Public Opinion Research for Water Policy Makers · Public Opinion Research for Water Policy Makers Regional Water Providers Consortium Board Meeting October 1, 2014 ... waterways

Public Opinion Research for Water Policy Makers

Regional Water Providers Consortium Board MeetingOctober 1, 2014

www.dhmresearch.com

DHM Research | Regional Water Providers Consortium, Sept. 14 2

About DHM

Non-partisan, independent

Quantitative and qualitative work

35+ years

Public policy and community impact

DHM Research | Regional Water Providers Consortium, Sept. 14

Our Recent Work On Water

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CITY OF HILLSBOROTIGARD WATER DISTRICTLAKE OSWEGO / TIGARD WATER SUPPLY ANALYSISCLEAN WATER SERVICESEUGENE WATER & ELECTRIC BOARD (EWEB)SALEM PUBLIC WORKSCOALITION FOR CLEAN RIVERS AND STREAMSMOORE FOUNDATION (ALASKA SALMON PROJECT)PORTLAND HARBORWASHINGTON WATER + WORKERSEARTHFIX WILLAMETTE WATER SUPPLY PROGRAM


What to expect…

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1. Opinion climate of the region and state

2. Better understanding of public knowledge and awareness of water

3. Communication recommendations

OPINION CLIMATE

60%63%

40%37%

44% 44%

39%

46%41%

25%24%

51% 50%

43% 43%

46%

42%37%

0%

20%

40%

60%

80%

1998 2000 2002 2004 2006 2008 2010 2012 2013

Right Direction Wrong Track

All things considered, do you feel things in Oregon are headed in the right direction, or are they off on the wrong track?


All things considered, do you feel things in Oregon are headed in the right direction, or are they off on the wrong track?

43% 43%46% 49% 51%

41%37% 38%

33% 34%

0%

20%

40%

60%

80%

Jan-14 May-14 May-14 Jun-14 Aug-14

Right Direction Wrong Track


42%

46%

51%

54%

55%

56%

57%

60%

65%

71%

0% 20% 40% 60% 80%

Klamath Falls

Jackson County

Oregon Statewide

Clackamas County

Salem

Lane County

Milwaukie

Hillsboro

Portland

Corvallis

Right Direction by Community 2013/2014



Low Awareness Of Government

– 49% Oregonians don’t know the number of US Senators who represent the state, just one-third know their names

– 51% Oregonians cannot name the three branches of government

– 35% of Oregonians can identify the income tax as the primary source of revenue for state services

What does this mean for their awarenessof their local water systems?

9


Perception Of Waste

10

Oregon statewide

How many cents out of every dollar the state spends do you feel is wasted?

$0.44

How many cents out of every dollar the state spends do you feel benefits your daily life?

$0.30


Anxiety About The Economy

11

66% 71% 71% 65%

52%

March 2011 September 2011 January 2012 April 2013 Sept 2014

How worried are you about your personal financial situation?

Somewhat/veryOregon statewide


Economy is top of mind concern, water quality is second tier concern

12

6.2

6.6

6.9

7.0

7.1

7.5

8.2

0 1 2 3 4 5 6 7 8 9 10

Homelessness

Crime

The amount of local and state taxesthat you pay

Protection of natural resources

Environmental health of our riversand streams

Quality of public schools

Jobs and the economy

Oregon statewide

Level Of Concern About Issues Facing AreaNot at

All concernedVery

concerned


What Oregonians value most about living in the state

13

• Outdoor recreation opportunities –proximity and variety

• Natural beauty including open space, farmland, and forests

• Climate

• Water and air quality

• Sense of community/neighborliness

AWARENESS & KNOWLEDGE OF WATER ISSUES


Oregonians are concerned about water quality

15

8%

9%

15%

19%

22%

28%

Contamination of land and soil

The health of area forests

The air quality in your community

Climate change

The health of local rivers, streamsand lakes

The quality of your drinking water

Local environmental issue most concerned about

Oregon statewide


Oregonians like their water…

16

2%

1%

10%

55%

32%

Don't know

Poor

Fair

Good

Excellent

How would you rate the water quality in Oregon?

Oregon statewide


Water Values

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TOP TIER

Public health and safety – top priority

Purity – treat water as little as possible. Concern about long-term environmental and personal health consequences of water treatment

Reliability – having an adequate supply to meet the needs of today and the future

SECOND TIER

Wildlife habitat – provide for fish, animals, and natural areas

Economic growth – clean, reliable water necessary for business. Both the supply and the waterways

Recreation – waterways safe for swimming, fishing, and other recreational activities

LOWER TIER

Cost and value – affordable to all


…Even though many don’t know where it comes from

18

50%44%

39% 37%

21%

Oregon City Tigard LakeOswego

TVWD EWEB

Percent who don’t know the source of their community’s drinking water


Awareness Of Drinking Water Source

19

“I am not aware of any information about the water source. I am a super-focused, single mother and business owner.”

“It’s one of those things that I don’t think about. I mean, I go and turn the faucet on, it’s there. I go to my refrigerator, get water out of it. I never really think about it. That makes me feel good.”


Even if they don’t know where their water comes from, the public generally likes their water provider

20

Response Category

%

Water service* 28%Garbage service 25%Electricity 18%Cable 6%Telephone 4%Sewer service 4%Don’t know 15%

Which one utility service do you believe provides the best value for your money.

Oregon statewide

*Most customers do not distinguish the clean water service from storm/sewer service


Limited Understanding Of Stormwater

21

Directed to a river, stream, or waterway

44%

Directed to a waste

water/sewage treatment

plant24%

Don't know31%Portland metro

What happens to the water that enters your neighborhood or local public storm drains or drainage ditches?


Low Awareness Of Stormwater Service

22

Response CategoryVery

satisfiedSomewhat satisfied

Somewhat dissatisfied

Very dissatisfied

Don’t know/Not applicable

Your wastewater service 11 4 2 0 1

Your water service 11 3 3 0 1

Your stormwater service 3 3 2 0 10

How would you rate your satisfaction with the following services?

“How does it relate to water use? Why is that on the same bill as my water? You know, it seems like a different service even though they are both water. But I’m not using rain water.”


Perceptions Of The Causes Of Water Pollution

23

39%

44%

47%

48%

51%

52%

54%

59%

62%

68%

74%

75%

Elevated water temperatures

Homeowners using chemicals and fertizers

Chemicals used in personal products

Runoff from large containment lots for hogs,cattle, etc.

Factories and industry dumping waste

Untreated sewage dumped into waterways

Discharge from sewage treatment plants

Agricultural runoff

Strormwater runoff from roads and hard surfaces

Causes of water pollution (“a lot”/”fair amount”)

Local community Statewide


People feel informed about what they can do to maintain water quality…

24

Very/somewhat informed

74%

Not too/not at all informed

26%

Don't know1%

In general, how informed do you feel about what you can do to maintain the health and quality of local rivers and streams?

Portland metro


…but they are less confident about what they can do on their own property

25

Very/somewhat informed

38%

Not too/not at all informed

58%

Don't know4%

In general, how informed do you feel about what you can do on your property to help manage stormwater?

Portland metro


However, they generally support policies to reduce pollution

26

27%

26%

44%

47%

48%

60%

62%

68%

Prohibit washing cars on lawns and driveways

Change local development codes to encouragemultifamily housing

Add local taxes and fees for pesticides andfertilizers to fund water protection programs

Toughen regulations on logging

Restrict the use of pesticides and fertilizers onresidential property

Invest tax dollars in education campaigns

Provide tax incentives to home owners whoreplace grass lawns with native vegetation

Require new housing developments to have morenative vegetation

Support for policies to reduce pollution from stormwater runoff

Oregon statewide


Stakeholder opinions: biggest challenges to water resource management

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o Managing population and industry growth and the strains they will place on water resources

o Sustainable and equitable funding

o Maintaining and replacing aging infrastructure

o Managing complicated federal and state regulations

o Balancing competing demands from residential, business and agricultural users

o Planning for crises, including persistent drought and earthquakes

MESSAGING RECOMMENDATIONS


Communicating About Water

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• Connect to Oregonians’ values

• Specifically to preserving the natural beauty of our state, the outdoors, water, trees, and nature. Water evokes strong emotions in people; this is an opportunity to engage Oregonians on something they care about.

• Use a positive tone and focus on outcomes

• Keep a focus on maintaining our quality of life, and specifically to improve our rivers and streams for future generations.

• Communicate that there is a plan for the future. Failed policies or consequences of bad behaviors are weak reasons for behavior change.



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• Make links to drinking water. Protection of drinking water is one of the best motivations for changing behaviors.

• Mention and include specific rivers and streams to make a stronger “local” connection to a drinking water source.

• Relate how individuals’ behaviors impact their community to more effectively address how individuals can make a difference in their own “backyard.”



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• Protecting the health of children and pets is a powerful motivator.

• Link water behaviors to the safety of children and pets. This is highly effective in both focus groups and surveys, especially among women.

• Consider mothers as messengers to target the strongest base of supporters – females, Democrats, and people with higher education/income.

• Other research also shows that women are strong messengers, often the most effective messengers, around improving the health of families.



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• Suggest simple steps to behavior change.

• A large number of residents are uncertain or confused about what actions they can take. They are also unsure of where to find additional resources on alternatives. Provide simple changes and link those to outcomes. Be specific.

• Partner with community organizations, small businesses, retailers, and university experts as spokespeople.


Communication Don’ts

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DO NOT lead with saving money as the key motivation for behavior change. Instead, lead with other values and include saving money as an added benefit.

DO NOT get bogged down in too many details and instructions. Keep it simple and easy.

DO NOT start with government messengers. They evoke a high sense of skepticism due to increasing distrust in government generally.


Communication Don’ts

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DO NOT talk about water in general terms. It’s too broad and global, and leaves people with a sense that their behavior won’t make a difference. Link to local rivers and streams. Name them.

DO NOT persuade residents that alternative products are just as effective as chemical ones. Let them come to that conclusion. Instead, move people with other values like the safety of children and pets.

DO NOT use words like infrastructure, sustainable, herbicides, pesticides, etc. Use words that express benefits for the individual.


Credible Sources

35

11%

26%

18%

18%

28%

27%

54%

43%

43%

52%

52%

47%

50%

33%

Owner of a local business located along theriver

Environmental Protection Agency (EPA)

Local citizen activists

Neighborhood association along theWillamette River

Local environmental groups

Oregon Department of Environmental Quality(DEQ)

University scientist who is an expert inSuperfund cleanup

Information sources on cleaning the Willamette River

A lot of trust Some trustPortland metro


Helpfulness Of Communication Outlets

36

8%

9%

11%

17%

21%

29%

39%

51%

14%

12%

18%

41%

37%

46%

32%

35%

Broadcast of board meetings on localcable access

Text message

Social media (e.g. Facebook, Twitter,etc.)

Radio news stories

Community newspapers

Television news stories

Website

Newsletter with my bill

Very Helpful Fairly Helpful

John Horvick, VP & Director of Research

[email protected]

www.dhmresearch.com@DHMresearch

facebook.com/dhmresearch

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Public Opinion Research for Water Policy Makers · Public Opinion Research for Water Policy Makers Regional Water Providers Consortium Board Meeting October 1, 2014 ... waterways