Councils as Catalysts for Belonging: How “Listening Comms” Improve Wellbeing
Local government sits at street level. When councils listen well and communicate with care, they don’t just deliver services, they create belonging. This article distils a recent talk I gave for Buckinghamshire and Milton Keynes Association of Local Councils AGM, about why human psychology should sit at the heart of council communications, and how practical changes in our approach can strengthen communities, reduce burnout, and build trust.
Why environment matters more than willpower
Decades of behavioural research shows that people thrive in supportive environments. In the famous “Rat Park” experiments (Bruce K. Alexander), rats given an enriched, social environment chose ordinary water over drug-laced water, even those previously dependent. Translation for civic life: when the social environment improves, harmful coping behaviours fall. Councils influence that environment every day.
The “window of tolerance”
We all operate within a shifting “window of tolerance” — the zone in which we can think clearly, relate well, and make balanced decisions.
Above the window: hyper-arousal (anxiety, stress, reactivity).
Below the window: hypo-arousal (flatness, withdrawal, “what’s the point?”).
Workplaces and neighbourhoods that foster connection, meaning, and voice widen that window. Councils can expand residents’ windows by modelling belonging: being seen, heard, and valued.
From broadcasting to listening communications
Therapy research is clear: it’s the relationship that heals. The same principle applies to councils. Broadcasting at people rarely builds trust; dialogue does. “Listening comms” looks like:
Asking feeling questions as well as thinking ones in surveys:
Thinking door: “What do you think about parks and play areas?”
Feeling door: “How do you feel when you use your local park?”
The second door opens stories, memory, motivation — and better data.
Showing up where people already gather: markets, festivals, school gates, community halls.
Treating residents as partners, not “audiences”: “We need your help to strengthen our case — tell us what matters most,” rather than “Have your say (again).”
Escaping the Drama Triangle online
A lot of civic social media gets trapped in the Drama Triangle (Persecutor–Victim–Rescuer). Keyboard warriors see themselves as rescuers; officers feel persecuted; everyone swaps roles. Stepping off the triangle means:
Name the feeling: “We know this is frustrating and you might be eye-rolling at yet another survey…”
Invite shared power: “…and we also need your help to strengthen our position with evidence. Two minutes here makes a real difference.”
Amplify advocates: screenshot and repost positive resident comments, tag and thank them. Counter the algorithm’s negativity bias by deliberately platforming everyday good.
Micro-grants, macro-impact
Belonging grows fastest when councils enable resident-led action. One example: a local resident upset about marine plastic started a litter-picking group. A small grant for grabbers and bags led to a wider volunteer network and, through council facilitation, a community-run tree nursery. When councils lower the friction for doers, small acts compound into civic pride.
Strategy that fuels wellbeing (and reduces burnout)
Officer and member burnout creeps in when work feels like an endless conveyor belt. A human-centred strategy fixes that by connecting tasks to meaning:
Agree 3–5 value pillars grounded in community feelings (e.g., Cleaner & Greener, Safe & Connected, A Bright Future).
Map every action and decision to a pillar with clear ownership (committee/officer), timelines and measures.
Track visibly using a simple RAG view (Red = not started; Amber = in progress; Green = achieved).
Share progress publicly each quarter (a short, friendly update or a 60-second video).
Celebrate wins — dopamine matters. Listing achievements counters “nothing we do amounts to much” and boosts staff and resident morale.
Chemistry matters here: cortisol gets us moving; dopamine rewards progress; oxytocin (trust and belonging) is the antidote to chronic stress. Transparent progress and public appreciation feed both.
Practical phrasing you can use tomorrow
When announcing a consultation:
“We know these posts can feel repetitive — and it’s easy to think ‘what’s the point?’ We’re asking for your help to strengthen our case with real local evidence. If you’ve got two minutes, this is the best way to influence what happens next.”When answering the “yeah, but…” comment:
“You’re right — the swing at Clarence Park has been out for too long. It’s in our October repairs schedule; we’ll post the date once confirmed. Here’s what’s been fixed this month, and what’s next.”When thanking residents:
“Shout-out to Debbie and the Saturday litter-pick crew — your work inspired the new tree nursery. If you’d like to join them, we can help with kit and small grants.”
Make your channels kinder than the algorithm
Balance every necessary notice with a good-news post.
Screenshot and republish resident praise (with permission), not just complaints.
Pair every “ask” with a micro-action and a time box (“Two minutes today helps us secure funding for…”).
Rotate content through Think / Feel / Do: an informative post, a story that lands emotionally, and a clear action.
The deeper point: belonging is preventative care
Kindness, connection and purpose don’t just feel nice — they’re protective. Communities with stronger social glue place less pressure on public services. Councils can be the architects of belonging simply by listening well and enabling doers.
Want help turning this into practice?
I work with town and parish councils to design Listening Council Strategies, train teams in positive comms, and co-create community engagement frameworks that actually work in the real world.
Workshops & training: civility & respect, officer–member protocols, survey design that unlocks feeling, social media that steps off the Drama Triangle.
Strategy support: value-pillar roadmaps, public progress dashboards, quick-win comms calendars.
Community enablement: micro-grants frameworks, “find the doers” outreach, volunteer journey design.
If you’d like to explore this for your council, book a free discovery call via CouncilCulture.uk. Let’s build places where people feel they belong — and watch the rest follow.