Transcript Presentation Template

rosslyn
research
Raising Community Awareness of Climate
Change in West Sussex - Beyond ESPACE
Prepared for West Sussex County Council
February 2007
ESPACE OBJECTIVES FOR WEST SUSSEX COUNTY COUNCIL
 The key role in the ESPACE Programme for West
Sussex County Council was to establish and track the
level of awareness and knowledge on Climate Change
issues in different parts of the community and develop
ways of communicating relevant messages.
 Communications with the public in West Sussex
were to find ways of increasing awareness of Climate
Change issues and of engaging the community.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
2
ESPACE ACTIVITY BY WEST SUSSEX COUNTY COUNCIL
 A number of Community activities and initiatives
were conducted by West Sussex County Council
during 2005 - 2006 to meet the stated ESPACE objectives.
 These included public presentations, exhibitions,
school based initiatives and the 10% Challenge.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
3
ESPACE RESULTS FOR WEST SUSSEX COUNTY COUNCIL
 The results of the various activities within West Sussex
with residents, the business and the rural economy
communities (and for a control sample of residents in
Hampshire) were subject to detailed comparative analysis.
 The separate detailed presentation compared results of the
2004 and 2006 surveys of different segments of the community
in terms of awareness of Climate Change causes and effects.
 The specific effects of the 10% Challenge were also measured,
comparing participants and the general population.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
4
ESPACE RESULTS FOR WEST SUSSEX COUNTY COUNCIL
 The results for West Sussex were encouraging, showing
often dramatic increases in awareness and changing patterns
of behaviour.
 The direct effect of the programme of initiatives and activities
were demonstrated both by the shift of awareness on Climate
Change issues and the better results in West Sussex than
in the control area.
 Survey results also indicated that residents (and the business
and rural economies) desired to have continued and increased
help from West Sussex County Council.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
5
ESPACE RESULTS FOR WEST SUSSEX COUNTY COUNCIL
 Some of the key results for West Sussex are summarised
in the slides that follow.
 They demonstrate quite different results in raising
awareness in West Sussex than in the (Hampshire) control area.
 On receiving help from West Sussex County Council, results
show dramatic improvements between 2004 and 2006, yet
remain at a relatively low level. This indicates that further
assistance is desired by the community.
 The difference in results between participants in the 10%
Challenge and the general population on a number of
issues are significant.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
6
CAUSES OF CLIMATE CHANGE
 A comparison of 2004 and 2006 percentage changes for West Sussex
residents and Hampshire residents shows very different changes in
perception on some of the possible causes of climate change.
WSCC
8.6
9.1
2.2
4.5
-2.3
-4.4
-4.9
HCC
3.2
8.5
0.4
8.9
7.5
4.1
4.8
Deforestation in UK
Overpopulation
Hole in Ozone Layer
Pollution by Industry
Pollution caused by Motor Car
Greenhouse Effect
Lack of recycling of Household Waste
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
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CAUSES OF CLIMATE CHANGE -TRENDS FOR WSCC
 There is generally just a small increase in perceived causes of climate
change since 2004.
 For each factor there are fewer people (around 4-5%) of people who rate
the factor as having no or little impact [rating of 1, 2 or 3]. This is a drop
from 10% in 2004.
 Conversely, 45 - 55% regard these causes as major factors of climate
change, rating the factors at 8, 9 or 10. This is the same as in 2004.
 For virtually all factors, and as in 2004, we see some variation in the
pattern by sub-group. These variations are a little smaller than in 2004
but remain mostly statistically significant.
 The biggest change is for the rural economy, especially on the cutting
down of the rain forest.
 The 10% Challenge participants rate all factors consistently and
significantly higher than other groups.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
8
EFFECTS OF CLIMATE CHANGE
 A comparison of 2004 and 2006 percentage changes for West Sussex
residents and Hampshire residents shows again a very different pattern
on some of the perceived effects.
WSCC
16.1
10.6
6.8
3.6
3.4
4.3
-8.2
-1.5
HCC
13.4 Droughts
0.8
Changes in Planning Laws
3.6
Hotter Summers
-20.1 Wetter Summers
10.1 Floods
-7.8 Changes in Agriculture
0.0
Wetter Winters
-9.6 Warmer Winters
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
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EFFECTS OF CLIMATE CHANGE
 In 2006, and compared with 2004, people remain less sure of the effects
than of causes, indicated by slightly lower ratings.
 We again see a much reduced group of ‘doubters’, ie. individuals who
think that the effects are unlikely to take place.
 The ‘top-box’ of those rating the aspects as major effects tends to be a
little higher than in 2004, which accounts for the overall increase in
scores.
 As in 2004, sub-sector differences are less marked and not statistically
significant.
 For both perceived causes and effects, we note some increases in
awareness. This is mostly from fewer people being “sceptical” on the
importance of these issues.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
10
EFFECTS ON RESIDENTS AND BUSINESSES
 If residents and businesses remain unsure about global causes and
effects, there is no doubt in the trends on “how does climate change
affect us”. Some the trends are dramatic and reflect ‘real’ experience
since the 2004 survey. (Percentage Changes between 2004 and 2006)
31.2
20.3
19.1
9.9
9.5
8.3
7.2
6.8
6.4
HOSEPIPE BANS
WATER SHORTAGES
HIGHER FUEL PRICES AND ENERGY COSTS
HIGHER INSURANCE PREMIUMS
INCREASED COASTAL FLOODING
ADVANTAGES TO AGRICULTURE
WARMER AND WETTER SUMMERS
INCREASED RISK OF SEVERE STORMS
DETERIORATION IN HEALTH (WETTER/ WARMER
WINTERS)
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
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EFFECTS ON RESIDENTS AND BUSINESSES
 WATER SHORTAGES and HOSEPIPE BANS will affect people far more
now than in 2004.
 HIGHER FUEL COSTS and HIGHER INSURANCE PREMIUMS show a
large increase in 2006. This will ‘hit people in their pockets’.
 Other issues or effects show a less dramatic increase, although in
general there is a perception of a wider range of climate change induced
problems.
 The largest changes are generally in the perceptions of the rural
economy and business community.
 Participants in the 10% Challenge are also generally more aware of
possible effects of climate change.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
12
WHAT IS BEING DONE IN WEST SUSSEX
 The perception of what is being done in West Sussex shows some
dramatic changes and positive increases. More people feel that there are
initiatives to help households to reduce their effect on the environment
and more is being done to help them to adapt to climate change.
However, although the changes are positive, the overall ratings remain
relatively low. This indicates that much more can be done in future and
that residents are ‘open’ to the assistance. (Percentage Changes
between 2004 and 2006)
51.8 HELPING PEOPLE/BUSINESSES TO REDUCE THEIR EFFECTS
ON THE ENVIRONMENT
31.9 HELP PEOPLE TO PLAN FOR AND ADAPT TO CLIMATE
CHANGE
16.4
ALTERNATIVES TO USING THE CAR
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
13
THE 10% CHALLENGE
 In the 2006 survey initiatives from the 10% Challenge were listed to ask
residents, the rural economy and the business community what action
they were personally taking to mitigate the effects of climate change.
 The question established perception on what is already being done by the
individuals/ households and possible future action.
 The differences between participants and the general population are
marked.
 Responses were generally positive. This analysis shows several areas
where further action is indicated.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
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REDUCING THE IMPACT ON THE ENVIRONMENT
“I am already doing all I can.”
Residents 10% Challenge
54%
67%
73%
87%
Tap
62%
77%
61%
91%
61%
81%
34%
51%
35%
53%
66%
88%
43%
74%
61%
85%
Replacing Light Bulbs in my House
Reduce Water Usage by not running
Shower rather than Bath
Reuse Shopping Bags
Switch off Appliances at the Mains
Reduce Car Mileage
Water Saving Device on Toilet
Insulate Loft and Water Tank
Compost all Garden Waste
Water Garden with Can not Sprinkler
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
15
EMERGING THEMES
 The 2005 written report on the ESPACE Project listed a number of
Emerging Themes and Enablers based on the work in West Sussex and
on other research conducted by Rosslyn Research.
 Some of this information was used to ‘shape’ the communications and
initiatives run with in the West Sussex area in 2005 and 2006.
 These Themes have essentially not changed, but one additional one
“sense of community” has been added. The Themes have been reenforced by the more recent work in West Sussex.
 Each of the Themes and Enablers has been examined again in relation to
the programme already run in West Sussex, with recommendations on
future action and initiatives. They can serve as a checklist for past and
future action and initiative.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
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EMERGING THEMES

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1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Sense of Community
Widespread Climate Change awareness
Information does not stimulate change
Meet people on their own terms
Action as a starting point for raising awareness
Awareness raising has internal and external dimensions
Meaningful action must be reinforced
Awareness raising and action requires planning
Change is part of a learning process
Feedback is vital
Groups and networks are vital
Awareness raising takes time
Change can involve difficult emotions
Involve the media
Develop a leadership role
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
17
EMERGING THEMES
 1.
Sense of Community
 This is a new and additional Theme developed from the results of the
2006 survey in West Sussex. It has been identified as an important
‘latent’ effect of awareness building and the initiatives run in the county.
 Future initiatives run by WSCC should build on this effect, as it will
‘enhance’ the effectiveness of the initiative and the engagement of
participants.
 None of the Themes are ‘stand alone’ but need to be linked to creatively
combine to action that is meaningful fo the individual and the community.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
18
EMERGING THEMES
 2.
Widespread Climate Change awareness
 Awareness of Climate Change causes and effects is widespread, but
remains often at a low or the wrong level.
 The initiatives run by WSCC have been effective in increasing awareness
of Climate Change issues on three levels: perceived causes, perceived
effects and the more personal effects in the individual and household.
The trend survey has shown that the group of ‘doubters’ has large
disappeared.
 There is the urgent need to continue to link any initiatives and action to
specific Climate Change effects and causes, even in the smallest way.
 This will link a highly remote or distant subject to ‘real’ issues, ie. issues
that an individual can be seen to influence.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
19
EMERGING THEMES
 3.
Information is helpful, but does not stimulate change
 Information, by itself, does not stimulate behavioural change unless this is
highly focused. Information is too often in a area seen to be ‘beyond the
control of the individual’ and beyond people’s experience.
 To stimulate change, individuals need to perceive a link of, even limited,
action to the ‘bigger picture’.
 Future communications on actions and initiatives must be mindful of the
link of appropriate information to individual and community action.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
20
EMERGING THEMES
 4.
Meet people on their own terms
 A number of initiatives have shown that it is difficult to create a meaningful
link between the wider climate change issues and action, unless the
action relates strongly to the individual.
 People need to be met ‘on their own ground’ and neither action or the
perceived effect should be outside their sphere of understanding.
 This also links strongly to the ‘sense of community’ described as the first
Emerging Theme.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
21
EMERGING THEMES
 5.
Action as a starting point for raising awareness
 This is a vitally important facet in the overall picture. Action, rather than
information, should be seen as the starting point for raising awareness.
 All evidence, including that from the trend survey in West Sussex, points
to the much greater likelihood of people moving from action to awareness
than the other way around.
 Action can only lead to meaningful awareness and this to further
meaningful action, if all action is related to a larger picture.
 Most people are already doing something, however small. This and all
future action must be ‘harnessed’ to making it more relevant to the bigger
Climate Change issue and by backing it up with more relevant
information.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
22
EMERGING THEMES
 6.
Awareness raising has internal and external dimensions
 The link between the agenda for the individual/ household, ie. the internal
dimension, and the community/ county/ country/ global (external
dimension) is vital in achieving the aims of greater meaningful action (and
awareness).
 Residents remain rather confused about the links.
 The future initiatives should consider the required individual, cultural,
technological and community changes. These should be linked,
whenever possible, to measurable effects than can provide goals and
targets.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
23
EMERGING THEMES
 7.
Meaningful action must be reinforced
 Research shows that people will not sustain action if there are external
barriers that prevent them from taking meaningful action. These barriers,
cultural, physical or technological, can also have an effect on the
perceived ‘usefulness’ of actions.
 Planning laws, the transport infrastructure, school transport and County
funding may be such barriers.
 Future initiatives need to take full account of these barriers and find ways
of overcoming them. Leadership from the county level may be required.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
24
EMERGING THEMES
 8.
Awareness raising and action requires planning
 Any initiative and meaningful action requires ‘top-down’ planning. This
includes community based initiative.
 Future initiatives should be presented as part of an overall strategic plan
on Climate Change, which in turn relates to the ‘biggest picture’.
 Part of the County level input to community action could be project and
process management.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
25
EMERGING THEMES
 9.
Change is part of a learning process
 Learning must be part of the ‘process’ agenda for every initiative for
action and awareness raising.
 Linked to learning is the setting of targets and measurable output.
 Learning will improve future initiatives. Measurement of the learning
process my best be performed by outside consultants.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
26
EMERGING THEMES
 10. Feedback is vital
 Feedback is needed for learning (see 9. above). Feedback can be seen
as ‘proof’ of effectiveness.
 Feedback must be meaningful at the individual, group, organisation or
community level.
 Future action and initiatives must be planned with a feedback ‘loop' to
both enhance the specific initiative and aid in the overall learning process.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
27
EMERGING THEMES
 11. Groups and networks are vital
 This relates to social or community groups that already exist (eg. schools)
or those that may be established for a specific action or initiative (eg. 10%
Challenge). The link of the group stakeholders to relevant departments
within WSCC is also important.
 This, in turn, links to the leadership role of the Council, the setting of a
countywide strategy and umbrella organisation, or even a WSCC
endorsed “brand’ and brand positioning for Climate Change initiatives.
 Future activities should foster the interchange of ideas between groups in
a wider network.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
28
EMERGING THEMES
 12. Awareness raising takes time
 Not only does awareness raising takes time, it will be strongly affected by
outside influences.
 Time is vital in three ways: in maintaining the momentum of an initiative;
in ensuring that there is a sense of ‘pace in the initiative; in ensuring that
an initiative does not ‘run out of steam’.
 Time must be built-in as one of the dimensions of all future initiatives, as
must be the positive re-enforcement of the positive message.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
29
EMERGING THEMES
 13. Change can involve difficult emotions
 This is a difficult psychological aspect of any Climate Change initiatives.
 On the one hand, many people find the overall issue disturbing or
challenging. For these, the initiatives must not be ‘confrontational’ to
their lifestyles. Being forced to deal with the difficult emotions can be
totally counterproductive and may lead to regressive behavior.
 On the other hand, any involvement in Climate Change initiatives can be
emotionally ‘healing’ and will allow individuals to deal with difficult
emotions.
 Genuine involvement, a sense of community and of working together for
the greater good can provide additional positive dimensions to initiatives.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
30
EMERGING THEMES
 14. Involve the media
 The media can play an important role in countywide communications and
can be a useful resource in any initiative.
 In future initiatives, the media could be involved as ‘champions’ and in
communicating the WSCC strategy on Climate Change to the general
public.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
31
EMERGING THEMES
 15. Develop a leadership role
 This has proved in many instances to be a key barrier. There has been a
reluctance by organisations to take a leadership role or act as champions
for initiatives.
 In many cases, the specific organisation did not have the structure or
funding to develop a leadership role.
 Leadership requires a strategic plan, sound planning of individual
initiatives and involvement in action.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
32
FUTURE INITIATIVES
 It appears that residents in West Sussex already feel that they do a great
deal to reduce their impact on the environment. These efforts can be
further enhanced through focused initiatives and in building further on
existing initiatives.
 Few residents believe now that nothing need to be done. A key change
over the 2004 results is the much greater willingness of residents to ‘do
something’ to reduce the impact of their household on the environment.
 Participants in the 10% Challenge are clearly more ‘engaged’ in the
issues than the general population.
 There remain several areas of improvement where residents need to
receive further guidance and help.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
33
FUTURE INITIATIVES
 The suggested initiative are based on involvement of the residents by a
variety of means and relevant activities that will increase commitment and
awareness.
 From the results of the trend survey conducted on 2006 and from other
research, we suggest a relatively limited programme of countywide
initiatives as a follow-on to the ESPACE programme.
 1.
 2.
 3.
Wider participation in the 10% Challenge
Enhanced 10% Challenge
School based Initiative
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
34
FUTURE INITIATIVES
 1.
Wider participation in the 10% Challenge
 The 10% Challenge has currently a relatively limited number of
participants. The initiative also shows a number of areas where response
has been relatively ‘poor’, or at least poorer than hoped for.
 We are suggesting a two-way thrust: To dramatically increase the
number of participants in the Challenge and to focus on the least
developed issues, especially reductions in the use of the motor car.
 The widening in participation could be achieved through existing or newly
formed community groups
 The ‘use of motor car’ issue may also involve WSCC action in providing
a better infrastructure on school and local transport.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
35
FUTURE INITIATIVES
 2.
Enhanced 10% Challenge
 Within the wider 10% Challenge, an enhanced commitment can be
fostered among those most engaged. This could simple be a “20%
Challenge” or a more focused initiative.
 The initiative an be based on new and higher ‘hurdles’.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
36
FUTURE INITIATIVES
 3.
School based Initiative
 It is proposed to develop a community based initiative with schools at the
centre for each community.
 Initially, and as a test, 2 schools in geographically diverse areas (1 rural/ 1
urban in different parts of the County) could be selected. One could be a
primary school and one a secondary school.
 A ‘ripple’ effect can be achieved by the main focus on (a) the school, (b)
households of school pupils and staff, and (c) the wider local community.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
37
FUTURE INITIATIVES
 The initiative can initially be limited to:
 Energy use
 Water use
 Transportation
 Step 1: Develop an outline plan for the School Initiative
 Step 2: Select the two schools and get commitment from the head
teacher and staff.
 Step 3: Get commitment from the parents of pupils.
 Step 4: Conduct an energy, water and transport use audit for the school.
 Step 5: Develop ways of reducing energy in the school, increased use of
grey water, shared or new school transport.
 Step 6: Develop measurement criteria, targets and goals. Link to possible
awards for individuals/ households etc.
 Step 7: Develop ways of involving pupil households in the initiative.
 Step 8: Monitor the set criteria and provide feedback.
Measuring and Tracking Climate Change Awareness in West Sussex
– BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007
38