raising community awareness of climate change in west sussex - beyond espace prepared for west...

rosslynrosslynresearch research

Raising Community Awareness of Climate Change in West Sussex - Beyond ESPACE Prepared for West Sussex County CouncilFebruary 2007

2

Measuring and Tracking Climate Change Awareness in West Sussex – BEYOND ESPACE prepared for West Sussex County Council by Rosslyn Research, February 2007

ESPACE OBJECTIVES FOR WEST SUSSEX COUNTY COUNCIL

The key role in the ESPACE Programme for WestSussex 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 Sussexwere to find ways of increasing awareness of Climate Change issues and of engaging the community.

3


ESPACE ACTIVITY BY WEST SUSSEX COUNTY COUNCIL

A number of Community activities and initiativeswere 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.

4


ESPACE RESULTS FOR WEST SUSSEX COUNTY COUNCIL

The results of the various activities within West Sussex with residents, the business and the rural economycommunities (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.

5



The results for West Sussex were encouraging, showingoften dramatic increases in awareness and changing patternsof behaviour.

The direct effect of the programme of initiatives and activitieswere demonstrated both by the shift of awareness on ClimateChange issues and the better results in West Sussex thanin 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.

6



Some of the key results for West Sussex are summarisedin the slides that follow.

They demonstrate quite different results in raisingawareness in West Sussex than in the (Hampshire) control area.

On receiving help from West Sussex County Council, resultsshow dramatic improvements between 2004 and 2006, yetremain at a relatively low level. This indicates that furtherassistance is desired by the community.

The difference in results between participants in the 10%Challenge and the general population on a number ofissues are significant.

7


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 HCC8.6 3.2 Deforestation in UK9.1 8.5 Overpopulation2.2 0.4 Hole in Ozone Layer4.5 8.9 Pollution by Industry-2.3 7.5 Pollution caused by Motor Car -4.4 4.1 Greenhouse Effect-4.9 4.8 Lack of recycling of Household Waste

8


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.

9


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 HCC16.1 13.4 Droughts10.6 0.8 Changes in Planning Laws6.8 3.6 Hotter Summers3.6 -20.1 Wetter Summers 3.4 10.1 Floods 4.3 -7.8 Changes in Agriculture-8.2 0.0 Wetter Winters-1.5 -9.6 Warmer Winters

10


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.

11


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 HOSEPIPE BANS 20.3 WATER SHORTAGES19.1 HIGHER FUEL PRICES AND ENERGY COSTS 9.9 HIGHER INSURANCE PREMIUMS 9.5 INCREASED COASTAL FLOODING 8.3 ADVANTAGES TO AGRICULTURE 7.2 WARMER AND WETTER SUMMERS 6.8 INCREASED RISK OF SEVERE STORMS 6.4 DETERIORATION IN HEALTH (WETTER/ WARMER

WINTERS)

12


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.

13


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

14


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.

15


REDUCING THE IMPACT ON THE ENVIRONMENT

“I am already doing all I can.”

Residents 10% Challenge54% 67% Replacing Light Bulbs in my House 73% 87% Reduce Water Usage by not running Tap62% 77% Shower rather than Bath61% 91% Reuse Shopping Bags61% 81% Switch off Appliances at the Mains34% 51% Reduce Car Mileage35% 53% Water Saving Device on Toilet66% 88% Insulate Loft and Water Tank43% 74% Compost all Garden Waste61% 85% Water Garden with Can not Sprinkler

16


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 re-enforced 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.

17


EMERGING THEMES

1. Sense of Community 2. Widespread Climate Change awareness 3. Information does not stimulate change 4. Meet people on their own terms 5. Action as a starting point for raising awareness 6. Awareness raising has internal and external dimensions 7. Meaningful action must be reinforced 8. Awareness raising and action requires planning 9. Change is part of a learning process 10. Feedback is vital 11. Groups and networks are vital 12. Awareness raising takes time 13. Change can involve difficult emotions 14. Involve the media 15. Develop a leadership role

18


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.

19


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.

20


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.

21


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.

22


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.

23


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.

24


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.

25


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.

26


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.

27


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.

28


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.

29


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.

30


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.

31


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.

32


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.

33


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.

34


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. Wider participation in the 10% Challenge 2. Enhanced 10% Challenge 3. School based Initiative

35


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.

36


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’.

37


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.

38


FUTURE INITIATIVES

The initiative can initially be limited to:Energy useWater useTransportation

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.

raising community awareness of climate change in west sussex - beyond espace prepared for west...

Documents