Социальный маркетинг предлагает новые стратегии борьбы с бездомностью в США

Getting your Trinity Audio player ready... By Nancy R. Lee In 2023, when I completed my book on “Reducing Gun Deaths and Injuries: A Social Marketing Approach,” I asked myself: “What’s the next wicked problem that a social marketing approach, Behavior Change for Good, can contribute more to?” An idea emerged immediately, as I reflected on an experience the night before. Once a month, our Rotary Club of Mercer Island volunteers at a local food kitchen in downtown Seattle, making dinners for 150 homeless individuals who line up around the block and, when doors open, “come in and get it.” A conversation I had one night with a homeless woman inspired me to learn more about the homeless problem and how social marketing can help address it. I asked her: “What shelter are you staying in?” She responded: “I’m not in a shelter. I sleep on sidewalks and in parks, a different place every night.” I asked her: “What are some of the reasons you haven’t accepted being in a shelter?” She responded: “I am a victim of domestic violence, and I bet my husband would go looking for me there.” I gave her a small wallet card: “Here is a note about a confidential domestic violence shelter close by that keeps the address secret to protect residents from being found by abusive partners, with staff trained in safety protocols.” With tears she shared: “Thank you. I had no idea. I will call them tonight.”* I then began six months of research on the homeless problem and potential solutions I will share in this article, beginning with “What’s the problem?” In 2024, U.S. HUD reported that “The number of people experiencing homelessness on a single night in 2024 was the highest ever recorded, with a total of 771,480 people experiencing homelessness.” * In 2026, in King County Regional Homelessness Authority Point-in-Time Count reported a total of 18,365 experiencing homelessness, with 11,829 (64%) unsheltered and 6,536 (36%) sheltered. On Mercer Island there is no formal count, but the city periodically encounters individuals who are experiencing homelessness. Awareness is primarily based on calls and contacts with individuals and community members. Mercer Island Police Department may become involved when there is: • A public safety concern • An individual is in crisis, such as needing medical or behavioral health assistance • An opportunity to help connect an individual with shelter, services or other resources Major unique sectors within the Homeless Population in the U.S. include:* • Families with children (34%) • Substance abuse (20%-44%) • Older adults (28%) • Mental health disorder (23%) • Domestic violence (16%) • Unaccompanied youth (5%) • Veterans (5%) Research also revealed four stages in the homelessness cycle, each needing unique strategies to “move on”:* 1. At Risk for Eviction: At this stage, people are currently housed, most often in rental units, and are at risk of eviction by property owners due to unpaid rent, with many not aware of financial assistance resources. 2. Currently Unsheltered: This is when someone’s nighttime location is not a regular accommodation, most often “camped out” in a public park, a car, an abandoned building, or other public spaces. 3. Currently in a Temporary Shelter: They may be staying in an emergency shelter or a transitional housing facility, most often with limited stay times. 4. Ready to Move On to Transitional or Permanent Supportive Housing: This group is actively engaged in exploring strategies to move into housing that provides housing assistance and supportive services on a long-term basis. In summary, based on case studies from around the U.S., four major strategies have and will help to reduce homelessness in our region:* • Sector Approach: Strategies need to be tailored to unique audiences. For example, impactful strategies to influence unaccompanied youth to accept shelter are different than strategies to influence those who are victims of Domestic Violence. • Share Resources: As noted in the opening story, many who are homeless are “on the streets” because they are not aware of shelters and services that “would work well” for them. • Shelter Availability: Ensure an adequate supply in order to decrease wait times and increase perceptions that shelters are safe, especially for children, and welcoming, regardless of any mental or substance use disorder. • Services Accessible: Ensure services, such as employment seeking and financial aid, are accessible and affordable. *Reference: Lee, N., “Reducing Homelessness: A Social Marketing Approach,” Ethics Press (2026) Mercer Island resident Nancy R. Lee is president of Social Marketing Services and an affiliate instructor at the University of Washington.