever for tenants to feel seen or valued.

The problem lies in a misunderstanding of what social housing really is. It’s often treated as a last resort or a symbol of failure, but that couldn’t be further from the truth. For some, it’s temporary support; for others, it’s a permanent home. Both are equally valid, yet public perceptions often ignore this reality.

Decades of negative headlines and TV programmes have fuelled the stigma. Policies like Right to Buy also played a role. Over two million council and housing association homes were sold, shifting public opinion. What was once a mainstream housing choice became something seen as only for the desperate. But this overlooks the fact that social housing isn’t just about providing a roof—it’s about giving people a chance to thrive.

The research carried out for the Breaking Barriers report revealed some hard truths. Many tenants said the judgement they face doesn’t just come from the outside world. It also comes from within—from housing staff and landlords. One of the biggest issues tenants raised was around repairs. Being ignored, patronised, or made to feel like they don’t deserve basic services leaves lasting scars. A broken boiler or a leaking roof might seem like small issues, but when those problems aren’t addressed properly, it sends a clear message: “You don’t matter.”

This goes deeper than housing issues. It’s about dignity. When tenants feel undervalued in their own homes, it reinforces the broader stigma they face. It makes them feel invisible, like they’re not worth listening to.

Stigma also damages communities. It isolates people, erodes trust, and fosters division. Media coverage often adds to this. Negative stories about social housing grab headlines, while positive ones are rarely told, even though they are out there. These are stories of families finding stability, communities coming together, and lives being transformed.

Housing providers like Flagship have a responsibility to tackle this. Every interaction with tenants matters. Respect, fairness, and transparency should guide everything we do. Mixed-tenure developments, where social and private housing exist side by side, can also help break down stereotypes and create stronger communities.

But this isn’t just about housing associations. Everyone has a role to play. Policymakers must lead by challenging stigma and recognising the value of affordable housing. Neighbours, employers, and media outlets all need to reconsider how they talk about social housing and its tenants.

Social housing gave me the chance to thrive. I know its value because I’ve lived it. It’s time to move beyond the damaging misconceptions and value social housing for being a cornerstone of strong, equal communities. By working together, we can break down the stigma and create a future where everyone feels valued. Let’s make it happen.

Rick Liddiment is a co-author of the Breaking Barriers report and head of external affairs at Flagship Group.
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