Growth: What our region thinks and how we need to talk about it
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Gene Duvernoy, President of Forterra, presents hot-off-the-press findings from research by a national research firm, designed to help our region’s leaders create communications that meaningfully speak to people’s values and priorities thereby compelling them to care more, invest more and act more in issues of smart growth and healthy density in our region.
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Growth: What our region thinks and how we need to talk about it
- 1. GROWTH What our region thinks & how we need to talk about it
- 2. We live in a beautiful place. A place I fell in love with 35 years ago when I drove my 15 year-old wheezy car to the PNW and the Ravenna neighborhood. We all know this place is changing quickly – astonishingly so - in ways that are both welcome and troublesome. Thinking about how we sustain this place must be a conversation we are having with all our neighbors across the region. We put together this presentation you are about to watch to expand that conversation, on the issues important to the PNW. First, we needed to understand how our neighbors are thinking about growth and then we explored how to better connect with them around these issues. By speaking to people’s values and priorities, by telling compelling stories that ring true with what everyone sees on the ground, each and everyone of us and our neighbors will invest and act more deeply to sustain this place. This research was developed by Forterra in partnership with the King County Council, Puget Sound Regional Council, and Amazon. It grows out of conversations during spring 20-15 with people who live in King, Kitsap, Pierce and Snohomish counties. INTRODUCTION TO THIS PRESENTATION
- 3. So many of us are doing great work to make sure this place stays healthy and vibrant. Working on conservation, new ways to build, health care, food access, transportation. The list goes on. But we face a tide of challenges from climate change to population growth, from economic inequity to traffic. We need to get ahead of this rising tide. We need to work together to make sure that we grow in a way that our region is a better place for all of us. We need to foster a common vision where everyone has a stake in our future and they know their voices truly matter. Our neighbors care a lot about the quality of life here. They're looking for leadership and vision. They want to be engaged. We hope this presentation provides a good starting place. Thank you, Gene Duvernoy, President, Forterra INTRODUCTION TO THIS PRESENTATION
- 4. CONTEXT 1. 2. 3. Who is Forterra—why we do what we do? Local & global forces are profoundly transforming region Cities – from environment's worst enemy to sustainability’s best friend • Climate Change • Population Growth • Technology • Economic Shifts
- 8. VALUES-BASED RESEARCH STUDY 1. How we did it What we learned How apply it Why we did it 2. 3. 4.
- 9. To learn what our region thinks about growth and how we need to talk about it. WHY WE DID IT
- 10. • Sought partners in the research – PSRC, King County Council, Amazon • Heart + Mind Strategies • Pioneered the use of values-based research HOW WE DID IT
- 11. THE RESEARCH Who? Cascade Region Residents Sample Size N=638 • King County (n=336) • Kitsap County (n=75) • Pierce County (n=113) • Snohomish County (n=114) Field Dates May 18th – June 1st, 2015 Interview Method Online Length 20 minutes Respondent Criteria Sample Sourced from online panel.* Screening Criteria: Live within King, Kitsap Pierce or Snohomish counties At least 18 years of age Snohomish King Pierce Kitsap *This survey was designed to be representative on key demographics and geographical dimensions.
- 12. What we learned
- 13. Pacific Northwest residents enjoy a high quality of life and have a positive outlook – well above the national average – we like the life we have here. KEY FINDING #1
- 14. QUALITY OF LIFE 6.1 7.2 LIFE IS IMPROVINGPOSITIVE QUALITY OF LIFE 44% 50% Regional Average U.S. Average
- 15. Wrong Track Right Direction Not Sure Pierce 22% Kitsap 29% King 24% Snohomish 29%26% 24% 20% 19% 45% 51% 51% 58% Residents of Snohomish county are least likely to believe things are headed in the right direction, while those in Pierce county are most optimistic. THE DIRECTION OF THEIR OWN COMMUNITY
- 16. INTERESTED 73% WE ARE AN ENGAGED PEOPLE INFORMED 62% Issues related to quality of life Interest is higher in King (77%) and Pierce (75%) counties than in Snohomish (61%) or Kitsap (64%).
- 17. THE RIGHT DIRECTION Positive Quality of Life in the Region: Positives outweigh the negative aspects 3 to 1 Negative
- 18. As a region we are realistic that growth is inevitable and overall we are optimistic that it will make our lives better. KEY FINDING #2
- 19. GROWTH IS COMING 80%: The best thing to do is plan & prepare
- 20. HOW WE FEEL ABOUT GROWTH Strictly managed or limited Strongly encouraged & fostered 29% 54%17% Over half of residents agree: growth should be encouraged & fostered
- 21. Four personal priorities, two positive and two negative, dominate the thinking of Pacific Northwest residents. KEY FINDING #3
- 22. TOP 4 PERSONAL PRIORITIES Diversity & convenience of our communities 23% 20% 10% 17% Scenic beauty, outdoor recreation & healthy environment High cost of living & income inequality Traffic congestion & public transportation
- 23. High support for regional vision focusing on natural land preservation, range of affordable housing options, with livable, affordable neighborhoods. KEY FINDING #4
- 24. A COMMON VISION NEEDED 72% feel we’re not doing a good job 82% agree it’s important to have a vision for growth in the region
- 25. TOP 6 REGIONAL GROWTH STRATEGIES GROWTH STRATEGIES % AGREE Making it safe and convenient to walk or bike to neighborhood stores, businesses, and schools Preserving and restoring remaining natural areas and creating more play fields, trails, and park facilities Encourage a range of housing options that meet the needs and budgets of residents Invest in new roadways and road improvements Providing more public transportation options (bus, rail, transit) Protect 1 million acres of working forests (93% of existing timberland) and farms (85% of current agricultural lands) and 265,000 acres of shorelines, natural areas, and parks… 72% 72% 74% 74% 75% 82%
- 26. Words matter. KEY FINDING #5
- 27. ‘Vision’ is the preferred term to use when communicating a regional plan for the future followed by ‘action plan’ and ‘strategy.’ ‘Vision’ (30%) is the most preferred way to refer to a regional plan for the future.
- 28. HOW WE REFER TO OURSELVES 53% 13% 6% 8% 6% 18% 23% 17% 12% 9% 72% 36% 23% 20% 15% Pacific Northwest Puget Sound Western Washington Greater Seattle Washington State PREFERRED REGION NAME First Choice Second Choice PACIFIC NORTHWEST
- 29. COMPELLING WORDS & PHRASES Solutions Special for Generations to Come Ideas Actions Thoughtfully Urgent Environmentally Friendly Growth Reconnect Mutually Supportive Interdependent Conserve Farm & Forest Lands People & Land Help Communities Thrive Cherishes its Working & Wild Landscapes Cherishes Diverse Communities Prosperity Social Well-being Environmental Quality Thoughtful Compromise Vibrant Commute for Hours Conserve Sustainable People & Green Spaces Livable Sustainable Affordability Conservation Equality Land Fairness Healthy Environment
- 30. • “Together we make the difference.” • “When everyone does a little more, we can do a lot.” WHAT GENERATES PUBLIC SUPPORT AND INTEREST?
- 31. NOW FOR THE TOUCHY FEELY
- 32. How we apply it
- 33. Strategic Hinge Attributes/ Rational Reasons Functional Benefits Emotional Consequences Personal Values Positive and Negative There is a “strategic hinge” which exists, linking the attributes and benefits of life in the Cascade Region to the people Identifying the rational and emotional drivers of this hinge is the purpose of “values” research.
- 34. Cascade Region Pathways 2015 Attributes That Influence Quality of Life Education system Weather TaxesCost of living Jobs Employment Variety to do Education system Infrastructure Traffic Crime The people/ Small town feel Family friendly/ Strong values Infrastructure TrafficIncome Equality ATTRIBUTESBENEFITSEMOTIONSVALUES Scenic Beauty Convenience/ Easy Living Benefits Level Functional benefit(s) associated with each factor Attribute Level Factor that impacts quality of life Emotional Level Emotional benefit(s) associated with each functional benefit Value Level Personal value(s) supported by the emotional benefit
- 35. Cascade Region Pathways 2015 Functional Benefits ATTRIBUTESBENEFITSEMOTIONSVALUES Emotional Level Emotional benefit(s) associated with each functional benefit Value Level Personal value(s) supported by the emotional benefit Benefits Level Functional benefit(s) associated with each factor Education system Children learn more Weather Enjoy outdoors/rec TaxesCost of living Afford housing/ living Jobs Employment Earn Money/ Money goes further Variety to do Education system More choices/ opportunities Saves time Infrastructure Traffic Roads safe Crime Family safe The people/ Small town feel Family friendly/ Strong values Sense of community Neighbors help Infrastructure Traffic Saves time Income Equality Scenic Beauty Convenience/ Easy Living
- 36. Cascade Region Pathways 2015 Emotional Benefits ATTRIBUTESBENEFITSEMOTIONSVALUES Value Level Personal value(s) supported by the emotional benefit Emotional Level Emotional benefit(s) associated with each functional benefit Education system Children learn more Children better quality of life Done a good job Weather Enjoy outdoors/rec Healthy lifestyle TaxesCost of living Afford housing/ living Stay in community Jobs Employment Earn Money/ Money goes further Variety to do Education system More choices/ opportunities Provide for others Less stress Do more/other things Saves time Infrastructure Traffic Roads safe Feel safe Crime Quality of life Family safe The people/ Small town feel Family friendly/ Strong values Sense of community Neighbors help Better/Improved community In control Spend time w/ family/friends Mood effect Infrastructure Traffic Saves time Income Equality Scenic Beauty Convenience/ Easy Living
- 37. Cascade Region Pathways 2015 Complete Map Education system Accomplishmen t Children learn more Children better quality of life Done a good job Self esteem Weather Enjoy outdoors/rec Healthy lifestyle TaxesCost of living Afford housing/ living Stay in community Jobs Employment Earn Money/ Money goes further Variety to do Education system More choices/ opportunities Provide for others Less stress Do more/other things Saves time Infrastructure Traffic Roads safe Feel safe Crime Security Quality of life Well being Peace of mind Happiness Family safe The people/ Small town feel Family friendly/ Strong values Sense of community Neighbors help Better/Improved community In control Freedom Spend time w/ family/friends Mood effect Satisfaction Enjoyment Belonging Family love Infrastructure Traffic Saves time Income Equality ATTRIBUTESBENEFITSEMOTIONSVALUES Scenic Beauty Convenience/ Easy Living
- 38. Cascade Region Values: Traffic (23%) Education system Accomplishmen t Children learn more Children better quality of life Done a good job Self esteem Weather Enjoy outdoors/rec Healthy lifestyle TaxesCost of living Afford housing/ living Stay in community Jobs Employment Earn Money/ Money goes further Variety to do Education system More choices// opportunitiess Provide for others Less stress Do more/other things Saves time Infrastructure Traffic Roads safe Feel safe Crime Security Quality of life Well being Peace of mind Happiness Family safe The people/ Small town feel Family friendly/ Strong values Sense of community Neighbors help Better/Improved community In control Freedom Spend time w/ family/friends Mood effect Satisfaction Enjoyment Belonging Family love Infrastructure Traffic Saves time Income Equality ATTRIBUTESBENEFITSEMOTIONSVALUES Scenic Beauty Convenience/ Easy Living Traffic Congestion 21% 2%23% Traffic congestion & public transportation
- 39. Traffic Congestion Nearly a quarter (23%) of residents identify traffic congestion/not enough public transportation/hard to get around as the area of most concern for residents. Traffic congestion/ not enough public transportation Too much time to get where I need to go Stress No sense of well-being Residents Cascade Region Traffic Congestion We want to eat dinner with our families but traffic has wreaked havoc with our commutes. Now our kids are eating before we get home. Good public transit options would get us home earlier and take away the stress knowing kids do better in school when families eat together.
- 40. Cascade Region Values: Scenic Beauty (17%) Education system Accomplishmen t Children learn more Children better quality of life Done a good job Self esteem Weather Enjoy outdoors/rec Healthy lifestyle TaxesCost of living Afford housing/ living Stay in community Jobs Employment Earn Money/ Money goes further Variety to do Education system More choices/ opportunities Provide for others Less stress Do more/other things Saves time Infrastructure Traffic Roads safe Feel safe Crime Security Quality of life Well being Peace of mind Happiness Family safe The people/ Small town feel Family friendly/ Strong values Sense of community Neighbors help Better/Improved community In control Freedom Spend time w/ family/friends Mood effect Satisfaction Enjoyment Belonging Family love Infrastructure Traffic Saves time Income Equality ATTRIBUTESBENEFITSEMOTIONSVALUES Scenic Beauty Convenience/ Easy Living Scenic Beauty 12% 3% 2% 12% 3% 2% Scenic Beauty Outdoor Rec Health of Environment
- 41. Scenic Beauty Just over one in ten (12%) view the scenic beauty of the region as having the greatest impact on their quality of life. Scenic beauty of the region Enjoy the outdoors/recreation al opportunities Less stress Well being/ peace of mind Residents Cascade Region Scenic Beauty We live in an amazing place. We can wake to Mt. Rainier, hike in the Cascades and return home to a sunset over the Olympics. The water, mountains, trees and our urban parks are not only beautiful, they provide a healthier lifestyle and well being for us all.
- 42. PUT IT ALL TOGETHER DNA/PERSONA hopeful, responsible, resourceful, diversity, work together PERSONAL PRIORITIES OUR VALUES WORDS THAT CONNECT 1. 2. 3. 4.
- 43. Keeping this place special for generations to come is important to each of us here in the Pacific Northwest. We have much to cherish: the natural beauty of our landscapes, the breadth and variety of recreational activities and amenities that enrich our lives, and our people and communities. Of course with this abundance comes inevitable growth and responsibility. If we don't plan and prepare for it – if we don’t do a better job – the positive changes growth can bring will be outweighed by the negative ones – more and more traffic congestion, not enough transportation options, growing lack of affordable housing, increasingly higher cost of living and rising income inequality. The good news: Pacific Northwesterners are hopeful. We are a resourceful bunch working hard to reconnect people and place. By focusing on thoughtful solutions, including environmentally friendly growth that preserves our natural lands and provides all people with affordable and livable communities, we can better enjoy the benefits of living here. Together we can make the difference and sustain this place we love. PACIFIC NORTHWEST VISIONING NARRATIVE
- 44. • Developing a communications guide to share broadly. • This will allows us to speak with a stronger common voice and amplify our impact regionally. • To move the population to act – vote, volunteer, donate, live differently, etc. WHAT FORTERRA IS DOING
Notes de l'éditeur
- Thank the investors of this research.
- This is a draft narrative that others seeking to reach the public on the issues related to smart growth could use to inform their messaging from. This is a frame. You will do this for the particular story and resolution you wish to speak to.
- This is a draft narrative that others seeking to reach the public on the issues related to smart growth could use to inform their messaging from. This is a frame. You will do this for the particular story and resolution you wish to speak to.
- This is the Puyallup Valley east of Tacoma today. If we allow current development patterns to continue, we will further disconnect people from services – driving-up commute times and cost of living, reducing quality of life, sacrificing benefits received from nature, and undercutting our ability to provide local food to our communities.
- Resulting in this – a familiar site around much of our nation.
- In the 1900s it was the fastest growing city. A century later, 1/3 (40 sq miles) is vacant and derlict. Let’s learn from Detroit so we don’t become Detroit Not going to lose the PNW on our watch – we have a choice: To stay the greatest region – to stay the go to place to live for the next 100 years . . . Or not.
- Today, we here are at a disconnect with our residents. This is a communications failure. We can and must do better so we don’t follow in Detroit’s footsteps. We are taking action. Today I’m going to talk about this…
- Forterra conducted cutting edge research into how citizens across the four counties think and feel about growth. How are things going here and what do we think about it. This is crucial information if we are going to communicate successfully with the public because what we know: 1. When we talk about issues first through an emotional connect (the values they hold) – we have more success in bringing people along in their thinking. 2. When we talk with a united voice, from the same playbook, we create a more powerful and lasting message that resonates with the public and showcases a cohesive and effective vision. Goal of research: To connect tactics and policy with our citizens’ deepest emotions – their personal priorities and values Create messaging that speaks to our residents through what they feel and care about
- We are a community of wonks; we like to talk about passenger miles, and x and y. We need to connect to our residents with what they feel and care about – this is how we need to speak to our residents. This is what H+M does. If coke does this to sell coke, then let’s do it for our regional visions.
- Once we designed the survey, H+M used the power of having real time, online conversations with people when conducting this research. Now that I’ve shared how we did it, let’s talk about what we learned.
- We like the life we have here and we believe it’s worth keeping.
- We like our quality of life. We are optimistic. We hope to keep feeling good about this place. This is a region that really likes itself, so we have to start our conversation knowing that; acknowledging this. People are happy they are here – its about enhancement. It’s not about how long you’ve lived here, your age, your income or other demographics. This isn’t about new guard or old guard – it appears to go across demographics - age, community type, gender, race.
- We are not an apathetic people…we are nobody’s fool – we are engaged.
- We have a reservoir of good will here. Overall, people still love this place. 3 to 1 they generally have a positive outlook. BUT if we wait to long, and the negatives start to outweigh the positives, then we won’t be as lucky.
- 80% of us think growth is inevitable and we need to plan and prepare for it.. (Those in small cities and who are newer to the region are more likely to share this viewpoint while those in small town/rural areas and those who have lived in the region all their lives believe growth is within their control.)
- 54% of us thinks growth will be a good thing and should be encouraged and fostered. We need to be less concerned about turning the others. We need to amplify the voice of the 54%. This is a public that is willing to give us a shot. We can deliver or we can mess-up this opportunity – we must be thoughtful and diligent about it. People are aware of doing growth in a way that doesn’t the issues of a Detroit, an LA or even San Francisco. The undecided’s – 17% - could move either way. Depends how we talk to them. LIZA – fix the math and put 17% in the white zone.
- Scenic Beauty – we love our outdoors and our healthy lifestyle We really like where we live – our communities. Traffic Robs people of time an dability to enjoy our outdoors and communities. Affordability and inequity makes it difficult to afford to live here.
- What we are exploring is moving away from the overall quality of life in the region to peoples individual experiences of their quality of life. Interestingly, while 3 to 1 feel positive about quality of life here, the top priorities are ones that generate negative feelings. No surprise here – we know what we like and we know what we don’t like/are unhappy about. We love the scenic beauty and our landscapes. We like the diversity and richness of our communities and accessibility to the outdoors. Here’s what we don’t like – what’s getting in the way of what we like. We can’t get around – we are gridlocked. And we can’t afford to live here.
- Our residents want a cohesive vision for where we are heading. And their key elements, not surprising, is how we keep our region beautiful and how we are equitable and affordable and better traffic, etc. This finding supports everything Forterra stands for. You can’t just focus on the land you have to include the communities. And vice versa.
- We need to emphasize the commonalities. People need to know we have a common vision. See the poor take on it. = we are not talking about it the same way. This is why we did this to begin with – we need to speak with a common voice. We need to speak to their values and emotions. We need to start at the same context.
- These were the top six ranked strategies we tested. Each one of these strategies fits into the four priorities we already discussed which shows that people support what is most important to them in their personal lives.. They want to see in this plan that it preserves our scenic beauty, strengths in our already good communities, and solves our traffic and affordability issues. These issues are things people want us to do a better job on.
- People are looking for vision. People don’t want a plan – they want a common/shared vision. It’s notable. You can talk about vision – people want it.
- We think of ourselves primarily as the Pacific Northwest – this is the term we need to use as people see themselves in this.
- We’ve tested words and phrases related to regional visioning that helps us more effectively connect.
- Both focus collectively to achieve our common goal. Both focus on working collectively to achieve a common goal. The biggest point we want to make here is that people want to be involved; they want to be engaged.
- Let’s bring it all home. Here’s what we paid these guys to do. how do we get from the attributes to what matters to people emotionally – their values; from what we need to do on the ground to how we connect to people emotionally – to really get their attention. This is how Coca-Cola sells 1.8 billion drinks a day.
- I’ve given some hints here, but let’s go deeper.
- We are making this investment here to improve congestion so you can get where you really need to go to have a stronger sense of well being. Give me a statement that uses this and pushes something forward. Not a negative – make it a positive.
- I’ve shared a lot of information today. What do we do with all this information? How do we put it together? What are we working toward? As I’ve said this was a communications challenge. We are working on narrative. Whether you are in the business world running a company, are the head of an NGO, are a community organizer, or an elected leader, our goal is the same – to lead on these issues of growth and make sure we regionally have healthy growth that preserves our quality of life. We can all start with a similar narrative that connects with people and is powerful as long as we keep in mind these four building blocks. Let me show you an example that we put together to serve as a basis. The idea is that from this ‘unified’ frame (which connects to public’s values and because it is repeated has more resiliency) groups, individuals, biz, etc. can then move to their specific area of interest and factual support. We all need to be speaking from a similar frame, with similar words.
- This is a draft narrative that others seeking to reach the public on the issues related to smart growth could use to inform their messaging from. This is a frame. You will do this for the particular story and resolution you wish to speak to.
- What else is Forterra doing? By putting this kind of research into messaging, and collectively using the same bases for our messaging in order to grab the attention of and then move the public. We took all this research and we created a narrative that reflected it. It’s a generic narrative that shows how all this research can be applied to a public facing message. We’ve got to work together on this. The guide is a resource to help regional organizations and leaders speak more effectively with the public on issues related to regional growth. Forterra has realized how much the Voices of the region matter. If we are going to move the population to action – vote, volunteer, donate, purchase differently, travel differently, etc. - we have to seriously focus on unifying our messages to impact public will. Remember Detroit? Let’s grapple with growth so we maintain our sceinc beauty, manage our traffic, etc. How do we get together to d othis? We have initiaves but its not just us – we all need to be on board.
- Our future depends on the choices we make today. We can grow from this scene of today…
- To a scene like this – one where we did not work together to ensure a healthy, livable place for all. Or, we can…
- Instead create this – a place we are proud to pass onto future generations. To do this, we need to work together.