Adra’s Commitment to Social Value and Innovation

Overview:

Adra has consistently demonstrated its commitment to social value and innovation through transformative initiatives aimed at improving the well-being of communities, supporting local economies, and fostering sustainability. Rooted in its core values, Adra’s leadership focuses on enhancing social housing while addressing key issues like unemployment, carbon reduction, and financial inclusion. This case study outlines Adra’s dedication to social impact, showcasing their key initiatives, challenges faced, and innovative solutions for creating lasting change.

Key Social Value Priorities:

At the heart of Adra’s operations is a focus on the following social value priorities:

Keeping Spend Local: Supporting the local economy by sourcing materials and services from local suppliers.

Creating Work Opportunities: Providing employment and training opportunities for tenants and local communities.

Promoting the Welsh Language and Culture: Ensuring the protection and promotion of Welsh culture and language.

Reducing Carbon Footprint: Advancing sustainability and decarbonisation efforts in housing and operations.

These priorities are seamlessly integrated into Adra’s broader corporate goals, including providing excellent customer service, creating quality homes, decarbonising homes, supporting thriving communities, and strengthening the business.

Challenges and barriers:

While Adra has made significant strides in achieving its social value goals, several challenges have emerged, primarily driven by the ongoing cost of living crisis. Key obstacles have included:

•        Increased demand for tenant support: The economic downturn exacerbated demand for tenant assistance, with many seeking help with financial hardship, energy costs, and housing stability.

•        Unemployment and deprivation: High levels of unemployment and deprivation in certain regions meant that providing meaningful job opportunities was critical.

•        Economic uncertainty: The rising costs of materials and services and the financial strain on contractors in the housing and construction sectors has made it difficult to fulfil contract bids and keep projects on track.

Despite these challenges, Adra has consistently responded with innovative strategies to ensure the continued delivery of social value.

Innovative Solutions and Initiatives:

1. Social impact and financial inclusion:

In the 2023/24 period, Adra exceeded its social value target, generating a remarkable £9.58 million—well above its £6 million goal. This success was driven by various initiatives that provided direct financial support and alleviated community hardships.

Key actions included:

•        Hardship Fund Support: 427 cases received extended financial support, helping tenants to navigate financial crises.

•        Fuel Bank Vouchers: 518 vouchers were issued to help alleviate energy poverty.

•        Grants for Local Communities: £20,300 in grants were provided to foster community well-being.

•        Support for Vulnerable Tenants: Assistance was provided to 493 individuals suffering from anti-social behaviour or domestic abuse.

Adra’s collaboration with Citizens Advice, which provided debt and budgeting advice, generated £1.46 million in social value and facilitated significant debt write-offs for tenants. Through these actions, Adra has alleviated financial pressure on vulnerable individuals while strengthening community resilience.

2. Supply Chain Innovation – Tendra Initiative:

In addressing the challenges faced by local construction firms, Adra launched the Tendra initiative, a program supported by the Welsh Government’s ARFOR Challenge Fund. Tendra provides vital support to small businesses in the construction sector by helping them navigate administrative processes and empowering them to bid for contracts. This initiative has fostered a more inclusive and sustainable supply chain, with 94% of Adra’s Welsh suppliers based in North Wales.

In 2023/24, Adra generated £2.1 million in social value through local procurement, underscoring its commitment to strengthening the regional economy and promoting sustainable business practices.

3. Employment, Skills, and Training – Academi Adra:

Adra’s flagship training program, Academi Adra, has played a pivotal role in addressing local unemployment. The initiative provides tailored courses and placements in industries like construction and customer service.

Key headlines from 2023/24:

•        231 individuals assisted into employment.

•        £440,515.87 of social value generated by training programs.

•        176 individuals received training or work experience, and 9 were given hands-on work placements.

•        30 apprenticeships were supported, with 21 individuals employed by Adra.

Academi Adra also partners with organisations such as Gwynedd Council and Wynne Construction, creating collaborative pathways for individuals to access meaningful careers.

4. Campaigns for Social Change:

Adra is committed to addressing societal stereotypes and promoting diversity, particularly in sectors like housing and construction. The ‘Not Just for Boys’ campaign challenged traditional gender roles and encouraged young women to consider careers in these fields, thereby building a more inclusive workforce.

Measuring and Reporting Impact:

To ensure transparency and accountability, Adra uses the Thrive system to measure the social value created by its activities. This system aggregates data from multiple sources, including the British Household Panel Survey and Understanding Society, to provide a clear picture of the organisation’s impact on communities and well-being.

Additionally, Adra applies the HACT (Housing Associations’ Charitable Trust) and Welsh TOMs (Themes, Outcomes, and Measures) indicators to assess their social value contribution, ensuring alignment with the Well-being of Future Generations (Wales) Act 2015. These frameworks enable Adra to track and report on the social, economic, and environmental impact of its initiatives, which are then published in an annual Social Value Report.

Conclusion:

Adra’s pioneering leadership in social value is a testament to its commitment to creating meaningful, lasting change. The organisation goes beyond constructing homes; it builds hope, resilience, and opportunity for communities across Wales. By focusing on local impact, innovation, and the empowerment of individuals, Adra continues to set the standard for socially responsible leadership in the housing sector.

Through initiatives like Tendra, Academi Adra, and partnerships with local organisations, Adra is proving that true innovation lies not just in what is built, but in how it positively shapes the future for everyone involved.

Adra’s social value efforts highlight the potential for organisations to drive change and create an inclusive, sustainable future for all—one that reflects their unwavering commitment to people, place, and purpose.