1 marylanders and the environment: 2011 statewide survey on stewardship and engagement chesapeake...

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Marylanders and the Environment:2011

Statewide Survey on Stewardship and Engagement

Chesapeake Bay TrustConducted by

OpinionWorksFinding Insights That Bring Results

Annapolis, Marylandwww.OpinionWorks.com

Chesapeake Bay TrustMarylanders and the Environment: 2011

OpinionWorks

OpinionWorks Credentials

• Opinion research, since 2001

• Strong environmental mission

• Deep roots in Maryland

• Selected Clients:The Baltimore Sun

Baltimore Water Alliance

Trash Free Potomac Watershed Initiative

Lutheran World Relief

United States Institute of Peace

Pennsylvania Fish & Boat Commission

Virginia Department of Conservation & Recreation

Salt Lake County Watershed Planning Office

Metropolitan Washington Council of Governments

Transit authorities in Washington, New York

Advocates for Children & Youth


OpinionWorks

Survey Objectives

1. Create an accurate picture of the Maryland public on issues important to the Trust.

2. Test:– Environmental awareness and stewardship

– Civic engagement

– Acceptability of public policy approaches

– Bay plate and marketing issues

3. Update prior study conducted two years earlier.

4. Foster conversation/attention for the Trust’s work.


OpinionWorks

How This Survey Was Conducted

• 1,005 telephone interviews.

• ± 3.1% maximum sampling error.

• Adults 18+ randomly sampled across the state.

• Final results weighted to reflect Census numbers.

• Interviews conducted Dec. 20–28, 2010.

• Deep, 18-minute interview on average.

• The Trust not mentioned as the survey’s sponsor; environmental mission not mentioned.

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Public Awareness, Attitudes, and Engagement


OpinionWorks

Contact with the Outdoors and the WaterFrequently Occasionally Total

Picnic or walk in a public park or neighborhood 42% 37% 79%

Eat fish or seafood out of the Bay or local rivers 29% 34% 63%

Garden at home or in a community garden 33% 24% 57%

Bird watch 17% 20% 37%

Fish or crab* 14% 20% 34%

Hike or camp in an undeveloped area 11% 18% 29%

Swim in any natural waters besides the ocean* 8% 19% 27%

Canoe, kayak, sail, or power boat* 10% 15% 25%

Hunt 5% 4% 9%

*Frequent water contact 21%

*Frequent or occasional water contact 52%

“Please tell me how often you do any of these things using the scalefrequently, occasionally, rarely, or never.”

+ 6% from ‘08


OpinionWorks

63%

44%

72%

91%

76%

0% 25% 50% 75% 100%

Knows what a"carbon footprint" is

Can name theirwatershed

Knows what awatershed is

Can picture a stormdrain

Can picture theclosest stream/water

Environmental LiteracyWhat the Public Says They Know

2008:Do you live in a

watershed?18% yes


OpinionWorks

5 (Strong) 18%

424%

3 (Average)45%

26%

1 (Not at all)5%

42%above avergae

11%below average

“On a scale of 1 to 5 where 5 is a strong environmentalist, 3 is average, and 1 is not an environmentalist at all, where would you put yourself?”

An Environmental Self-Assessment


OpinionWorks

The Perceived Trend in Water Health

Getting Better24%

Staying the Same40%

Getting Worse28%

Not sure7%

“Do you think the health of the Chesapeake Bay is generally (randomize): [getting better, getting worse, (or) staying about the same]?”

“What about local streams, creeks, or rivers in your area? Do you think their health is generally (randomize): [getting better, getting worse, (or) staying about the same]?”

Bay Trend Nearly on Par

Getting Better13%

Staying the Same53%

Getting Worse26%

NS8%

Local Streams, Creeks, or Rivers

The Bay

Dramatic change in perception.In 2008: 14% Better, 49% Worse

(Assessment of Bay and local streams and rivers combined in a single question.)


OpinionWorks

Water Pollution: The Top Environmental ConcernVery Serious

Somewhat Serious

Total

Water pollution in rivers, streams, Chesapeake Bay 64% 27% 91%

Loss of natural habitat, such as wetlands and forests 52% 30% 82%

Air pollution 38% 39% 77%

Sprawl or poorly planned growth and development 30% 43% 73%

Contaminants in your drinking water or food 45% 24% 69%

Global warming or climate change 37% 28% 65% Landfills, incinerators, hazardous waste sites in or near your neighborhood 28% 23% 51%

Lead paint or other toxins in your home 29% 11% 40%

“Do you consider each of the following to be a very serious problem, somewhat serious problem, not much of a problem, or not a problem at all?”

85% believe that “pollution in our local waters…can be fixed.”


OpinionWorks

Less interested 10%

Just as interested

40%

More interested

49%

“Compared to a few years ago, would you say you are (rotate): [more interested, less interested, (or) just as interested] today in hearing about the health of the Chesapeake Bay?”

No Sign of Chesapeake Bay FatigueInterest in Bay Health Remains Extremely High

65% of Marylanders think “often” or

“sometimes” about the health of local

waters.2008:55% more interested

71% think often or sometimesThis small downtick

is something to watch.


OpinionWorks

10%

13%

20%

23%

29%

39%

42%

63%

27%

33%

27%

55%

51%

48%

47%

26%

0% 25% 50% 75% 100%

Joining w ith others against projects

Participating in community clean-ups

Reducing use of fertilzers/pesticides

Purchasing green products

Eating locally grown food

Picking up litter

Reducing the amount of energy you use

Recycling

I do it and encourage others to do it too I do it when I can

Environmental Stewardship by Marylanders

“I am going to ask about your experience with several other activities. There are no right or wrong answers, so just tell me what is true for you… using this scale: I don’t think much about it, I think

about it but don’t do it, I do it when I can, I do it and encourage others to do it too.”

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Public Policy


OpinionWorks

A Heavily Engaged Population

FrequentlyFrequently + Occasionally

Given money to a cause you believe in 38% 78%

Attended religious worship 50% 72%

Volunteered for a charitable organization in your community 28% 63%

Worked with others to solve a problem in your community 22% 58%

Attended a neighborhood association meeting 16% 41%

Contacted a public official on an issue important to you 10% 38%

“Over the past year or so, have you done any of these things? And if so, was it frequently, occasionally, or only rarely?”


OpinionWorks

At the top16%

Above average

38%Middle of the pack

31%

Below average11%

At the bottom2%

54%high concern

13%low concern

“If you were to consider all the issues and challenges facing Maryland today, where would protection of the natural environment rank on that priority list for you: at the top, above average,

in the middle of the pack, below average, or at the bottom?”

Environmental Protection Ranks High for Marylanders

High concern has risen 5 points (from 49%)

since Nov. 2008 study.


OpinionWorks

7%

10%

22%

61%

0% 20% 40% 60% 80%

Not sure

Incentives/ VoluntaryActions

Both (Volunteered)

GovernmentRegulation

The Public Sees Regulation as Necessary

(Rotate): “[Is it (water pollution) the kind of problem that can be fixed with incentives and voluntary actions, (or) is the water pollution problem so big that it will require some government regulation]?”

2008 nearly identical:64% Regulation

9% Both21% Incentives/Voluntary


OpinionWorks

Support for the Concept of a Pollution Diet

Support73%

Oppose16%

NS11%

“Because water cleanup goals have been missed in the past and local water quality problems differ from place to place, the pollution diet is a new effort that will require local

governments in Maryland and other Bay states to reduce pollutants coming from homes, businesses, and farms within their jurisdictions. Do you support or oppose this effort?”

Three-quarters support the concept.*

*But only 13% had heard of the “pollution diet” in December.

80% would support “strengthened regulations on the formulation and application of lawn and garden fertilizers.”


OpinionWorks

Strong oppose27%

Some oppose 13%Depends

6%

Some support30%

Strong support

19%

NS/Refused 4%

“If leaders in the State said more money would be needed to solve the problem of polluted runoff into our local waters, and they proposed a monthly fee that was reasonable, would you be likely to support or

oppose that?” (If support/oppose): “Is that strongly or just somewhat {support/oppose}?”

Public Support for a Statewide Stormwater Fee

40%oppose

49%support


OpinionWorks

Stormwater Fee: Key Reservations of the Public

• 69% of households worry about money; 28% every day.

• Only 15% have “a great deal” of confidence in elected leaders.

• Perceptions of inequity (2010 Baltimore City focus groups):

– Flat fee strongly seen as unfair to lower-income and apartment-dwellers.

– Stormwater is seen as a regional concern and should be solved regionally.

– Commuters/Businesses not seen as paying their fair share.


OpinionWorks

Strong oppose16%

Some oppose 8%

Depends 3% Some support

32%

Strong support

39%

NS/Refused 3%

Informed Support for a Statewide Stormwater Fee

24%oppose 71%

support

“If you knew that counties all across the state were enacting this new fee at the same time, that the money you pay would be put to work right in your own community, and that it would create jobs in engineering

and construction, would you be likely to support or oppose it?”


OpinionWorks

NS 3%

Oppose45%

Favor52%

“Would you favor or oppose charging a 5-cent fee on disposable plastic and paper grocery and carry-out bags in Maryland to reduce litter and encourage people to use reusable bags?”

Public Support for a Statewide Bag Fee

But 62% say they would favor an outright

plastic bag ban.


OpinionWorks

NS2%

Strongly oppose 24%

Somewhat oppose 10%

Somewhat favor21%

Strongly favor43%

Informed Support for a Statewide Bag Fee

34%opposed

64%in favor

“If you knew that the 5-cent fee would amount to millions of dollars statewide and the amount raised locally would go back to your community for projects to clean up the local waters, would you favor or oppose a

5-cent bag fee? (If favor/oppose): Is that strongly or just somewhat {favor/oppose}?”


OpinionWorks

21%

4%

75%

0% 25% 50% 75% 100%

Never usethem/Not sure

Not reduced

Reduced myusage

Impact of 5-cent Bag Fee in D.C.

District of Columbia SurveyJuly 2010

“Have you reduced your usage of plastic bags since the 5-cent bag fee was introduced in January (2010)?”

In our D.C. business survey, more owners and managers said the

bag fee had a positive than a negative impact:

It benefits their bottom line.

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Marketing and the Bay Plate


OpinionWorks

31%

27%

0% 10% 20% 30% 40% 50%

Dec. 2010

Nov. 2008

Profile of the Trust

“There is another organization in Maryland called the Chesapeake Bay Trust. Have you ever heard of them?”


OpinionWorks

Profile of the Trust

• 42% “likely” to give to “a non-profit organization that makes grants to restore and protect the Bay and local rivers...”

• 11% “very likely.”

• 52% likely and 19% “very likely” to give through tax check-off if reminded at tax time.


OpinionWorks

NS10%

Ag Plate 8%

Old Standard 22%

1812 Plate23%

Bay Plate38%

“Regardless of which one you have, which of the four plates looks the best and you would most want to put on your own vehicle if you had the choice?”

Which Plate Looks the Best?

15% of households

now say they have a Bay Plate.

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Marylanders and the Environment:2011

Statewide Survey on Stewardship and Engagement

Chesapeake Bay TrustConducted by

OpinionWorksFinding Insights That Bring Results

Annapolis, Marylandwww.OpinionWorks.com

1 marylanders and the environment: 2011 statewide survey on stewardship and engagement chesapeake...

Documents

engagement slide

opinionworks contact

opinionworks survey

maryland public

children youth slide

public awareness

environmental awareness

frequent water