Freight & Logistics Social Licence Campaign Development - PowerPoint PPT Presentation

Freight & Logistics Social Licence Campaign Development Council Presentation Freight and Logistics Council of WA (FLCWA) May 30 th 2019 Client Contact: Kellie Houlahan – Executive Officer, Freight and Logistics Council of WA Prepared by: James Strickland – Account Manager Marissa Barbaro – Account Director Chris Batini – Principal

Agenda Perceptions & Background, Key Benefits Prioritising Developing Knowledge of Key Insights & Approach & Concerns Concerns the Campaign Freight Who we spoke to What Perth Summarising the The perceived The concerns the How to make a and how we residents know, key findings and benefits and key industry should social licence and how they feel, next steps addressed the concerns target to reach campaign most research about freight and residents have the highest effective and what objectives logistics about freight and proportion of it should look like logistics Perth residents 1 2 6 3 4 5 2

Background & Approach 3

A Mixed Method Approach… To guide the FLCWA’s strategic direction and development of a social licence campaign, a mixed method study was conducted involving in-depth focus groups and a Perth Metro general population survey. The Focus Groups The Survey The primary aim of the quantitative survey was to establish The aim of the focus groups was to uncover key insights and perceptions baseline measures of community attitudes and perceptions of of freight and facilitate meaningful discussion about developing a social freight, and to identify externalities of greatest concern to Perth licence campaign, and inform the survey development. residents through Max Diff (trade-off) analysis. Two groups of 90 minutes were run with members of the Perth metropolitan community on the 15 th April, 2019. The online survey was completed by n=613 respondents aged 18+ from the Perth metropolitan area, yielding a margin of error of +/- 3.98% (a sufficiently robust and representative sample). Groups were split by age:18-34 years old (n=10) and 35+ years old (n=8). Interlocking age and gender quotas were set to ensure the sample was representative of the Perth general population. All data was Prior to the focus groups, participants completed a homework task to post-weighted according to ABS data. encourage them to consider relevant issues. Survey duration was approximately 15 minutes. Each participant was given an $80 incentive for their contribution. 4

Some analytical pointers… Strength of Response  /  Ticks and crosses represent how often a specific sentiment was mentioned in the focus groups. Responses are graded on a scale from  - indicating a sentiment was held by a strong majority across both groups, to  - indicating a sentiment was held by one or two. Verbatim Responses Participant & Methodology Icons Throughout this report, verbatim responses have been included. Throughout the report the following icons are used to identify either the Verbatim responses from the qualitative research are labelled participant or approach (i.e. focus group vs survey): throughout. Focus Group Participants Research Methodology Statistical Testing For the quantitative component, significant differences between sub- groups have been tested at the 95% level of confidence and indicated 35+ 18-34 by stars  or arrows   where applicable. Focus Groups Survey 5

Perceptions & Knowledge of Freight 6

What are the first things that come to mind when Perth Residents think about ‘Freight and Logistics’ and what do they know about it? 7

Focus Groups Not surprisingly, ‘trucks’ were In general, younger demographics think more about the movement first mentioned and most and delivery of goods as end consumers – whereas those older are more aware of the complex logistics and supply chain commonly associated with processes that are involved behind the scenes. freight and logistics. 8

Focus Groups While freight is seen as integral Nonetheless, some common feelings are that rail isn’t used enough, while others express a sense of awe at the complexity of it’s mostly ‘out of sight, out of freight and logistics processes. mind’. Integral & Important  “It’s integral! It has such a huge impact on our life.” 18-34 year old “We take for granted what goes on behind the scenes for you to be able to get whatever you want.” - 35+ year old Underutilised Rail  “I see those big Coles and Woolies trucks driving through the city and I think there must be a better way. I think we're missing a chance to use rail and we're just letting everyone drive on the roads.” - 35+ year old “There could be more stuff done by rail, depending on infrastructure, to take pressure off trucks on the road.” - 18-34 year old “Better for the environment to have more trains as opposed to trucks - but then how do you get the goods from the train depot out to where they need to go?” - 18-34 year old Efficient & Impressive  “The way they get things to just lock in together. Things get to you in a timely manner, without too much disruption. There's trucks on the road, but there's not too many half empty trucks on the road, they manage to put different loads together and get them to places.” - 35+ year old 9

Survey More than half of Perth residents admit to having poor or extremely poor knowledge of freight and logistics. NET 0-4% NET 6-10% 52 32 20 19 20 9 29 0-2 3-4 5 6-7 8-10 Extremely low / poor Extremely high / knowledge good knowledge Q2. How would you rate your current level of understanding or knowledge of the freight and logistics industry? Base: All Respondents (n=613) 10

Survey Knowledge is low across all demographics, but is lowest Females are more than twice as likely than males to say they have extremely poor knowledge . among females and 18-24 year olds. NET 0-4% NET 6-10% Overall 52 29 32 20 19 20 9 Male 41 20 21 20 27 12  39 Female 63 44  19 17 15 6 21 18-24 years 66 45 21 16 9 9  18 25-34 years 34 21 17 22 6 55 28 35-44 years 49 25 24 20 22 9 31 31 13 16 26 13 45-54 years 44 39 51 25 26 17 22 10 55-64 years 32 34 14 26 17 8 48 65+ years 25 Perth Inner City and North Metro 35 17 19 17 11 52 28 Western Suburbs and North Coastal 32 28 20 17 3 60 20 North East Metro 36 24 9 18 12 60 30 South East Metro 28 16 19 25 13 44 38 31 17 19 25 9 South West Metro & Mandurah 48 34 0-2 3-4 5 6-7 8-10 Extremely low / poor Extremely high / knowledge good knowledge Q2. How would you rate your current level of understanding or knowledge of the freight and logistics industry? Base: All Respondents (n=613); Gender: Male (n=299), Female (n=311); Age: 18-24 (n=75), 25-34 (n=126), 35-44 (n=112), 45- 11 54 (n=105), 55-64 (n=86), 65+ (n=109); Area: Perth Inner City and North Metro (n=153), Western Suburbs and North Coastal (n=147), North East Metro (n=32), South East Metro (n=132), South West Metro & Mandurah (n=148).

Survey Over half of respondents say …but for those who do, they mostly just want to know what freight they don’t feel they need to is and how it works. Positively, those younger (who feel the least informed) are two times more likely than their older counterparts to know more about freight and want to know more general information about the industry and how it works. logistics… How it works / Operates – General knowledge 18 18-24: 32% Costs – how shipping fees work/why vary 6 25+: 16% Postage / Parcels / Online Shopping 3 Courier / Delivery Companies 2 Planes / Air Freight 2 Containers / Warehousing 1 Costs / Shipping Fees 1 Other 8 Don’t know / Unsure 5 No / Nothing 56 Q3.Is there anything you feel you would like to know more about the freight and logistics industry? Base: All Respondents (n=613) 12

Survey Positively, it’s those who know …suggesting they are open to learning more about the industry. the least about freight who say they need to know more… NET 0-4% NET 6-10% Overall 28 51 13 15 20 25 26 Male 21 7 14 20 29 29 58 Female 36 19  17 20 21 23 44 35 18-24 years 22  13 27 24 14 38 25-34 years 27 12 15 17 26 30  56 22 35-44 years 6 16 23 29 25 54 27 45-54 years 9 18 18 31 24 56 24 13 11 20 20 35 55-64 years  55 35 19  16 20 17 28 65+ years 45 Perth Inner City and North Metro 26 12 14 24 24 25 49 Western Suburbs and North Coastal 32 14 18 21 19 28 47 North East Metro 30 21 9 21 28 21 49 South East Metro 26 11 15 19 27 29 56 29 South West Metro & Mandurah 14 15 17 28 26 54 0-2 3-4 5 6-7 8-10 Strongly disagree Strongly agree Q4b. I know as much as I need to know about freight and logistics? Base: All Respondents (n=613); Gender: Male (n=299), Female (n=311); Age: 18-24 (n=75), 25-34 (n=126), 35-44 (n=112), 45-54 (n=105), 55-64 (n=86), 65+ (n=109); 13 Area: Perth Inner City and North Metro (n=153), Western Suburbs and North Coastal (n=147), North East Metro (n=32), South East Metro (n=132), South West Metro & Mandurah (n=148).