Let me tell you a story

If Tony Soares had his way, all housing association annual reports would be a list of facts and figures photocopied onto a few sheets of A4 (18 June, page 25).

As someone who has produced a fair number of annual reports – and not at the great expense assumed by Soares – I would argue that he misses an important point.

Annual reports have to communicate with a wide range of audiences but one of the most important is new recruits to the sector.

I came to housing 15 years ago from a commercial background and, for me, it was the stories about real people having their lives improved through better homes and neighbourhoods that inspired me to join, and remain in, the sector.

By all means, let’s not allow style to triumph over substance, but if we fail to convey the human impact of our work, I think we’re missing a real opportunity to draw in new talent for the future.