In recent years the narrative surrounding housing associations (HAs) has been defined by their role as landlords and service providers, amid a severe and growing housing crisis.

Today, they are on the frontline. Once considered just one part of the housing puzzle, HAs are now critical players in the effort to meet severe housing need and tackle deep-rooted supply shortages.

But despite this expanded role, public and media discourse tends to focus on failures rather than successes—punctuated by stories like Grenfell or the tragic case of Awaab Ishak, which have, understandably, dominated headlines.

What too often gets missed is the quieter, ongoing work that defines housing associations as community anchors. Around a fifth of Scots live in homes provided by a housing association. These organisations aren’t just managing properties—they are supporting people, places, and futures.

From tackling social isolation and building inclusive communities to driving environmental sustainability and supporting local economic resilience, housing associations are woven into the very fabric of Scottish life.

At the heart of showing this work—and changing perceptions—is storytelling.

By sharing stories that go beyond bricks and mortar, HAs can show the breadth and depth of their impact. These are stories of human connection, of individuals supported through hardship, of neighbourhoods transformed through partnership and persistence. Whether through tenant-led initiatives, grassroots projects, or meaningful collaborations, storytelling allows housing associations to show—not just tell—how they are helping communities to thrive.

One of the biggest opportunities lies in making the people behind the work more visible. Too often, the public sees a logo or an organisation, rather than the staff members, tenants, and local champions who bring that work to life. By humanising their work—amplifying the voices of those who live in, work with, or are supported by housing associations—the narrative begins to shift. It moves away from impersonal bureaucracy and towards community, care, and contribution.

This reframing also invites a broader understanding of the role HAs play in Scotland’s future. They are not just reacting to crisis; they are proactively shaping healthier, greener, and more connected places to live. Whether it’s supporting community enterprises, co-creating green spaces, or working with local authorities to address complex challenges like energy poverty or youth unemployment, housing associations are central to building a better Scotland.

To ensure this is recognised, HAs must continue to engage in strategic, honest, and consistent communication. They must own their narrative, celebrate their successes, and shine a light on the lives they help to shape.

As the housing conversation in Scotland evolves, it’s time to see housing associations not just as service providers, but as vital institutions contributing to social stability and community wellbeing. And the best way to achieve that? Through stories that reflect the everyday realities of the people and places they serve.

• Rachael Martin is an account manager at Holyrood PR, which provides media relations, stakeholder engagement and social media support to housing providers across Scotland.