Stonewater initiates the 'People Similar to Me' marketing strategy
In a bold move to inspire change within the housing sector, Stonewater, a leading UK social housing provider, has launched the "People Like Me" campaign. The initiative aims to encourage a more inclusive workforce and prioritise equality, diversity, and inclusion in meaningful ways, not just as a compliance issue but as a crucial element for innovation and impact.
According to the 2023 research published by The National Housing Federation, the housing sector's workforce diversity does not mirror the diversity of the population or the residents it serves, particularly in terms of gender and disability representation. The research underscores the need for the sector to address these imbalances and promote greater diversity and inclusion.
The gender imbalance in the housing sector is particularly evident at the executive and board levels, with only 47% of executives and 44% of board members being female. Regarding people with disabilities, the representation is significantly lower, with only 9% of the workforce identifying as having a disability or long-term health condition. This is substantially lower than the 24% disability prevalence in the wider UK population and 29% among housing residents, indicating a gap between the housing workforce and the communities they serve.
The "People Like Me" campaign consists of videos and blogs that showcase the experiences of Stonewater's employees, aiming to amplify underrepresented voices and provide a platform for authentic stories. Cordelia Johnny, Head of EDI at Stonewater, stated that these stories highlight how diversity strengthens Stonewater and benefits the communities it serves.
By demonstrating how promoting inclusion leads to more effective services for customers and communities, the campaign seeks to stimulate discussions across the housing sector about the benefits of embracing inclusion. The research by The National Housing Federation serves as a call to action for the sector to prioritise diversity and inclusion in its workforce.
The campaign also emphasises the importance of intersectionality and equity in leadership, underscoring the need for systemic change to better reflect the diversity of the residents served, especially considering the higher rates of disability among tenants compared to staff.
In conclusion, the current state of gender and disability representation in the UK's social housing sector shows substantial underrepresentation of disabled people in staffing roles, alongside evolving but still incomplete efforts to embed inclusive leadership and equity frameworks. The "People Like Me" campaign by Stonewater is a significant step towards addressing these issues and fostering a more inclusive and equitable housing sector.
- Recognizing the importance of a diverse workforce, Stonewater's "People Like Me" campaign extends inclusivity beyond housing to encompass fashion-and-beauty, food-and-drink, travel, and lifestyle.
- Central to the "People Like Me" campaign's strategy is the promotion of intersectionality and equity in leadership, aiming to ensure that the housing sector reflects the diverse lives of its residents, particularly in terms of housing, fashion, food, travel, and overall lifestyle.
- To encourage participation and foster a sense of belonging for everyone in the housing sector, Stonewater's "People Like Me" campaign could further emphasize the experiences of disabled individuals in the fashion-and-beauty, food-and-drink, travel, and lifestyle aspects, reinforcing the message that inclusion is integral to a complete and fulfilling life.
