Home is More Than a Property: Why belonging matters in social and rented housing
When we asked the UK what makes a house a home, the answer was unanimous: comfort, safety, family and a place to relax. Yet those feelings are not experienced equally. Homeowners are significantly more likely to associate their home with comfort, security and belonging than those in social or private rented housing, revealing a two-tier system where housing tenure is a stronger indication of how people feel about home than the bricks and mortar itself.
The contentment gap
People in social and private rented housing are less likely than homeowners to associate their home with feelings such as safety, comfort, independence and sanctuary.
The findings suggest that inequalities in housing extend beyond physical conditions. The emotional benefits people associate with home are not felt equally across different housing tenures.
While supply, legal protections and housing quality remain critical, they are only part of the picture. Creating a home is also about helping people feel settled, secure and connected to where they live.
Personalisation is the catalyst for belonging
Feeling at home is often built through small acts of personalisation. Whether it's displaying family photos, decorating a room or creating an outdoor space, these changes help people express who they are and create a sense of belonging.
Yet renters were significantly less likely to be able to personalise their home in these ways. This suggests that many face barriers to creating the emotional connection that turns a property into a home. A shift is needed in how rented housing is viewed and managed. While properties need to be protected and maintained, they are also the places where people build their lives. Creating opportunities for tenants to make a home their own can help foster a stronger sense of identity, connection and belonging.
Pride in place
People living in social and private rented housing were less likely than homeowners to say they felt proud of their home or where they live.
While pride may seem like a soft measure, it plays an important role in how connected people feel to both their home and their community. When people feel a sense of pride in where they live, they are often more likely to develop stronger connections with their local area and feel invested in the community around them.
The findings suggest that creating thriving communities requires more than building homes. Alongside providing quality housing, there is an opportunity to foster belonging through shared spaces, local initiatives and opportunities for residents to connect with one another.
Beyond the front door
Looking beyond the basics of safety, affordability and maintenance, which were important across all housing tenures, people in social and private rented housing were more likely to prioritise access to shops and public transport links.
This highlights the importance of looking beyond the property itself. For many renters, the surrounding neighbourhood and access to everyday amenities are important parts of what makes somewhere feel like home.
Measuring what makes a home
These findings suggest that creating successful housing is about more than building and managing properties. It is also about creating the conditions that help people feel settled, connected and at home.
Supply, safety and housing quality remain critical priorities. But throughout this research, one theme emerged consistently: home is about more than the physical property itself. Whether through personalisation, pride in place or access to local amenities, people are looking for a sense of belonging.
The opportunity for housing providers is to recognise that emotional connection is part of the resident experience. Creating homes where people can feel comfortable, connected and invested in where they live is an important part of helping residents feel at home, alongside delivering the physical foundations that make those experiences possible.
At The Harris Poll UK, we help organisations uncover the human needs that sit behind behaviour, turning insight into action that creates meaningful change.
