Language: Getting the balance right

Walterton and Elgin Community Homes (WECH) is a resident owned and controlled organisation; they have the power to shape the organisation. WECH residents elect their neighbours to the board who then oversee the finances, operations, and development of the organisation. They can also appoint up to six independent members with the appropriate expertise. WECH is also a community land trust and therefore the organisation not only serves its residents, but the community it is based in.

WECH approaches the language used, with a great deal of care and consideration; giving attention to the implications of the language used. Our residents are valued members of society and it’s important to ensure that they are not boxed into a stereotype. It is up to us to ensure we accomplish this and set an example for the rest of the sector.

It is clear that housing professionals who join the sector, do so with a real aspiration to help create a difference to the individuals and the communities they serve. Across the numerous domains such as operations, finance or strategy, the passion to deliver the best possible service and do justice to the role is unarguably the golden thread that brings us together.

Given the inherently dynamic and evolutionary nature of the sector, it can often be difficult to find time to reflect upon the words we use and the corresponding impact that they have. However, it is imperative that we take a moment to pause and analyse the language we choose to use in our mediums of communication and the message that it conveys. Getting this balance right augments our ability to deliver a clear, precise and helpful message across to our tenants.

As we strive to deliver services, it’s quite evident that many incumbent words are profligate within the housing sector. Some of the most common and frequently occurring examples include words and phrases such as: “landlord”, “tenant”, “social housing” and “vulnerability”. Many of these phrases carry undercurrents of an inherent power imbalance and can consequently prove to be a hinderance: leading residents to feel as unequal members of our society.

It can be argued that the phrases “landlord” and “tenant” imply a major power imbalance and as a result, residents can often feel at unequal footing and not of equal value. As organisations explore radically new approaches in resident engagement, it is crucial that we evaluate the use of these terms and the context in which they are used; with some organisations shifting away from the use of the word ‘tenant’ to ‘customer’ or ‘client’.

It is widely accepted that the term “social housing” has negative connotations attached to its use. For example, when used via media outlets, it often adds to the stigmatisation and social constructionism surrounding how the individuals residing in the accommodation is perceived. It is therefore imperative that we are conscious of the language used. It is equally important to focus on celebrating the successes of residents in order to bring about a perceptible change in the narrative.

Finally, “vulnerability” is also observed to being used frequently; despite it having an unclear and ambiguous meaning. The term is often used to help others gain access to services, assistance or financial help and justify a means to an end. This implicitly leads to a ‘saviour complex’ behaviour and the inherent imbalance in the relationship.

Although it’s challenging to reflect upon every phrase or term used, it is undoubtedly important to think about the power of language and the seismic effects of its use.

With many in the sector keen to make a difference for residents and feel the need to encourage higher participation and engagement, we must act now.