Rebranding Affordable Housing

Seating is limited and available on a first-come, first-served basis. Due to the interactive nature of learning labs, only those with a seat may participate. Please arrive early to secure your spot!

The affordable housing crisis demands not only new policies but also new narratives. Too often, communities resist affordable housing due to misconceptions, fueling inequities and limiting solutions. This presentation invites planners to reimagine how affordable housing is measured, understood, and presented to the public. Explore alternative affordability metrics that reflect real household costs, uncover and deconstruct negative perceptions, and develop fresh language that emphasizes dignity, stability, and opportunity. In guided exercises, brainstorm new branding approaches and messaging strategies that reframe affordable housing as an essential community asset rather than a burden.

Leave with practical tools for addressing community opposition, including adaptable framing strategies, tested discussion prompts, and a "rebrand toolkit" of alternative terms and messaging. Presenters support inclusive and equitable planning by equipping practitioners to elevate housing as a shared good that serves diverse populations. By shifting language and perceptions, planners can lead more effective community conversations, reduce resistance, and create pathways for equitable housing policies and developments that meet urgent needs.
Closed Captioning