(not) Hating GROWTH
How we work To save only one part of this place is to save none of it
VALUES-BASED RESEARCH STUDY 1. WHY WE DID IT 2. HOW WE DID IT 3. WHAT WE LEARNED 4. HOW TO APPLY IT
HOW WE DID IT • Sought partners in the research – PSRC, King County Council, Amazon • Heart + Mind Strategies • Pioneered the use of values-based research
THE RESEARCH Cascade Region Residents Who? Sample Size N=638 • King County (n=336) • Kitsap County (n=75) • Pierce County (n=113) • Snohomish County (n=114 ) May 18 th – June 1st, 2015 Field Dates Snohomish Interview Method Online Kitsap King Length 20 minutes Pierce Respondent Sample Sourced from online panel.* Criteria Screening Criteria: Live within King, Kitsap Pierce or Snohomish counties At least 18 years of age *This survey was designed to be representative on key demographics and geographical dimensions.
WHAT WE LEARNED
KEY FINDING #1 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.
QUALITY OF LIFE POSITIVE QUALITY LIFE IS IMPROVING OF LIFE 50% 7.2 Regional Average 6.1 U.S. Average 44%
THE DIRECTION OF THEIR OWN COMMUNITY Residents of Snohomish county are least likely to believe things are headed in the right direction, while those in Pierce county are most optimistic. Wrong Track Right Direction Not Sure 19% 58% Pierce 22% 20% 51% Kitsap 29% 24% 51% King 24% 26% 45% Snohomish 29%
WE ARE AN ENGAGED PEOPLE Issues related to quality of life INTERESTED 73% INFORMED 62% Interest is higher in King (77%) and Pierce (75%) counties than in Snohomish (61%) or Kitsap (64%).
THE RIGHT DIRECTION Quality of Life in the Region: Positives outweigh the negative aspects 3 to 1 Positive Negative
KEY FINDING #2 As a region we are realistic that growth is inevitable and overall we are optimistic that it will make our lives better.
GROWTH IS COMING 80%: The best thing to do is plan & prepare
HOW WE FEEL ABOUT GROWTH Over half of residents agree: growth should be encouraged & fostered Strictly Strongly managed 17% 29% encouraged 54% or limited & fostered
KEY FINDING #3 Four personal priorities, two positive and two negative, dominate the thinking of Pacific Northwest residents.
TOP 4 PERSONAL PRIORITIES Traffic congestion & public 23% transportation High cost of living & 20% income inequality Scenic beauty, outdoor recreation 17% & healthy environment Diversity & convenience of 10% our communities
KEY FINDING #4 High support for regional vision focusing on natural land preservation, range of affordable housing options, with livable, affordable neighborhoods.
A COMMON VISION NEEDED 82% agree it’s important to have a vision for growth in the region 72% feel we need to do a better job
‘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.
TOP 6 REGIONAL GROWTH STRATEGIES GROWTH STRATEGIES % AGREE Making it safe and convenient to walk or bike to 82% neighborhood stores, businesses, and schools Preserving and restoring remaining natural areas and 75% creating more play fields, trails, and park facilities Encourage a range of housing options that meet the 74% needs and budgets of residents Invest in new roadways and road improvements 74% Providing more public transportation options (bus, 72% rail, transit) Protect 1 million acres of working forests (93% of existing timberland) and farms (85% of current 72% agricultural lands) and 265,000 acres of shorelines, natural areas, and parks…
KEY FINDING #5 Words matter. Followed by Action…
HOW WE REFER TO OURSELVES PREFERRED REGION NAME First Choice Second Choice PACIFIC Pacific Northwest 53% 18% 72% NORTHWEST Puget Sound 13% 23% 36% Western Washington 6% 17% 23% Greater Seattle 8% 12% 20% Washington State 6% 9% 15%
COMPELLING WORDS & PHRASES Solutions People & Land Conserve Special for Generations Help Communities Sustainable to Come Thrive People & Green Ideas Cherishes its Working Spaces Actions & Wild Landscapes Livable Thoughtfully Cherishes Diverse Sustainable Urgent Communities Affordability Environmentally Friendly Prosperity Conservation Growth Social Well-being Equality Reconnect Environmental Quality Land Mutually Supportive Thoughtful Fairness Interdependent Compromise Healthy Environment Conserve Farm Vibrant & Forest Lands Commute for Hours
WHAT GENERATES PUBLIC SUPPORT AND INTEREST? • “Together we make the difference.” • “ When everyone does a little more, we can do a lot .”
HOW WE APPLY IT
Strategic Hinge There is a “strategic hinge” which Personal Values exists, linking the attributes and benefits of life in the Cascade Region to the people Emotional Consequences Functional Benefits Attributes/ Rational Reasons Identifying the rational and emotional drivers of this hinge is the purpose of “values” research. Positive and Negative
Cascade Region Pathways 2015 Attributes That Influence Quality of Life VALUES Value Level Personal value(s) supported by the emotional benefit EMOTIONS Emotional Level Emotional benefit(s) associated with each functional benefit Benefits Level BENEFITS Functional benefit(s) associated with each factor Attribute Level Factor that impacts quality of life Education Family friendly/ Variety ATTRIBUTES Weather Traffic system Strong values Income to do Jobs Equality Traffic Crime Employment Education Infrastructure system Convenience/ Scenic Easy Living Infrastructure Cost of Taxes The people/ Beauty living Small town feel
Cascade Region Pathways 2015 Functional Benefits VALUES Value Level Personal value(s) supported by the emotional benefit Emotional Level EMOTIONS Emotional benefit(s) associated with each functional benefit Benefits Level Functional benefit(s) associated with each factor More choices/ Saves time opportunities Saves time Afford housing/ Enjoy BENEFITS living outdoors/rec Roads Earn Money/ safe Neighbors Sense of Money goes further Children learn help community more Family safe Education Family friendly/ Variety ATTRIBUTES Weather Traffic system Strong values Income to do Jobs Equality Traffic Crime Employment Education Infrastructure system Convenience/ Scenic Easy Living Infrastructure Cost of Taxes The people/ Beauty living Small town feel
Cascade Region Pathways 2015 Emotional Benefits Value Level Personal value(s) supported by the emotional benefit VALUES Emotional Level Emotional benefit(s) associated with each functional benefit Quality of life Mood In control effect Done a good Less stress EMOTIONS job Feel safe Spend time w/ Healthy lifestyle family/friends Do Provide for more/other Children better others Better/Improved things quality of life Stay in community community More choices/ Saves time opportunities Afford housing/ Enjoy Saves time BENEFITS living outdoors/rec Roads Earn Money/ safe Neighbors Sense of Money goes further Children learn help community more Family safe Education Family friendly/ Variety ATTRIBUTES Weather Traffic system Strong values Income to do Jobs Equality Traffic Crime Employment Education Infrastructure system Convenience/ Scenic Easy Living Infrastructure Cost of Taxes The people/ Beauty living Small town feel
Cascade Region Pathways 2015 Complete Map Happiness Belonging VALUES Self esteem Enjoyment Family love Well being Peace of mind Freedom Satisfaction Security Accomplishmen t Quality of life Mood In control effect Done a good Less stress EMOTIONS job Feel safe Spend time w/ Healthy lifestyle family/friends Do Provide for more/other Children better others Better/Improved things quality of life Stay in community community More choices/ Saves time opportunities Afford housing/ Enjoy Saves time BENEFITS living outdoors/rec Roads Earn Money/ safe Neighbors Sense of Money goes further Children learn help community more Family safe Education Family friendly/ Variety ATTRIBUTES Weather Traffic system Strong values Income to do Jobs Equality Traffic Crime Employment Education Infrastructure system Convenience/ Scenic Easy Living Infrastructure Cost of Taxes The people/ Beauty living Small town feel
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