Growth: What our region thinks and how we need to talk about it
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Transcript of Growth: What our region thinks and how we need to talk about it
GROWTHWhat our region thinks & how we need to talk
about it
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
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
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
VALUES-BASED RESEARCH STUDY
1.
How we did it
What we learned
How apply it
Why we did it
2.
3.
4.
To learn what our region thinks about growth and how we need to talk about it.
WHY WE DID IT
• Sought partners in the research – PSRC, King County Council, Amazon
• Heart + Mind Strategies • Pioneered the use of values-based
research
HOW WE DID IT
THE RESEARCH
Who? Cascade Region ResidentsSample 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, KitsapPierce or Snohomish countiesAt least 18 years of age
Snohomish
King
Pierce
Kitsap
*This survey was designed to be representative on key demographics and geographical dimensions.
What we learned
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
QUALITY OF LIFE
6.17.2
LIFE IS IMPROVINGPOSITIVE QUALITY OF LIFE
44%
50%Regional AverageU.S. Average
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
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%).
THE RIGHT DIRECTION
Positive
Quality of Life in the Region: Positives outweigh the negative aspects 3 to 1
Negative
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
GROWTH IS COMING
80%: The best thing to do is plan & prepare
HOW WE FEEL ABOUT GROWTH
Strictly managedor limited
Strongly encourage
d & fostered
29% 54%17%
Over half of residents agree:growth should be encouraged & fostered
Four personal priorities, two positive and two negative, dominate the thinking of Pacific Northwest residents.
KEY FINDING #3
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
High support for regional vision focusing on natural land preservation, range of affordable housing options, with livable, affordable neighborhoods.
KEY FINDING #4
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
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%
Words matter.
KEY FINDING #5
‘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.
HOW WE REFER TO OURSELVES
Pacific Northwest
Puget Sound
Western Washington
Greater Seattle
Washington State
53%
13%
6%
8%
6%
18%
23%
17%
12%
9%
72%
36%
23%
20%
15%
PREFERRED REGION NAME
Second Choice Total
PACIFIC NORTHWEST
COMPELLING WORDS & PHRASES
SolutionsSpecial for Generations to ComeIdeasActionsThoughtfullyUrgentEnvironmentally Friendly GrowthReconnectMutually SupportiveInterdependentConserve Farm & Forest LandsPeople & Land
Help Communities ThriveCherishes its Working& Wild LandscapesCherishes Diverse CommunitiesProsperitySocial Well-beingEnvironmental QualityThoughtfulCompromiseVibrantCommute for HoursConserveSustainable
People & Green SpacesLivable SustainableAffordabilityConservationEqualityLandFairnessHealthy Environment
• “Together we make the difference.”
• “When everyone does a little more, we can do a lot.”
WHAT GENERATES PUBLIC SUPPORT AND INTEREST?
NOW FOR THE TOUCHY FEELY
How we apply it
Strategic Hinge
Attributes/Rational Reasons
Functional Benefits
Emotional Consequences
PersonalValues
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.
Cascade Region Pathways 2015Attributes That Influence Quality of Life
Education system
Weather
TaxesCost of living
Jobs Employment
Varietyto do
Education system
Infrastructure
Traffic Crime
The people/Small town
feel
Family friendly/Strong values
Infrastructure
TrafficIncome Equality
ATTR
IBUT
ESBE
NEFI
TSEM
OTIO
NSVA
LUES
ScenicBeauty
Convenience/Easy Living
Benefits LevelFunctional benefit(s) associated with each factor
Attribute LevelFactor that impacts quality of life
Emotional LevelEmotional benefit(s) associated with each functional benefit
Value LevelPersonal value(s) supported by the emotional benefit
Cascade Region Pathways 2015Functional Benefits
ATTR
IBUT
ESBE
NEFI
TSEM
OTIO
NSVA
LUES
Emotional LevelEmotional benefit(s) associated with each functional benefit
Value LevelPersonal value(s) supported by the emotional benefit
Benefits LevelFunctional 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
Varietyto 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
ScenicBeauty
Convenience/Easy Living
Cascade Region Pathways 2015Emotional Benefits
ATTR
IBUT
ESBE
NEFI
TSEM
OTIO
NSVA
LUES
Value LevelPersonal value(s) supported by the emotional benefit
Emotional LevelEmotional 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
Varietyto 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
ScenicBeauty
Convenience/Easy Living
Cascade Region Pathways 2015Complete Map
Education system
Accomplishment
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
Varietyto 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
EnjoymentBelonging
Family love
Infrastructure
Traffic
Saves time
Income Equality
ATTR
IBUT
ESBE
NEFI
TSEM
OTIO
NSVA
LUES
ScenicBeauty
Convenience/Easy Living
Cascade Region Values: Traffic (23%)
Education system
Accomplishment
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
Varietyto 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
EnjoymentBelonging
Family love
Infrastructure
Traffic
Saves time
Income Equality
ATTR
IBUT
ESBE
NEFI
TSEM
OTIO
NSVA
LUES
ScenicBeauty
Convenience/Easy Living
Traffic Congestion
21% 2%23%Traffic congestion & public transportation
Traffic CongestionNearly 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 getwhere I need to go
Stress
No sense ofwell-being
Residents
Cascade Region
Traffic Congestio
nWe 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.
Cascade Region Values: Scenic Beauty (17%)
Education system
Accomplishment
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
Varietyto 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
EnjoymentBelonging
Family love
Infrastructure
Traffic
Saves time
Income Equality
ATTR
IBUT
ESBE
NEFI
TSEM
OTIO
NSVA
LUES
ScenicBeauty
Convenience/Easy Living
Scenic Beauty
12%
3%
2%
12%
3%
2%
Scenic BeautyOutdoor Rec
Health of Environment
Scenic BeautyJust 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/recreat
ional opportunities
Less stress
Well being/ peace of mind
Residents
Cascade Region
Scenic BeautyWe 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.
PUT IT ALL TOGETHER
DNA/PERSONA hopeful, responsible, resourceful, diversity, work together
PERSONAL PRIORITIES
OUR VALUES
WORDS THAT CONNECT
1.
2.
3.
4.
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
• 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
Christopher Slide 1
Christopher Slide 2
Christopher Slide 3
THANK YOU
www.forterra.org