Content Wars – The Battle to Control the Narrative
There’s a battle underway in the housing sector — but it’s not being fought with bricks or budgets. It’s being fought with blogs, infographics, press releases, conferences, events, webinars, and reposted reports. A full-blown Content War — and the aim is simple: control the narrative.
Beyond the Damp and Mould
Damp and mould are persistent, damaging, and dangerous. Whether caused by poor ventilation, structural flaws, or environmental factors, the outcome is the same: deteriorating homes and worsening health risks. It’s a problem that demands a real solution—not just surface-level fixes.
Yet beyond acknowledging these well-known health dangers, there’s a deeper challenge at play: trust.
What do residents actually perceive housing associations to be doing about damp and mould? More importantly, what are housing associations realistically able to do? The unfortunate truth is that when a housing association’s only visible response is sending someone to paint over the problem with mould-resistant paint, it’s not just ineffective—it breeds frustration and erodes trust.