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SID 5 Research Project Final Report

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NoteIn line with the Freedom of Information Act 2000, Defra aims to place the results of its completed research projects in the public domain wherever possible. The SID 5 (Research Project Final Report) is designed to capture the information on the results and outputs of Defra-funded research in a format that is easily publishable through the Defra website. A SID 5 must be completed for all projects.

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Project identification

1. Defra Project code NR0115 (J278742)

2. Project title

Public understanding of the concepts and language around ecosystem services and the natural environment

3. Contractororganisation(s)

Define Research & Insight LtdColton HousePrinces AvenueLondon N3 2DB

54. Total Defra project costs £ 37,300(agreed fixed price)

5. Project: start date................ 01 January 2007

end date................. 01 April 2007

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6. It is Defra’s intention to publish this form. Please confirm your agreement to do so...................................................................................YES NO (a) When preparing SID 5s contractors should bear in mind that Defra intends that they be made public. They

should be written in a clear and concise manner and represent a full account of the research project which someone not closely associated with the project can follow.Defra recognises that in a small minority of cases there may be information, such as intellectual property or commercially confidential data, used in or generated by the research project, which should not be disclosed. In these cases, such information should be detailed in a separate annex (not to be published) so that the SID 5 can be placed in the public domain. Where it is impossible to complete the Final Report without including references to any sensitive or confidential data, the information should be included and section (b) completed. NB: only in exceptional circumstances will Defra expect contractors to give a "No" answer.In all cases, reasons for withholding information must be fully in line with exemptions under the Environmental Information Regulations or the Freedom of Information Act 2000.

(b) If you have answered NO, please explain why the Final report should not be released into public domain

Executive Summary7. The executive summary must not exceed 2 sides in total of A4 and should be understandable to the

intelligent non-scientist. It should cover the main objectives, methods and findings of the research, together with any other significant events and options for new work.

Executive Summary(Public understanding of the concepts and language around ecosystem services and the natural environment)

Background This summary focuses on findings of qualitative research to establish the extent

to which citizens understand the concept of ecosystem services and to define the language, technology and information required to best convey these concepts.

The sample for this research comprised 12 group discussions representing individuals from a broad spectrum of classical demographics (ages 16-65+, full spectrum of socio-economic groupings, spread of area and location type) as well as a range of attitude towards green issues and behaviour (derived from seven consumer typology segments in a recent Defra segmentation study).

Key Findings

1. Respondents understood the concept of ‘ecosystem services’ but lacked a developed language in relation to the issue

Many of the existing ‘industry’ terms were off-putting and caused confusion (e.g. ecosystems. Biodiversity, green infrastructure), which often created a negative perception of the complexity of the concept. Other more familiar terms still carried inappropriate associations (e.g. services).

However, the idea of living in a system where components interrelate makes sense; and the concept was best understood when described in a very simple way (example given in this report).

Over time more sophisticated language may develop but in the short term some .2. Respondents did not find the concept of ‘ecosystem services’

particularly interesting without new evidence and reasons to listen While it was vague and low-consciousness, most felt they had some prior

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knowledge of the concept. This familiarity, however, served to reduce interest as it was understood to be ‘nothing new’.

Interest levels were raised, however, when very serious environmental damage and the potential knock-on effects between components or regions were considered.

Furthermore, the cost-implications of such damage for individuals increased interest considerably.

In order to raise interest, there is a need to raise concern at social and individual levels.

3. There was a tendency to focus on global context Media coverage of global environmental issues means that the concept of

ecosystem services was usually considered within a global context. Most respondents displayed a poor awareness of domestic environmental issues

and, furthermore, expressed little belief or concern that the environment was under serious threat within the UK.

Links between what is happening within the UK and the rest of the world helped respondents to understand that domestic issues are real and important.

Therefore, high-impact examples are needed which detail how the environment is changing within the UK, but also how environmental damage is interconnected between regions, regardless of national boundaries.

4. There was a strong desire to see Government leadership There was a high level of apathy arising from: the focus on the rapidly deteriorating global situation (which results in a loss of

connection at the individual level for a variety of reasons); alongside the lack of visible evidence of serious environmental degradation

within the UK. Apathy was compounded by perceived lack of action or interest from the

Government: there is an assumption that clear ‘leadership’ will be evident (if the issue is important) as without large scale, ‘grass roots’ and consistent activity, individual effort is either unnecessary or futile.

As such, the Government needs to be seen to be active to both maintain high-profile engagement with the concept and encourage individual action: a lack of visible action only increases the risk of the public dismissing the issue as unimportant.

5. The way this sample related to the natural environment was complex and multi-faceted:

In considering how to engage the public around the value of nature and the natural environment, it is useful to think about nature’s services in the two core categories reflected by respondents: services which are ‘fundamentals’ and those which enhance quality of life.

Though ‘fundamental aspects’ of nature (e.g. water, air, food) were deemed most critical/important through their implicit link to sustaining life, these respondents did not relate strongly to them at a personal level since they have not experienced issues with these aspects.

In contrast, their experience and personal connection lay more strongly in ‘quality of life’ aspects (e.g. relaxation, freedom, health); however, by definition, quality is of lower importance than survival.

As a result, the target audience requires communication which touches on both these strands: a focus on quality of life to bring the issue close to home and an explicit link to fundamental aspects to raise the level of importance.

6. There are some key differences to take into account in communications Respondents differed in how they connected to both nature/the natural

environment generally and the ecosystems services concept specifically. Respondents at different life-stages focused on very different ‘quality of life’

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examples; reflecting the variation of their current lifestyles. Those who had some existing warmth towards environmental issues (in

awareness and current activity) understand the concept at a deeper level: they reach of the point of concern much more quickly and, as such, are expecting further information about the concept to be communicated alongside a clear stance from Government and steps for what to do next as individuals. Those who are less affiliated with environmental issues have the same requirement for a Governmental stance, but a higher requirement for reasons to believe in the need for concern and action before they will consider responsibility at an individual level.

As a result, consideration will need to be given as to the context in which information is delivered (in terms of ‘why?’, ‘what next?’ and specific points of detail) for specific target audiences.

Project Report to Defra8. As a guide this report should be no longer than 20 sides of A4. This report is to provide Defra with

details of the outputs of the research project for internal purposes; to meet the terms of the contract; and to allow Defra to publish details of the outputs to meet Environmental Information Regulation or Freedom of Information obligations. This short report to Defra does not preclude contractors from also seeking to publish a full, formal scientific report/paper in an appropriate scientific or other journal/publication. Indeed, Defra actively encourages such publications as part of the contract terms. The report to Defra should include: the scientific objectives as set out in the contract; the extent to which the objectives set out in the contract have been met; details of methods used and the results obtained, including statistical analysis (if appropriate); a discussion of the results and their reliability; the main implications of the findings; possible future work; and any action resulting from the research (e.g. IP, Knowledge Transfer).

COI and DEFRAPublic understanding of the

concepts and language SID 5 (Rev. 3/06) of 102

around ecosystem services and the natural environment

Qualitative Research

Final ReportDEFRA PROJECT CODE: NR0115 (J278742)

(COI Ref: 278742/Define ref: 1587)

April 2007

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Table of Contents

1 Introduction....................................................................................................................5A Background...............................................................................................................5B Research Objectives.................................................................................................6C Method and Sample .................................................................................................7

2 Conclusions and Recommendations ............................................................................11

3 Detailed Findings.........................................................................................................153.1 Current Connection with the Natural Environment.............................................15

3.1.1 Spontaneous ‘Consideration’......................................................................15 a) Freedom..................................................................................................15b) Relaxation...............................................................................................15c) Health......................................................................................................16d) Hobbies...................................................................................................16

3.1.2 Prompted ‘Consideration’............................................................................17a) Most important for all.............................................................................17b) Important for all......................................................................................18c) Important to some...................................................................................18d) Less important........................................................................................19

3.1.3 Summary of ‘Considerations’......................................................................193.1.4 Audience Differences...................................................................................20

a) ‘Warmth to the Environment’..................................................................20b) ‘Lifestage’................................................................................................20

3.2 Current Perceptions of the State of the Natural Environment............................263.2.1 Global Perceptions......................................................................................263.2.2 National Perceptions...................................................................................27

a) Perceived Decline....................................................................................27b) Perceived Response................................................................................28

3.2.3 Perceived Extent and Nature of Damage....................................................283.2.4 Perceived Cause of Damage........................................................................303.2.5 Perceived Concern and propensity to respond............................................31

a) Warmest..................................................................................................32b) Warm.......................................................................................................32c) Lukewarm and Cold.................................................................................32

3.3 Current Awareness and Understanding of Terminology and Language..............333.3.1 Nature.........................................................................................................333.3.2 Natural Environment ..................................................................................303.3.3 Other Terms: Most Familiarity....................................................................36

a) Extinction................................................................................................36b) Green Space............................................................................................36c) Food Chains.............................................................................................37

3.3.4 Other Terms: Mixed Familiarity..................................................................37a) Ecosystems..............................................................................................37b) Biodiversity.............................................................................................38

3.3.5 Other Terms: Least Familiarity...................................................................40a) Ecosystem Services.................................................................................40b) Environmental Services..........................................................................40c) Nature’s Services....................................................................................40d) Green Infrastructure...............................................................................41

3.3.6 Summary of Terms......................................................................................42

3.4 Reactions to Ecosystem Services concept...........................................................433.4.1 Ecosystem Services Concept.......................................................................43

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a) Awareness...............................................................................................43b) Comprehension.......................................................................................43c) Interest....................................................................................................44

3.4.2 Basic Concept Description..........................................................................443.4.3 Services/Benefits to Use..............................................................................45

a) Overall.....................................................................................................45b) Climate Regulation..................................................................................45c) Air Purification........................................................................................45d) Flood Prevention.....................................................................................45e) Medicines................................................................................................46f) Health Benefits........................................................................................46g) Pest Control.............................................................................................47h) Habitats supporting Wildlife...................................................................48

3.4.4 Services/Benefits to Avoid...........................................................................48a) Water Purification...................................................................................48b) Tourism and Enjoyment..........................................................................49c) Breeding and Feeding Grounds...............................................................50d) Commercial Fisheries..............................................................................50e) Services from Peatland............................................................................51

3.4.5 Further Content: Damage/Loss...................................................................51a) Degree of Damage...................................................................................52b) Rate of Change........................................................................................52c) Permanent Loss from Exceeding Thresholds..........................................52

3.4.6 Further Content: Cost.................................................................................53a) Costing Me More Money.........................................................................53b) Prevention Rather Than Cure..................................................................52c) Nature’s Services are not ‘Free Goods’...................................................53

3.4.7 Further Content: Solutions..........................................................................54a) Ability to Reverse or Limit Damage.........................................................54b) Overlap with Other Benefits....................................................................54

3.4.8 Category Terms...........................................................................................55a) Category Terms Of Use...........................................................................55b) Category Terms To Avoid........................................................................57

3.5 Perceptions of Government Responsibility..........................................................603.5.1 Government Responsibility..........................................................................60

a) Government Focus..................................................................................60b) Government Action..................................................................................61

3.5.2 LA/Council Responsibility............................................................................62a) LA/Council Focus.....................................................................................62b) LA/Council Action....................................................................................62

3.5.3 Expected Government Action......................................................................64a) Overall.....................................................................................................64b) Taxes.......................................................................................................65c) Taking Funds From Elsewhere................................................................66d) Decision-making......................................................................................67

Appendices 1. Recruitment Questionnaire2. Discussion Guide

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1. Introduction

A Background

Defra (Department for the Environment, Food and Rural Affairs) is the Department responsible for promoting sustainable patterns of behaviour in the general public (as well as in industry and business). The long-term aim of their Ecosystems Approach Project is far-reaching: in order to achieve intended policy outcomes of developing more sustainable behaviour, citizens need to be engaged (for example through participatory activity and communications programmes/campaigns).

To date Defra have had an active programme of stakeholder engagement on this project, but have yet to actively target the ordinary citizen1. An important part of activity with citizens will be measuring their perceptions and understanding in quantitative research. In order to ensure that the quantitative work is based on valid measures, and that the quantitative research tools (e.g. questionnaire) work well across the general public audience, intelligence is required as to how citizens themselves understand and relate to the ecosystem services concept.

In light of this, qualitative work was required as a first stage, to generate understanding and consumer insight. Specifically the research needed to ascertain the extent to which citizens understood the concept of ecosystem services and identify the language, terminology and information required for conveying these concepts as successfully as possible. Qualitative research was also required to provide indications as to the extent to which these concepts were engaging and the degree to which they might motivate

1 Information is posted on a website but there is no active targeting

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consideration of behavioural change (although it was not the remit of this project to explore specific behaviour changes).

This report details the findings from this qualitative stage.

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B Research Objectives

To achieve this overall objective, the research needed to specifically:

1. Establish spontaneous understanding and perceived value of ecosystem servicesa. ascertain the nature of any existing public perceptions of ecosystems

servicesb. identify current terminology used

2. Explore reactions to the full concept of the ecosystem services modela. identify what language would be necessary to improve accessibility,

clarity, understanding and engagementb. explore detailed reactions to the outline concept as well as the key

components/benefits/aspects of the modelc. understand any prioritisation of these components/benefits/aspects

in terms of propensity to engage the public

3. Establish what examples and evidence could help to engage the public generally and be used to bring the ecosystem services concept ‘to life’/aid understanding

4. Identify any general implications of how communicating and working with the ecosystem services concept could impact on the way Defra and/or central Government takes account of environmental impacts in decision-making

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Overall: Understand how to communicate the ecosystem services concept to the public in a compelling and engaging way and explore how this influences the way in which the public values the natural environment

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C Method & Sample

i) Overall Research Approach

The overall sample comprised 12 group discussions representing individuals from a broad spectrum of classical demographics as well as range of attitude towards green issues and behaviour.

The sample specifically comprised 8 group discussions (7-8 respondents for 2 hours) and 4 mini-group discussions (4 respondents for 2 hours), structured as follows:

Group 1a* 1b* 2 3 4 5Age 16-18 16-18 19-29 30-49 50-65 65+Gender Boys Girls Mixed Mixed Mixed MixedSEG ABC1 C2DE C2DE ABC1 C2DE ABC1 ‘Warmth’ to Environment

Warm to very warm

Warm to very warm

Warm to very warm

Warm to very warm

Warm to very warm Warm to

very warm

Location Inner cityNewcastle

Semi-ruralCambs

Inner cityLondon

SuburbanSouthampt

on

SuburbanCoventry

RuralNorth Devon

Group 6a* 6b* 7 8 9 10Age 16-18 16-18 19-29 30-49 50-65 65+Gender Girls Boys Mixed Mixed Mixed MixedSEG ABC1 C2DE ABC1 C2DE C2DE C2DE‘Warmth’ to Environment

Luke warm to Cold

Luke warm to Cold

Luke warm to Cold

Luke warm to Cold

Luke warm to Cold

Luke warm to Cold

Location Inner cityLondon

RuralNorth Devon

SuburbanCoventry

Inner city Newcastle

Semi-ruralCambs

SuburbanSouthampt

on

Further criteria represented within the sample were as follows:• Mix of lifestage included appropriate to age group

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• Young Family had children under 10 in the home (none older)• Older family had children over 10 in the home (spread of those

with younger children and no younger children)• 65+ included retired individuals• 19-29s included some students within each group (3-4

respondents)• Mix of living status (e.g. house owners, renters) was represented

appropriate to age and SEG• No respondents were active members of environment charities or

lobbyists• Key British Ethnic Minorities were represented as appropriate to

location

In terms of attitude or ‘warmth to environment’: • ‘Warm to very warm’ (‘warmer’) respondents were from those attitudinal

segments2 which aspired to ‘green’ behaviour (but may have exhibited this behaviour to a greater or lesser extent). These respondents represented a spread of the following segments:

• Green• Consumers with a Conscience• Wastage Focused• Currently Constrained

• ‘Lukewarm to cold’ (‘cooler’) respondents were from those segments which had lower conviction about the importance of being green and made fewer or no modifications to their behaviour. These respondents represented a spread of the following segments:

• Disinterested • Basic Contributors• Long term restricted

All fieldwork took place between 13th and 22nd February 2007.

2 These attitudinal segments were based upon the seven consumer typology segments identified from a recent Defra study, and are explained further in section C(ii), ‘Further detail on segments’, page 9

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The research team included Claire Vernon, Joceline Jones, Jon Gower and David Proctor.

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ii) Further detail on segments

A recent Defra study (Define, COI & Defra – ‘Environmental Segmentation’, December 2006) identified seven consumer typology segments, based upon varying views and behaviour regarding ‘green issues’. This segmentation also gave indications as to the potential for each of these segments to be further motivated in terms of their green behaviour.

The descriptions provided below supply background detail on these seven segments:

GreensThis segment was characterised by pro-active behaviour and greater knowledge (and thus conviction) for certain ‘green’ behaviours. Unlike other segments, they were less likely to see a threshold to their green behaviours, unless constrained by circumstances.

Consumers with a ConscienceThese emerged as an important segment as there was a real potential for them to do more by instigating guilt about their current contribution, as they exhibited both positive and negative behaviours. They aspired to be environmentally sound and although they expressed much interest in green behaviour, they were open to distraction from other life issues. Key motivators for them included their concern about environmental consequences (via stronger evidence) and greater recognition when they make an improved green contribution.

Wastage FocusedThis segment was found to have relatively high current activity in the areas they care most about, i.e. waste disposal. There was some potential to increase their green behaviour, but given their focus on value most scope appeared to be in areas of financial savings and benefits in the home, at least initially.

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Basic ContributorsThese were less open to doing much more as they felt they were doing enough and what was required of them. Their need for social approval, however, meant that they were sensitive to being made to feel that this level of activity was not sufficient relative to others and that certain behaviours beyond recycling, which was where behaviour for most stopped, have become mainstream (e.g. energy/water saving). Given that they respond to guilt, they could be prompted to be more thorough in their recycling approach, but provision would need to be made for them to comply. This group revealed that they could also be drawn towards ‘green’ issues generally by raising the sense of imminence of negative change.

Currently ConstrainedThis was an important group as there was much warmth towards increasing their green behaviour in the future and they considered it as aspirational. However, as they change life stage and earn more money, they are also at high risk of reducing their overall contribution. Financial saving was a key motivator for them with a particular focus in home behaviours. Given their aspirational desire to link to green issues and make positive choices, there was also potential to motivate in them in the area of food and purchasing.

Long-Term RestrictedThis segment had very restricted circumstances and as a result their relative contribution tended to be quite good by default as they lived economically. However, given their circumstances, there was minimal opportunity for increasing green behaviour amongst this segment, except in the area of financial savings.

Disinterested

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This group were largely, as their name implies, disinterested in ‘green’ issues and exhibited no green behaviour. Therefore, opportunity to directly impact on this segment appeared low, although some progression over time, in line with the general cultural shift, might be expected.

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2. Conclusions & Recommendations

Starting points for connecting the concept

1. The way in which respondents connected most strongly to the natural environment was via those aspects that enhance the quality of people’s lives. Respondents placed real value on those aspects that they relate to and use day-to-day. As such, benefits that enhance the specific quality of individual and collective lives are important aspects to highlight to help people engage with the concept in the first instance.

2. More fundamental aspects of the natural environment or ecosystem services (‘fundamentals’), such as clean air/water and food were undeniably rated as most important overall. However, these respondents found it hard to relate to them: they have no experience of suffering from serious decline here and did not spontaneously perceive that these aspects could be seriously affected here. Associations with such fundamentals were more distant (related to school biology lessons and Third World) rather than current reality. As such, these fundamentals do not provide as much connection to the concept as other aspects in the first instance.

3. However, while not necessarily a point of entry, the fact that they occupy this position of importance must still be recognised. When the basic concept of ecosystem services was considered, respondents tended to think of the issues within a global context (inevitable given the relative profile of global issues in the media and their contribution to overall learning and perceptions of the environment). Because such global issues dominate, fundamentals

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are expected to be addressed in some way, and featuring fundamentals is an important endorsement of a significant problem.

4. It is important therefore to communicate both the fundamentals and the quality of life aspects, and to make useful links between them. Quality of life aspects should ideally be positioned as the ‘tip of the iceberg’, with an indication that the ‘fundamentals will be affected if we don’t start now’. This message would be further reinforced by illustrating examples of how damaging environmental scenarios can spread via chain reactions and knock-on effects.

5. There are further implications of the general focus upon global issues:

6. Firstly, these respondents’ lack of knowledge of domestic environmental issues, and resultant lack of current national focus, demonstrates there is a real need to highlight specific examples of serious damage and potential impact within the UK. However, given this current low salience, taking a solely UK-focused approach (in isolation of global issues) would reduce perceived importance and interest in the concept in the first instance. Ultimately, the overall need is to relate both the global and national situation by utilising the more familiar, serious and bigger picture of global examples, and from there to make powerful correlations to highlight parallels or interrelationships with what is happening in the UK.

Government vs. individual responsibility

7. The general tendency to relate to remote environmental issues on the global scale also meant that many respondents had real difficulty in understanding what this means at an individual level, specifically in terms of responsibility and potential impact. This lack of

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connection at an individual level led to apathy and a tendency to defer all, or most, responsibility to the Government.

8. Government leadership and activity is therefore critical in tackling general apathy, and without it further consideration of the concept is unlikely for all but the most ‘warm’. Such leadership and activity from the Government was expected to be in place before actually communicating the concept, as a lack of activity would fuel any belief that the issue is not very important which would run the risk of the issue being overlooked or even dismissed.

9. In addition, it was felt that the Government needs to be seen to be active at both the global and national levels, in order to be consistent and demonstrate that both are important and serious.

Explaining and developing the concept of Ecosystem Services

10. While the basic concept was understood by and familiar to most, it was clearly low consciousness, except for the very ‘warmest’. Familiarity served to reduce interest as it was easily dismissed as ‘old news’. It was therefore clear that there is a need to raise interest and concern in order to increase engagement; which can be achieved by providing more reasons to believe there is an issue and highlighting new examples that relate to people’s own lives.

11. Some of the critical concept terms were poorly understood (e.g. ‘Ecosystems’) Other terms caused issues through bringing inappropriate associations to understanding of the concept (e.g. ‘Services’, which was commonly attached to local council facilities, since this is the context in which the term is known well). This indicates that some current key terms are best avoided with the general public, certainly in the shorter term. However, other specific

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terms did emerge as useful in conveying some key elements of the concept (detailed in Section 3 of this report, p. 33).

12. For example, these respondents did have a sense of natural systems and knock-on effects, which can be utilised to spell out serious damage consequences – the latter providing a critical reason to believe in the concept. Other important reasons to believe were cost implications, and the existence of solutions to reverse or limit damage, (the last essential in curbing perceptions that the problem is too large and preventing disconnection).

Audience differences 13. Lastly, it is important to note that while there were shared needs

across this sample, there were also some clear differences in both how people currently connect to the concept and their expected response; which is dependent on their general attitudes to the environment.

14. Through an existing affiliation with environmental concerns/issues, the ‘warmest’ were already engaged with the concept and, as a result were interested to hear more, showed high concern and a willingness to take on personal responsibility. They expected greater reassurance and guidance from the Government to take personal steps in combating these issues, and any communication without it could run the risk of reducing their connection.

15. Respondents who were not quite so engaged but still warm, accepted the concept, but needed more reasons to believe in it, in order to fully engage and overcome their feelings of helplessness. For these respondents, Government reassurance, leadership and activity at national level are required before they re-assess their

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own responsibilities, a first step before taking action at an individual level.

16. ‘Cooler’ respondents exhibited a lower connection to the concept, and need more reasons to believe in order to raise their concern and start to engage. Showing little willingness to compromise their own behaviour, they appeared quite resistant to taking any personal responsibility. Government activity is critical for them to start accepting the concept as important and worthy of any further consideration.

17. Life-stage differences also emerged, which carries implications for the types of quality of life examples used in communications. Either an appropriate mix will be required or some specific targeting to take these differences into account.

* * * * *

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3. Detailed Findings

3.1 Current Connection with the Natural Environment

3.1.1 Spontaneous ‘Consideration’

When the respondents were asked to consider which areas of the Natural Environment they valued the most - without any prompting or leading as to what those areas might be - four key areas emerged. These areas were consistently given high value across most of the respondent groups and related to respondents’ quality of life.

a) Freedom Most respondents valued getting outdoors in order to gain a sense of freedom and space. Key associations were with any open green space (i.e. man-made or natural), although fields, woodland, trees, greenery and grass were also specifically cited within this overall appreciation.

“Walking the dog everyday gives you a chance to get outdoors and clear your head” [16-18, Girls, C2DE, Warmer, Cambs]

b) Relaxation For many respondents a ‘feel-good’ factor was also derived from sunshine, blue sky and good weather. These all created a sensation of ‘warmth’, which had strong connections with both relaxation and feeling energised.

“Lying in the sun just makes you feel better; you can switch off and chill” [16-18, Girls, ABC1, Cooler, London]

“You can’t get better than spending time outdoors in Devon, can you?” [65+, ABC1, Warmer, Devon]

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"Blue sky. In winter in London it’s so grey and gloomy, it makes you feel better"[19-29, C2DE, Warmer, London]

c) HealthGood health was linked to the positive effects of being in a pure and natural environment and inevitably of value. When thinking about health, respondents specifically focused on what they considered to be ‘untouched’ environment (as these were most strongly associated with freshness and cleanliness which can enable good health) for example, fresh air, clean water/streams/rivers, etc. Health is tied into exercise to an extent but the focus is as much on where the exercise is taking place, and what that specifically brings, than the exercise itself.

“I like walking for the scenery, exercise and fresh air” [65+, C2DE, Cooler, Southampton]

"I go for a walk with the dog on the beach every day. I suffer from arthritis, so that really helps me"[65+, ABC1, Warmer, Devon]

“When I do go to the country I notice how my asthma disappears”[19-29, C2DE, Warmer, London]

d) HobbiesMany of those who exhibited a stronger connection to the natural environment and tended to be more active in the outdoors practiced a hobby or had a specific personal interest related to the natural environment. Most significant amongst these interests were animals and wildlife, as well as specific activities such as fishing or bird-watching.

"I go fishing and caravanning four to five times a year"[30-49, C2DE, Lukewarm, Newcastle]

“I have a boat on the Exe estuary, and I spend a lot of time on it”[65+, ABC1, Warmer, Devon]

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3.1.2 Prompted ‘Consideration’

When respondents were presented with actual components and elements of the Ecosystem Services concept (i.e. the list of ecosystem services), the way these aspects of the natural environment were prioritised differed from the above.

Across the sample, there was a tendency to consider these in terms of value to everybody rather than to me personally. Therefore, respondents consistently prioritised those elements deemed fundamental to human survival. Secondary to these were ‘universal’, quality of life issues which society might benefit from as a whole or at large. Those aspects which reflected individual choices for quality of life were deemed as least important.

a) Most Important for allClean air, clean water and trees were widely held to be the most important components, because they all underpin life and were seen as essential to our very survival. These were closely followed by food from nature, flood prevention and pest regulation. Even though these three features were not always witnessed first-hand by the respondents, there was a genuine appreciation that they were important and relevant natural services: food was a basic, daily requirement, flood prevention was perceived as a potential direct threat for many respondents (with knock on consequences for others)3, and pest regulation was considered a valuable, albeit often invisible, process.

“Because trees are your oxygen, a matter of life and death” [19-29, C2DE, Warmer, London]

3 for example, as people are displaced or insurances rise

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“Clean air and water are the most important, because you need them to live”[16-18, Boys, C2DE, Cooler, Devon]

“Flooding is a big problem now. Where I live there are so many new homes that when it rains you get a sheet of water because the drains can’t cope with all this tarmac. The rain has nowhere to go now”[30-49, ABC1, Warmer, Southampton]

b) Important for all‘Universal’, quality of life aspects appeared within this category, such as: observing wildlife, deriving medicines from natural sources, appreciating nature’s beauty and gaining peace and tranquillity (especially amongst the older respondents).

"Trees – especially the colours in autumn and summer"[65+, ABC1, Warmer, Devon]

"We don’t really see wildlife, but it is important"[16-18, Boys, C2DE, Cooler, Devon]

“My mum was dying of cancer last year and the Doctor said they couldn’t find the right medication because they had run out of this medication that had been destroyed in the environment”[19-29, C2DE, Warmer, London]

c) Important to SomeThese typically reflected personal interests which were specific to individual lifestages but were considered as quite mainstream. These included:

- Walking (more important for older respondents)- Sports (more important for younger individuals and families)- Social Benefit (most important for families with young children, and

often included visiting parks)- Having a garden- Cultural/Historical aspects (less important for younger respondents)- Timber/Building materials (less important for younger respondents)

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"I go walking for 5 miles every Friday with my neighbour"[65+, ABC1, Warmer, Devon]

“I do some running. Last year I ran three miles in the race for life for breast cancer”[16-18, Girls, C2DE, Warmer, Cambs]

“I take the kids to the local park most days, unless the weather is bad”[19-29, C2DE, Warmer, London]

“We go to a local activity centre. The kids like rock climbing; I go for walks on the beach”[30-49, ABC1, Warmer, Southampton]

“Good to see flowers and what-not in the garden”[30-49, C2DE, Cooler, Newcastle]

d) Less ImportantThese components were largely ‘niche’ activities, and were therefore important only to a minority of the respondents interviewed. For others, these were seen as ‘not me’ and, as such, were resisted as low interest or even boring. They included:

- Bird watching- Hearing bird-song- Water activities

"I love to see the nature. Last week I heard some skylarks, which was great"[65+, ABC1, Warmer, Devon]

“I like birds, but I don't go watching them”[30-49, C2DE, Cooler, Newcastle]

“Not very important to me (water activities), but it would be to someone who likes fishing or going out on the canals” [50-65, C2DE, Warmer, Coventry]

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3.1.3 Summary of ‘Considerations’

Although there was a consistency in attaching ‘importance’ to the fundamental components when prompted with information, it was clear (from exploring and contrasting with spontaneous responses) that this categorisation does not reflect top of mind or even conscious thinking about personal value.

Therefore, while these fundamental components can be seen as of high-importance to this sample they are also relatively low-interest, as they are generally not considered in daily life.

“We should value trees, they help us breathe, but you don’t walk around thinking about that” [16-18, Girls, ABC1, Cooler, London]

Overall, for this sample, most salience is found in those aspects of the natural environment that enhance their daily lives. Real personal value was placed upon these ‘quality of life’ benefits, resulting in feelings of freedom and relaxation, good health and enjoying hobbies.

Therefore, indications are that it is the quality of life aspects that will serve as the best introduction to the Ecosystem Services concept, as the greater relevance and personal value they evoke can be accessed and mobilised to prompt further consideration.

3.1.4 Audience Differences

Although people were very consistent in their ‘top-level’ categories of value, some differences in specific areas and degree of connection did occur across the sample. These differences tended to vary by two key factors, namely level of ‘warmth’ to the environment and lifestage. These

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factors had implications for the level of detail and examples required to raise interest and re-engage with the population.

a) ‘Warmth to the environment’

Differences for WarmerNot surprisingly, those who were warmer towards the natural environment demonstrated a greater level of connection than those who were cooler. These differences highlighted those ‘warmer’ respondents as more appreciative of the outdoors and far more likely to recognise and welcome those benefits and services on offer.

“I am out and actively involved in the countryside everyday, it’s very important to me” [65+, ABC1, Warmer, Devon]

"The kids like rock climbing; I go for walks on the beach. I just enjoy the outside really"[30-49, ABC1, Warmer, Southampton]

Warmer respondents typically made greater use of their time and effort in enjoying a wide range of outdoor activities, and were far more prepared to take the effort to travel to be in ‘real’ countryside, as opposed to parks. Such activities include walking and camping (especially for younger people, and those with families) as well as more specific niche interests like hiking, fishing, bird-watching and collecting wild foods (particularly for older people).

"It’s good to be somewhere completely different, to an area like here"[16-18, ABC1, Warmer, Newcastle]

“My parents camped a lot, so I often go and visit them in the new forest”[30-49, ABC1, Warmer, Southampton]

“I am out often collecting plants, berries and sloes. I eat a lot of wild food, make jams and the like”

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[65+, ABC1, Warmer, Devon]

They were also more likely to cite components of nature that are most important to them, usually regardless of any tangible ‘benefit’ to them. Another key differentiator between them and the cooler respondents was their strong desire to protect and conserve the environment.

“Farm buildings are being converted into houses. This is wiping out roosting areas for birds and barn owls”[65+, ABC1, Warmer, Devon]

The high level of positive connection of the warmer respondents was exhibited in their own behaviour, and this proactive mentality makes them very responsive to any new environmental issues which come their way. Indeed, this enthusiasm prompts them to instantly consider their own behaviour, and how it can be modified, when broached with a new environmental dilemma.

Differences for ColdIn contrast, ‘cooler’ respondents displayed a much weaker, narrower connection with the natural world. For those very cold towards the environment, little or no connection was exhibited at all. This was more evident amongst those with no children, or where children had grown up and left the family home.

“Now the kids have left home I don’t spend much time outdoors and I don’t miss it to be honest” [30-49, C2DE, Cooler, Newcastle]

As might be expected, for the cooler respondents, their weaker connection with the environment makes them that much harder to reach and engage on topics which feel overtly ‘environmental’. Consideration of the environment is ‘not on their radar’ so the need to attach aspects of the

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natural environment as central to aspects they care about much more strongly is necessary to prompt any consideration at all.

b) Audience Differences by Lifestage

Younger PeopleGenerally, the younger age range (less than 30 years old and particularly under 20 years old) exhibited a largely unconscious and much weaker connection to the natural environment than their older counterparts.

Where emotional connection was apparent, it tended to focus on personal enjoyment and was expressed in their appreciation of the ability to gain private space, feelings of relaxation and freedom. Typically this was achieved from playing sports, socialising, or simply enjoying the sunshine in a local park.

“I don’t get out into the countryside at all, I prefer being in the town” [16-18, Boys, C2DE, Cooler, Devon]

“You want to spend more time outdoors in summer to enjoy the sun” [16-18, Girls, ABC1, Cooler, London]

“I go out everyday with the baby. Just to get out of the house really.” [16-18, Girls, C2DE, Cooler, Cambs]

“I work in the mobile phone shop, and then smell the fresh air on the way home. I should get out there a bit more really”[16-18, C2DE, Cooler, Devon]

There were some differences within this younger lifestage between those warmer and colder to the environment; as might be expected, typically those of a warmer disposition enjoyed a greater range of outdoor activities.

“I like to go to the lakes, camping and that. Lots of walking, in the winter as well”

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[16-18, ABC1, Warmer, Newcastle]

“I’m into extreme sports, so I go horse riding, white water rafting”[19-29, C2DE, Warmer, London]

It was not uncommon for respondents in this lifestage category to have a good knowledge and awareness of environmental issues (as a result of their current or recent schooling) but this did not translate directly into interest.

For some young people, this overt attachment to school could act as a ‘switch-off’ and inhibit developing this appreciation into early adulthood. For others, however, environmental issues were simply not considered in their day-to-day existence, even including those from rural areas, as their relative stage of development meant they were simply focused more on other things in life.

FamiliesOverall, becoming a parent tended to increase activity outdoors, driven by an appreciation of the health and educational benefits.

Parents exhibited a stronger sense of conscious connection to the natural environment as a direct result their lifestage. There was also a strong belief in specific educational and health benefits of the outdoors, giving an implicit association with ‘good parenting’. There was also recognition of the ‘traditional values’ of enjoying and appreciating the outdoors and the importance of conveying this ethos to their children. Therefore even if they did not have a strong connection with the natural environment themselves, they wished to encourage it in their children.

“It’s good to let the children have fresh air, at home they just get stuck in front of the TV, but after a day out they are more buoyant…and it’s a good way for them to learn” [30-49, ABC1, Warmer, Southampton]

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“It’s only the kids playing footy at the Plessey or Paddy Freeman’s park that gets me out”[30-49, C2DE, Cooler, Newcastle]

For some parents there was also an appreciation of the outdoors for themselves, being a welcome antidote to home- or work-bound lives. For others it was simply a welcome opportunity for the family unit to be in a different setting (just to ‘get out’).

“I play golf, so it’s nice to get out really, and away from the office. I also do a lot of cycling with my little boy”[30-49, ABC1, Warmer, Southampton]

“Gardens are so small nowadays that we often go to the park, go beachcombing and cycling. I do go for runs in the evening after work, but at weekends we take the kids out”[30-49, ABC1, Warmer, Southampton]

A wide range of their outdoor activities was apparent, largely dependent upon where they lived. Playgrounds and parks were popular for most, whilst others favoured day visits to woods, rivers and beaches for walking and enjoyment.

“We go outdoors more in summer...it’s for the kids really, to play footy, get some exercise” [30-49, C2DE, Cooler, Newcastle]

Older, Empty-NestersConnection to the natural environment appeared to be greatest at this lifestage. This connection, amongst the older and retired people, was often emotional in nature, centring on achieving mental calm, relaxation, good health and physical stimulation. This lifestage group enjoyed a wide spread of outdoor activities, with hobbies becoming more evident as they exploited their increasing leisure time for pursuits such as gardening, walking, and golf.

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“I like to see wildlife; I came across nine stag on Exmoor the other day, and that for me is the wonder of living in Devon” [65+, ABC1, Warmer, Devon]

"I love golf and walking the dog"[65+, C2DE, Cooler, Southampton]

This lifestage tended to be very appreciative of the natural environment, and were much more likely to reflect upon the broader benefits of nature, both for themselves and for others in society as a whole. This manifested itself by talking with some nostalgia about the strong traditional values associated with enjoying nature in the past, but also extended to reaffirming how spending time outdoors should still be a crucial feature of modern life (especially for younger people).

"It’s not just about golf; green spaces are good for the grandkids as well, better than being in front of a computer all the time"[65+, C2DE, Cooler, Southampton]

There was less of a split in this group between ‘warmer’ and ‘cooler’, with more of a spontaneous desire to protect and conserve nature within this older lifestage. This raised consciousness was particularly evident when linked to considering the state of the natural environment for their grandchildren, and was most keenly felt in rural areas.

3.2 Current Perceptions of the State of the Natural Environment

3.2.1 Global Perceptions

There was a common recognition, across all respondents, of the decline in the natural environment, with global environmental issues dominating their perceptions. Indeed, absorption of information about global issues from the mainstream media (news headlines, TV documentaries, etc) had informed

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their top-of-mind assessment of the natural environment generally. For younger respondents, this knowledge was underpinned by current/recent education in these issues at school.

“It’s deteriorating, going downhill fast” [30-49, ABC1, Warmer, Southampton]

“We hear a lot about the decline from global warming and deforestation at school” [16-18, ABC1, Cooler, London]

Climate Change and Global Warming were at the forefront of most peoples anxieties, closely followed by their unpredictable effects (erratic weather, rising sea levels, flooding, land loss, etc). Typically their concerns then progressed onto causes, such as damaging human activities like over-development and pollution, leading to deforestation, loss of natural habitat and drought.

“Winters getting shorter, summers getting longer and erratic weather too - like that tornado” [19-29, C2DE, Warmer, London]

“We are just wasting what we have got as well. The Amazon rainforest is going to be cut down”[16-18, Boys, C2DE, Cooler, Devon]

“A lot of it is car emissions. In London they drive massive Range Rovers and stuff”[19-29, C2DE, Warmer, London]

“Everywhere you go houses are getting built and that”[16-18, Boys, ABC1, Warmer, Newcastle]

It was very clear that opinions of the natural environment generally were dominated by perceptions of global issues. This carried implications for how people approached and viewed the concept of ecosystem services and

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indicates that global examples need to be utilised to help with understanding and can act as a useful entry point for consideration.

3.2.2 National Perceptions

a) Sense of DeclineOverall, there was a general sense that the nation’s natural environment is in decline, but most cannot back this up with any evidence, and as a result it appears small-scale when compared to the global picture.

Indeed, perceptions of the state of the national environment were generally far less top of mind. Although the majority still spoke of an overall sense of decline in this country, respondents could not cite much evidence of impact at a local/national level, particularly in terms of the aspects that they valued and use on a daily basis. As a result, there was a general feeling that impact at a national level was still quite distant for most people.

“It’s not hit us here yet, but you hear a lot on the news about stuff abroad” [16-18, ABC1, Cooler, London]

“I don’t think about it, I’m not worried for our generation; more our kids and their kids, it’s a scary thought”[16-18, Girls, C2DE, Warmer, Cambs]

Much of their national concern focused upon changing weather conditions, with warmer weather in particular gaining attention – but as both a negative for some and a positive for others. There was also some concern over decline in rural areas, such as reductions in bird populations and green spaces, expanding urban sprawl in green belts and human population increase. However, these observations were more present in those respondents who were warmer to the natural environment, as they possessed greater knowledge and thought about these issues deeply and more often. Of these respondents, only a minority mentioned specific damage to local landscapes, such as the cutting of hedgerows.

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“In recent years I’ve noticed a real drop in bird numbers” [65+, ABC1, Warmer, Devon]

“Where does all the nature go when they build these new homes? They’ll end up killing all the wildlife off”[30-49, C2DE, Cooler, Newcastle]

"The council keep cutting back hedges too far. They erode the Devon lane banks and upset the birds nesting"[65+, ABC1, Warmer, Devon]

b) Perceived ResponseGovernment responses to environmental problems per se were generally perceived by respondents to be relevant but irritating restrictions on their daily lives, especially by those cooler to the natural environment, e.g. congestion charge, other taxes, hosepipe bans etc. Overall, however, it was clear that these measures were reluctantly accepted by most of the respondents.

“This is the dilemma isn’t it? The cost implication means that someone loses out somewhere”[30-49, ABC1, Warmer, Southampton]

There was little awareness of environmental improvement schemes, apart from amongst an interested minority. Schemes such as increasing otter and bird populations, creating cycle routes, less intensive farming, cleaner rivers and greener cars were occasionally mentioned, more so in areas where they were occurring locally and by ‘warmer’ respondents.

3.2.3 Perceived Extent and Nature of Damage

The global view again dictated the perceived degree of damage for most. Accordingly there was a belief that the natural environment is being seriously damaged, and that this threat will only increase in the near SID 5 (Rev. 3/06) of 102

future. There was recognition that the nature of this damage can be irreversible which exacerbated concern, yet few could provide examples to illustrate their beliefs.

“It may be too late to stop some changes, the damage is already done” [19-29, C2DE, Warmer, London]

"I don’t think it will get better in our lifetime"[65+, C2DE, Cooler, Southampton]

It appeared that many of the respondents considered this damage to be in isolated pockets, or singular losses (e.g. the Polar Bear), and did not appreciate the interaction between different regions/ecosystems and the knock-on effects which often occur between one damaged ecosystem and another. The only possible exception to this mindset was their knowledge of Climate Change (as a result of the media), which was thought to carry elements of connectivity within its threat. Climate change was emblematic of the situation being ‘very bad’, but at the same time that it is still having an impact only in distant regions of the world.

"We don’t get snow here anymore. We used to a decade ago"[65+, ABC1, Warmer, Devon]

A minority believed that nature is a robust system which can absorb human abuse and take it in its stride. Further to this, some believed humans would be able to create a technological solution to counter this new threat from the natural environment.

“I think nature can withstand what we do to it” [16-18, ABC1, Warmer, Newcastle]

While some interconnectivity was recognised (in pockets as described above), this was not prevalent in how most respondents thought of the natural environment as a whole. This indicated that the basic idea of ecosystems was not a particularly conscious concept for most people. It

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also demonstrated that further education is required to clearly spell out the impact damage to ecosystems can have and help the majority to fully appreciate this concept. The low level recognition of interconnectivity, however, does indicate that the concept will be understood and credible when explained.

3.2.4 Perceived Cause of Damage

Respondents typically identified human behaviour as the principal cause of damage to the natural environment.

“Man is raping the planet, cutting down rainforests” [50-65, C2DE, Warmer, Coventry]

"We’re testing it to the limit"


The following were the most commonly cited factors which helped to form their views:

- CO2 emissions from cars/planes- Tourism eroding coastal landscapes- Big business, industry, large economies- Asia/US activity

"We’re doing better than the USA and China"[19-29, ABC1, Cooler, Coventry]

“Asian countries becoming industrialised and adding to the pollution” [65+, C2DE, Cooler, Southampton]

Much of the focus was upon the damaging actions of ‘big business ’ and rampant global economies, with little reference made to individual behaviour. Interestingly, tourism was also perceived as a damaging area of activity.

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"Soon there may be real problems with water being diverted to cotton farms like in Russia. Millions may have no water. Big problems looming there I think"[65+, ABC1, Warmer, Devon]

Although a minority of sceptics attributed the decline to recurring natural cycles, and preferred to dismiss the anxiety over climate change and human behaviour, the vast majority did believe that the damage was due to human activity. However, this understanding of human cause did not translate to an understanding of individual human responsibility for tackling issues.

"I think nature has a tendency to look after itself"[30-49, C2DE, Cooler, Newcastle]

“Maybe it’s always been this way and it’s not us destroying the environment” [65+, C2DE, Cooler, Southampton]

The perceived large scale of change leads to a consistent understanding of a need for a large scale response. Given the uncertainty as to whether problems could be controlled at all, there was a sense that individuals would be unable to make an impact. This led to respondents deferring responsibility to Government in the first instance, rather than thinking about local and individual responsibility (apart from the ‘very warm’).

3.2.5 Perceived Concern and Propensity to Respond

Regardless of their individual level of warmth towards the environment, all respondents shared a degree of disconnection without Government direction.

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A shared sense of remoteness of impact on themselves, in their day-to-day lives, led to a perception that the threat is still some way off. This reflected a general feeling that there is still not much evidence of fundamental problems affecting the UK directly, though the extent to which this existed did vary:

“I don’t think about it, I’m not worried for our generation” [19-29, ABC1, Cooler, Coventry]

a) WarmestThe very warm respondents, who had the highest level of concern, were open to taking some level of responsibility, but did not currently feel that empowered. They wanted to be given some direction to evaluate their ‘next steps’. As such, lack of reassurance, guidance and leadership at the higher level, prompted disillusionment and even disconnection.

"We do what we can as individuals, but then look at these supermarkets with all their packaging, and politicians driving around in their 4X4’s. How much do businesses really do for the environment?"[30-49, ABC1, Warmer, Southampton]

“If you can get into a routine of helping the environment then it is easier I think”[16-18, Boys, ABC1, Warmer, Newcastle]

b) WarmAgain this category showed high levels of concern, and were open to listening on the issues. They considered the problem of environmental damage to be serious and relevant to themselves, but had significant doubts about the way forward. As a result they tended to feel helpless and therefore can be difficult to mobilise. However, reassurance, firm leadership and a change in Government behaviour at a national level would begin to facilitate a belief in their own role.

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“The problems are pretty severe now, so the Government need to have powerful means to make these changes”[65+, ABC1, Warmer, Devon]

c) Lukewarm and ColdTypically these respondents exhibited a lower sense of concern, and were resistant to assuming individual responsibility because such change in behaviour inevitably involves compromise, and a possible loss of perceived benefits. They required strong, tangible reasons to believe in the issues and concept of Ecosystem Services, before ever considering their own behaviour and responsibilities. Alongside the other two groups, they would benefit from reassurance and strong leadership at a local and national level.

"I’ll be dead when it all happens anyway"[30-49, C2DE, Cooler, Newcastle]

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3.3 Awareness and Understanding of Terminology and Language

3.3.1 Nature

Across the sample, the term nature was relatively ‘contained’ in its meaning and associations. Diagram 1 below illustrates what respondents consistently believed nature is comprised of.

Diagram 1: Specific Associations with Nature

• Not man made• Untouched• No buildings

Natural• Not man made• Untouched• No buildings

Natural

• Sea• Mountains• Fields• Open spaces• Forests• Rivers• Air• Beaches• Countryside• Flora and fauna• Woodland• Scenery-------------------------------------• The planet• Earth

Components• Sea• Mountains• Fields• Open spaces• Forests• Rivers• Air• Beaches• Countryside• Flora and fauna• Woodland• Scenery-------------------------------------• The planet• Earth

Components • Leaves• Trees• Grass• Bark• Plants• Fruit

Greenery• Leaves• Trees• Grass• Bark• Plants• Fruit

Greenery

• Fresh air• Clean air• Cleanliness

Purity• Fresh air• Clean air• Cleanliness

Purity

NatureNature • Animals• Birds• Insects• Fish• Wildlife• Farms/ zoos –

(minority younger/ urban)

Wildlife• Animals• Birds• Insects• Fish• Wildlife• Farms/ zoos –

(minority younger/ urban)

Wildlife

• SeasonsClimate

• SeasonsClimate

All respondents saw nature as something that was ‘other’ to themselves and definitely not man-made, and did not readily equate it with being exploited as a resource, other than for their personal enjoyment of it.

"Nature is not man-made, whereas your natural environment can be"[50-65, C2DE, Warmer, Coventry]

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There were some strong, positive associations which focused on the benefits of the ‘originality’ of nature: ‘untainted’, nature was considered ‘beautiful’ and ‘pure’.

"I like things the way that nature intended them to be"[65+, ABC1, Warmer, Devon]

These associations were more emotive for the ‘warmer’ respondents, and for them often generated a sense of implicit need for protecting this purity and preventing damage or abuse. By contrast, ‘cooler’ respondents were more likely to have a negative response to this emotive strength (although they did recognise it) as they made links to more radical ‘Green’ people (e.g. ‘eccentrics’ or campaigners), whom they did not find aspirational or compelling.

Overall, therefore, while nature would be a useful term to use with the ‘warmer’ respondents to further their engagement, if used in isolation it is likely to disconnect those already cool towards the overall concept.

3.3.2 Natural Environment

Natural Environment carried a much broader set of associations than the term nature. These associations encompassed all those which were elicited by the term nature, but included in addition: elements related to human activity/interactivity (e.g. farmland, people,

gardening etc) other references to damaging factors (e.g. pollution, disease, global

warming) confirming an implicit understanding that humans can both enhance and degrade the natural environment.

"Nature is grass and greenery whereas the natural environment includes pollution and the built environment as well"[19-29, ABC1, Cooler, Coventry]

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"It’s where something lives. A habitat"[19-29, C2DE, Warmer, London]

"Anywhere there is no building, especially nowadays"[65+, ABC1, Warmer, Devon]

Diagram 2 below illustrates both the much broader of associations, and the overlap with nature (in the top half) as described above.

Diagram 2

• Undisturbed• Untouched• Wild• Unkept• No concrete• Before man

Natural• Undisturbed• Untouched• Wild• Unkept• No concrete• Before man

Natural

• Landscape• Hills• Woods• Forests• Lakes• Streams• Sky• Sea• Sunset• Stars• Mountains• Clouds• Coasts• Water• Beaches• Fields• Rivers

Components• Landscape• Hills• Woods• Forests• Lakes• Streams• Sky• Sea• Sunset• Stars• Mountains• Clouds• Coasts• Water• Beaches• Fields• Rivers

Components • Trees• Grass• Plants• Flowers

Greenery• Trees• Grass• Plants• Flowers

Greenery• Fresh air• Cleanliness• Oxygen• Healthy

Purity• Fresh air• Cleanliness• Oxygen• Healthy

Purity

• Animals• Birds• Wildlife

Wildlife• Animals• Birds• Wildlife

Wildlife

• Similar aspects to ‘nature’ emerge

• WeatherClimate

• WeatherClimate

Natural Environment

Natural Environment

• Parks• People• Farmland• Gardening

Man-made• Parks• People• Farmland• Gardening

Man-made

Natural Environment

Natural Environment

• Global warming• Pollution• Disease• Future impact

Damage• Global warming• Pollution• Disease• Future impact

Damage

• Relaxation• Peace and quiet• Beauty

Benefits• Relaxation• Peace and quiet• Beauty

Benefits• Getting outside• Outdoors• Open space• Away from city life

Outdoor stimulation

• Getting outside• Outdoors• Open space• Away from city life

Outdoor stimulation

• ConservationProtection

• ConservationProtection

• Habitat• Where

things live

A Place• Habitat• Where

things live

A Place

• But other associations also encompassed by term:

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Overall, the term natural environment appears to be a better anchor/territory with which to broach the concept, as it instinctively allows for a greater connectivity with the component elements.

3.3.3 Other Terms: Most Familiarity

While some terms were familiar to most respondents, they still varied in their appropriateness for use. Extinction and Green Space were understood and can be meaningfully used in future communications; however, Food Chains was subject to misleading interpretations.

a) ExtinctionAll respondents were aware of this term and felt it was a word they would use themselves. Most understood its meaning and described it as a living thing which then ceases to exist.

"Things not existing anymore"[19-29, C2DE, Warmer, London]

“Dodo”[30-49, ABC1, Warmer, Southampton]

b) Green SpaceThe majority were familiar with this term, and took it to mean any open, green space, such as a field, heath or park. However, it was not a word that featured in their own vocabulary and was seen instead to be a term used predominantly by the media.

"Parks"

[19-29, C2DE, Warmer, London]

"Fields, North Devon"[65+, ABC1, Warmer, Devon]

"Sounds like something in the news"

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c) Food Chains Some were familiar with this term and the concept, describing it simply as ‘what eats what’. Those from the younger lifestage tended to have a more detailed understanding of this term, gained from their school education.

"Cows eat grass. That’s a food chain"[50-65, C2DE, Warmer, Coventry]

A number of respondents, however, also interpreted the term to mean something associated with Supermarkets (especially older and/or C2DE individuals). This term should thus be used with care, as the danger of a literal disassociation appears considerable.

“You immediately think of supermarkets, but in this discussion you mean what animal eats what animal etc.” [30-49, ABC1, Warmer, Southampton]

"Too many of those, don’t matter where you go nowadays, Sainsburys, TESCOs..."[65+, ABC1, Warmer, Devon]

3.3.4 Other Terms: Mixed Familiarity

a) EcosystemsMost of the respondents were unfamiliar with this term, and therefore struggled to define it correctly.

Some of the ‘warmer’ individuals were familiar with it, and related it to something associated with nature. Younger individuals (16-18’s) were the most accurate in their definition, having learnt the term at school. They, and a minority of others, typically described it as ‘different living things and how they interact’, and attributed it with a sliding scale of scope (e.g. small as a pond, or large as a rainforest).

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“We did that in biology, something about ponds and algae” [19-29, ABC1, Cooler, Coventry]

“An area that is self sufficient”[50-65, ABC1, Cooler, Cambs]

However, many others, even those who felt the term was familiar, gave vague guesses based on environmental issues they were aware of or their understanding of the prefix ‘eco’ (meaning broadly environmentally friendly). Others had never heard of the term before and had no idea what it might mean.

“The eco-warriors?”[30-49, C2DE, Cooler, Newcastle]

“Is it organic food??”[65+, C2DE, Cooler, Southampton]

"Natural sustainability, environmentally friendly"[30-49, ABC1, Warmer, Southampton]

"Solar panels?"[19-29, C2DE, Warmer, London]

Overall, ecosystems is likely to be an unhelpful term in the first instance. On discussion, however, respondents did grasp the idea of a natural system where small changes can have a large impact. Therefore, in the longer term it could develop into a potentially useful ‘metaphor’ to assist in the overall understanding of the concept.

b) BiodiversityWhile some were familiar with the term, nearly all respondents struggled to correctly define it. The nature of their definitions also suggested that it is not a term which they strongly connected with nature. The younger

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respondents again made the best attempts to define the term, describing it as a ‘mixture of things’, or ‘a spread of all the types of animal life’.

“It’s the variation in the natural living world”[16-18, males, ABC1, Warmer, Newcastle]

However, most had no idea, and many related it variously to ‘bio’ washing powder, alternative energy or features of a green lifestyle (e.g. organic food, reusing items).

“Finding resources from a different aspect; you’re diversifying from where you normally get it?”[65+, ABC1, Warmer, Devon]

“Is it washing powder?” [65+, C2DE, Cooler, Southampton]

“Is it a process, like cleaning up unleaded petrol?” [50-65, ABC1, Cooler, Cambs]

Biodiversity was not understood, and even when explained was still not engaging. While respondents understood that ‘variety is the spice of life’ and, as such, biodiversity might be important, the term lacked any real sense of benefit without providing extensive detail (which they found too boring).

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3.3.5 Other Terms: Least Familiarity

a) Ecosystem ServicesThis was a completely unfamiliar term, and proved to be baffling for most due to the lack of awareness of the term ecosystems. While many were at a loss to define it at all, some did manage to relate it to the management of something environmental, whereas others suggested it was associated with environmentally-friendly products.

“Building a forest or lake?”

[30-49, C2DE, Cooler, Newcastle]

“I would think of a forester or someone?”[30-49, ABC1, warmer, Southampton]

“Is it green electricity or wind power?”[50-65, ABC1, Cooler, Cambs]

“I really can’t think what it would be”[65+, ABC1, warmer, Devon]

"It could be things helping other things"[16-18, ABC1, Warmer, Newcastle]

For Ecosystem Services to become a useful term a significant degree of learning is required, therefore over time it may become more appropriate.

At present, however, it is meaningless and confusing and is likely to distance people from the concept.

b) Environmental ServicesThis term carried strong but inappropriate associations for these respondents. Most assumed Environmental Services referred to their Local Council services (such as recycling), or to actual job roles such as park wardens or road sweepers. As these incorrect associations were often

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negative in nature, this term appears wholly detracting and is therefore best avoided.

“It’s recycling and green bins”[16-18, Girls, C2DE, Warmer, Cambs]

“It’s recycling services”[19-29, C2DE, Warmer, London]

“It’s bin men and road sweepers”[30-49, C2DE, Cooler, Newcastle]

c) Nature’s ServicesAlthough this was another unfamiliar term, it was much more likely to be guessed and defined correctly. It also carried an inherent understanding that humans can gain or procure something from nature itself. In addition, the use of the term nature’s was helpful in nurturing associations with protection and actual importance of the natural world (especially for ‘warmer’ individuals)4.

“What nature provides us, anything we use like fuels or trees?”[16-18, Girls, ABC1, Cooler, London]

“The stuff we get from nature like fruit and oil”[16-18, ABC1, Warmer, Newcastle]

Not all respondents understood the term; some did guess at a renewable energy source, or other individual components of nature, and other respondents were still uncertain as to its meaning.

“I would think that means things you can harness naturally like wind power and water”[65+, ABC1, Warmer, Devon]

4 As detailed in Section 3.1 Nature, p. 33

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Overall, however, Nature’s Services appears likely to be a good choice for communicating the concept because it carries implicit positives that are helpful in understanding the concept.

d) Green InfrastructureThere was no familiarity with this term. Although some respondents were aware of the term ‘infrastructure’, this invariably led them to guess around the area of green/eco-friendly architecture (e.g. wooden buildings) or green transport ventures. Others guessed at the management of the countryside (e.g. maintaining forests).

“Something like the Eden Centre?”[19-29, C2DE, Warmer, London]

"Infrastructure to me is man-made. So this would be a constructed park or facility"[30-49, ABC1, Warmer, Southampton]

The combination of the two words caused confusion for some who could not equate ‘green’ with infrastructure/buildings. Other respondents simply had no idea what infrastructure meant.

“About planting more trees?”[16-18, Boys, ABC1, Warmer, Newcastle]

“Sounds political, like being taxed off the road to become more green”[65+, ABC1, Warmer, Devon]

As Green Infrastructure was wholly unfamiliar, and led to unhelpful guessing around the term infrastructure, it is likely to cause confusion or misinterpretation and is best avoided at this time.

3.3.6 Summary of Terms

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The term best used to describe the concept was Nature’s Services, as it was instinctively understood, and carried useful, positive associations.

Natural Environment emerged as the best term to use in providing context to the concept; although Nature can be used in areas of detail, especially where targeting ‘warmer’ individuals.

Specific terms such as Biodiversity, Green Infrastructure and the critical term Ecosystems, are too unfamiliar at present and probably best avoided, as they are likely to position the concept as ‘other’, boring and confusing.

Interestingly, most respondents described the concept in their own words, as ‘benefits we gain from nature’ which, although not sufficient in itself for a label, may be worth considering within actual descriptions for the concept.

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3.4 Reactions to Ecosystem Services Concept

3.4.1 Ecosystem Services Concept

Critically, there was not a comprehension issue for the basic concept. However, there was an interest and engagement issue which indicates the need for a focus on new information to explain why the issue is being raised.

a) AwarenessAlthough the majority of respondents exhibited a good awareness of the basic concept, it was also clear that it was of low consciousness. Two central points emerged as most familiar to them:

- that we benefit from nature by using its resources- that we can overuse or damage the natural environment, or its

resources, to some degree

"I’m aware of these issues, but it does not matter to me. It does not disturb my life"

[16-18, C2DE, Cooler, Devon]

Therefore, for many the basic principle was not in itself ‘new news’. “I think most people know about this damage already don’t they?”[30-49, ABC1, Warmer, Southampton]

“We’ve heard it all before, we’re exploiting the environment”[16-18, ABC1, Cooler, London]

There was, however, less familiarity with some of the more detailed, specific aspects of the concept (e.g. critical threshold limits, the range of services/benefits, regulating services, etc).

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b) ComprehensionGiven the level of familiarity, comprehension of the basic concept was also sound for most. Comprehension was certainly aided by the use of a simple, clear description5; although some care does need to be taken with the terminology6 as it can cause confusion.

“It’s about how nature works”[30-49, ABC1, Warmer, Southampton]

c) InterestThough generally considered an important issue, it was given a low priority by many. The level of familiarity with the over-arching issues actually served to decrease interest, as the ‘old news’ tag proved hard to shake off.

“A lot of people on the radio and TV talk about it, but most people like me don’t really give a toss. Yeah, you want a good world for the kids and that, but I live for the now really”[30-49, C2DE, Cooler, Newcastle]

"Are we that bothered? We read about it in the Sunday papers but by lunch time we’ve forgotten about it"[50-65, ABC1, Cooler, Cambs]

There was, however, also some acknowledgement of feelings of guilt as they admitted a lack of appreciation of the issues being discussed.

"It makes me feel ashamed reading this"[30-49, ABC1, Warmer, Southampton]

3.4.2 Basic Concept Description

5 See Section 4.2, p.45 6 See Section 3, p. 33

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Below is a simplified description of the concept that was put into research. It has been refined to avoid any unfamiliar terms and aid overall comprehension.

- The natural environment provides a range of benefits and resources- Such as clean water and air, food, regulation of the

climate, flood prevention as well as giving us things to enjoy outdoors

- Many of these nature’s services are fundamental to our existence and quality of life, yet we often overuse them and take them for granted

Across this audience, it was felt that further information was required to raise interest and engagement with the issue. Potential directions for this additional information are discussed in the following section.

3.4.3 Services/Benefits to Use

a) OverallThe services and benefits that were ‘top of mind’ for most respondents tended to be fairly specific (e.g. air, water, trees). Further examples are therefore needed in order to demonstrate that the benefits are much broader than people expect and to help increase their interest in the concept.

Specific services/benefits discussed in the research were of real interest to a wide range of the sample, and certainly helped to illustrate how the natural environment can benefit humans beyond their current expectations. These are described below.

b) Climate Regulation(Services/Benefits: Trees in woods, forests controls carbon in the atmosphere and helps reduce climate change)

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Although this was a fairly familiar benefit, a clear link to climate change was implicit and seen as very important because it is such a topical issue. This was also perceived as possessing a large-scale impact. Both points meant that most found information on this topic engaging.

“How woodlands and forests help deal with climate change grabs your eye, that’s really important right now”[19-29, C2DE, Warmer, London]

"We have to stop cutting so many trees, to take up the carbon in the atmosphere"[65+, C2DE, Cooler, Southampton]

c) Air Purification(Services/Benefits: Trees trapping dust, dirt and other contaminants in the air)It was clear that trees were highly appreciated, but this level of detail was totally new for many and served to reinforce pre-existing, positive associations with trees.

"I didn’t know the trees trap the dust like that"[30-49, C2DE, Cooler, Newcastle]

d) Flood Prevention(Services/Benefits: Woods, forests and soil regulates and slows the passage of water to reduce flooding)This issue was seen as very relevant for many of the respondents, and recognised as important by others due to the clear extent of damage to individual lives and livelihoods. The cost implications of this damage were either already top of mind or pertinent new information.

“It’s constantly on the news, seems to be happening more and more these days”[16-18, Boys, C2DE, Cooler, Devon]

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“It’s important as it’s getting worse as the years go by” [65+, C2DE, Cooler, Southampton]

e) Medicines(Services/Benefits: 80% of medicines are produced from natural resources like plants and fungi)As a direct health issue this was rated as important. However, the fact that so many medicines are derived from natural resources was also new and surprising information for many respondents, which acted to raise interest levels.

“You wouldn’t know so much comes from natural resources, and medicines are obviously really important to humans”[16-18, Girls, ABC1, Cooler, London]

“When you take a tablet you don’t think where it came from…and so that stuff about medicines and plants is interesting”[16-18, C2DE, Warmer, Cambs]

f) Health Benefits(Services/Benefits: From fresh air, natural green spaces and recreational activities that can be done there)As detailed at the start of this report, the physical and emotional health benefits of enjoying the outdoors were considered very important and were valued by many. Therefore although this benefit was more familiar to most it is worthy of focus as it is seen as a very tangible benefit in their own lives.

“It’s just healthier in the country isn’t it?”[19-29, C2DE, Warmer, London]

“It’s good to let the children have some fresh air”[30-49, ABC1, Warmer, Southampton]

g) Pest Control

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(Services/Benefits: From wildlife e.g. insect predators like ladybirds eating greenfly in the garden)This feature of an ecosystem was interesting for some, and the ‘warmer’ respondents voiced a current concern over the extensive use of pesticides, chemicals and their resultant pollution. For many others this was not a very well known issue, and some were confused about what this might refer to, but there was a general interest in understanding more about benefits in this area.

"We need to cut down on pesticides, as they get everywhere and kill wildlife"


“Pest reduction in London is important I reckon. You go some places around Hackney, the rats they’re massive”[19-29, C2DE, Warmer, London]

h) Habitats Supporting Wildlife(Services/Benefits: In woodlands, forests, rivers, grasslands etc)The essential provision of ‘homes’ for wildlife was recognised by most, and was seen as very important to sustain wildlife populations by the ‘warmer’ respondents.

"The habitats, supporting wildlife are very important"[30-49, C2DE, Cooler, Newcastle]

"We are probably seeing more of the mammals because their natural habitats are being eroded"


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3.4.4 Services/Benefits to Avoid

Certain services/benefits tended to create issues. Some carried negative associations which caused disconnection with the concept. Others unhelpfully diverted understanding and/or interest. Either way, these examples appear less useful to use in communications.

a) Water Purification(Services/Benefits: Peatland traps and removes contaminants from water and reeds act as natural filters)Interestingly, this service raised many questions about how our domestic tap water is purified, as many assumed that most of our water is cleaned and treated by man-made processes. The purity and cleanliness of both man-treated water and ‘natural’ water was often raised in debate, and proved one which could not be satisfactorily settled either way. Therefore, this topic was unhelpful as it triggered unhelpful discussion and added confusion, or was even dismissed out of frustration.

“It may have been purified, but then they add chemicals to it don’t they?”[65+, C2DE, Cooler, Southampton]

“But we pay our water rates for that service, so why should I have to be worrying abut that?”[30-49, C2DE, Cooler, Newcastle]

“I would not naturally think of wetlands, infact that rather worries me the thought of it going through a bog!”[30-49, ABC1, Warmer, Southampton]

“Tap water looks clean, but who knows what chemicals are in there?”[65+, ABC1, Warmer, Devon]

b) Tourism and Enjoyment(Services/Benefits: From wildlife or beautiful landscapes)

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For many this service was linked to the damaging exploitation of natural resources, thereby creating a negative focus. Tourism was not perceived as a legitimate benefit, especially when compared to the other range of benefits under discussion. In addition, economic benefit was either not ‘top of mind’, or not seen as really benefiting the local environment or community.

“In Spain too many tourists has ruined their coastline”[16-18, Boys, ABC1, Warmer, Newcastle]

“Tourism and enjoyment - we can do that anywhere, and we need to sort our climate out first really”[19-29, C2DE, Warmer, London]

“I see tourism as purely revenue creation, more economic than environmental”[30-49, ABC1, Warmer, Southampton]

c) Breeding and Feeding Grounds for wild birds and bird-watching opportunities(Services/Benefits: Biodiversity, enjoyment)For many these were niche interests and seen as ‘boring’, which ultimately made them off-putting.

“I walk to the woods with the kids, not sure if there is wildlife at all as I don’t watch birds or anything”[30-49, C2DE, Cooler, Newcastle]

“You hear the odd story about a bird, but I don’t go looking for them!”[19-29, C2DE, Warmer, London]

d) Commercial Fisheries(Services/Benefits: Biodiversity, food source)Commercial fisheries raised negative associations around certain fish being ‘bad’ for you (because they are products of this type of industry), and even brought out fears over food scares for some. Some were unclear as to

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whether commercial fishing was the harvesting of wild fish stocks or the rearing of domesticated fish in fish farms; but there were often associated concerns over commercial over-fishing. All these additional issues suggested that this topic tended to generate unhelpful debate which strays from the core concept.

“Is that like salmon farms? That’s like battery chickens; not good for you”[16-18, Girls, C2DE, Warmer, Cambs]

“Part of the problem there is that there are EU rules on fishing, but many countries ignore them”[65+, ABC1, Warmer, Devon]

e) Services from Peatland(Services/Benefits: Water purification, CO2 absorption, flood prevention)The nature of peatland was very unfamiliar and poorly understood by many respondents, and so understanding its regulating impact was difficult. It would require substantially more explanation to inform people clearly of how it works, but the level of detail required indicates it is unlikely to engage.

“What is peatland? I don’t get it”[30-49, C2DE, Cooler, Newcastle]

“Locking in CO2 into peatland, how do they do that?”

[65+, C2DE, Cooler, Southampton]

“Peatland – never even heard of it”[16-18, C2DE, Cooler, Devon]

3.4.5 Further Content: Damage/Loss

Other content from examples and case studies emerged as useful evidence for different audiences.

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a) Degree of DamageStrong warning messages, highlighting the degree of environmental damage and the current rate of change, did help to increase perceptions of importance and the tendency to engage further with the concept.

Higher levels of damage proved to be more impactful, e.g.- 60% of ecosystem services were being degraded or used

unsustainably- Wild Honeybee populations have dropped 25% since 1990

These examples of loss which specified the degree of damage were powerful influencers for most people, especially the older respondents.

“I didn’t realise the honey bee had dropped that much since 1990. That was a real surprise”[65+, C2DE, Cooler, Southampton]

b) Rate of ChangeExamples which presented more rapid change in recent years, and/or indicated that the rate of change may increase in the future made an impact on most respondents, particularly ABC1 and ‘warmer’ individuals. Examples included:

- The rate of extinction of the Earth’s animals s 1000x greater than normal

- UK bird species have seen dramatic falls since 1970- Over the past 50 years, humans have changed these ecosystems

more rapidly and extensively than in any comparable period of time in human history

“Reading all this makes me realise that we are taking nature for granted within our lifetime”[16-18, C2DE, Cooler, Devon]

“It’s happening now isn’t it?”

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c) Permanent Loss from Exceeding ThresholdsExamples of over-exploitation affecting both humans and nature also had impact, especially for ABC1 and ‘warmer’ respondents. Examples included:

- Over-fishing of Cod led to the collapse of an entire ecosystem and mass unemployment when fisheries were shut down

“There was a trawler the other day that caught 20,000 tonnes of fish! It was a record haul. That’s terrible”[65+, ABC1, Warmer, Devon]

3.4.6 Further Content: Cost

Most respondents could relate to, and were concerned by, cost implications - especially when they envisaged how this might affect their own lives one day.

a) Costing Me More MoneyThis risk of increased cost of goods and services was of concern for most respondents, e.g.

- if the number of pollinators continues to decline, the cost of fruit and vegetables could increase

- insurance costs of living in a flood-risk area

“Large costs do make you pay more attention”[16-18, Girls, ABC1, Cooler, London]

“It says how much it would cost if there weren’t any bees, which is what is happening in this country. So, I’m concerned in a way because we’d have to pay for this wouldn’t we?”[30-49, C2DE, Cooler, Newcastle]

b) Prevention Rather Than Cure

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This common-sense approach was readily agreed with by most respondents as a reason for action, e.g.

- it is much easier and cheaper to prevent pollution than to clean contaminated water as pollutants can be difficult to remove

“It’s easier to prevent pollution rather than to treat polluted water – this was an important thing to learn”[16-18, ABC1, Warmer, Newcastle]

c) Nature’s Services are not ‘Free Goods’This idea was fully accepted by most of the respondents, e.g.

- these are often regarded as free goods but they provide humans with benefits that would be very difficult or much more costly to duplicate

“Because of what humans are doing we are struggling with clean water”[65+, ABC1, Warmer, Devon]

“By being more responsible towards nature we’ll be more cost-efficient”[16-18, C2DE, Cooler, Devon]

3.4.7 Further Content: Solutions

A focus on solutions to reverse or limit damage was important in preventing perceptions of these issues being unmanageable. Furthermore, illustrations of ‘win-win’ benefits for both nature and society were genuinely appealing.

a) Ability to Reverse Impact or Limit DamageExamples that showed evidence of solutions tended to provide essential hope that something positive can still be done, either to limit or ideally reverse damage. These solutions proved an essential aspect of overall engagement. Specific examples tested included:

Eco-ParksSID 5 (Rev. 3/06) of 102

Reintroducing Wildlife such as otters Reforestation

“Hopefully things will change, and we are not doomed and we can reverse the damage”[19-29, C2DE, Warmer, London]

b) Overlap with Other BenefitsProjects that had broader aims beyond environmental benefit were welcomed by some as offering a more holistic approach. Benefits for local communities such as educational opportunities for local school children, social well-being benefits and activities that stimulated the local economy, were seen as important additions to an environmental project. There was some criticism of certain aspects being not ‘new news’, but they did prove popular examples with families and those over 50 years old. Examples included:

Eco-Parks are an educational space for school children to learn about nature

Idle Valley project

“It’s important to know about environmental projects that involve local people and have other benefits, like stimulating the local economy”[50-65, ABC1, Cooler, Cambs]

“You can see that if the project has educational, social gains, you can see why they’d want to do it”[30-49, C2DE, Cooler, Newcastle]

“Things like green gyms and healthy walking are surely being done automatically in most local authorities anyway? I don’t see anything unique here”[65+, ABC1, Warmer, Devon]

3.4.8 Category Terms

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a) Category Terms Of Use

There was no apparent need for the specific categorisation of services and benefits; in fact this potentially could cause further confusion. However, there was evidence of some benefit in drawing distinction between the different types of services, which again helped to highlight the breadth of benefit that humans do gain.

Some of the category terms explored did help clarify the rationale and benefits of certain services, and so could act as useful phrases to employ in more general descriptions. It is worth noting that use of the term ‘services’ in this context was actually less helpful, and so would be best avoided or replaced with terms such as ‘natural resources’, or ‘benefits from nature’.

“…essential to sustain human life”This was well understood by all respondents as constituting air, food etc, and was seen to be very important.

“Yeah, that means something. I like the word ‘sustain’”[19-29, ABC1, Cooler, Coventry]

“…enhance the quality of human life”Again, this phrase was well understood by all, though ‘quality of life’ was seen as a slightly overused phrase (and less important than ‘essential to sustain human life’). As discussed, benefits for quality of life were of real value in respondents day-to-day lives, although the range of the term could require some clarification as this was not always top-of-mind. The word ‘enhance’ was well liked.

“This one stands out to me”


“‘Enhance’ is a good word”

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[16-18, ABC1, Warmer, Newcastle]

“Basic resources” or “basic natural resources”These terms tended to be equated to things that humans actually need to live, such as air, water and food etc, and were therefore more likely to be associated with aspects that were commonly taken for granted.

“This is meaningful”[16-18, ABC1, Warmer, Newcastle]

“Without these you’ve got nothing”[30-49, C2DE, Cooler, Newcastle]

“Water? Food?”[65+, C2DE, Cooler, Southampton]

“…contributing to good physical and mental health”Though clearly understood by many and associated to well-being in general, it did cause some confusion for a minority who mistakenly related it to mental health services.

“That would be walking, taking it easy? Strolling through the forest”[65+, C2DE, Cooler, Southampton]

“This is important for the well-being of individuals”[19-29, C2DE, Warmer, London]

“…sustaining wildlife”This term was clear to the majority of respondents, and the use of ‘sustaining’ was easily linked to environmental conservation and protection. This term was perceived as being of high-value for those most interested in wildlife.

“This one is important to me”[19-29, C2DE, Warmer, London]

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4.8.6 “…recreational”Many did understand this term, but a minority were confused over its exact meaning. It was usually associated with outdoors activities, and while most did value this benefit at some level, it was perceived as slightly less important overall.

“I assume this means sports, walking, swimming etc… these add to your quality of life”[65+, ABC1, Warmer, Devon]

b) Category Terms: To Avoid

Other phrases that were tested did prove more problematic, and would be worth avoiding as they were generally poorly understood. This lack of comprehension usually led to confusion and tended to distance people further from the actual concept.

“Provisioning Services”The majority of respondents were unclear as to the meaning of this term. Some were familiar with the term ‘provisioning’, but many disliked the word, and could not grasp what was actually being provisioned.

“I don’t like this word, but it sounds important”[16-18, ABC1, Warmer, Newcastle]

“Don’t like this word, it sounds like they are keeping an eye something”[16-18, C2DE, Cooler, Devon]

“Providing something, but I don’t know what?”[30-49, C2DE, Cooler, Newcastle]

“Regulating Services”

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Again, the majority were unclear as to the actual meaning of this term. They often associated it with restrictions, controls and cutting things down, yet none associated it readily with nature.

“It could mean providing enough food, and not to exceed that”[65+, C2DE, Cooler, Southampton]

“Controlling something, isn’t it?”[16-18, C2DE, Cooler, Devon]

“This could be us getting charged for our bins”[65+, ABC1, Warmer, Devon]

“Supporting Services”This was widely misunderstood as meaning Social Support, the Social Services or something medical.

“Don’t understand what this might be”[16-18, ABC1, Warmer, Newcastle]

“You need a certain amount of badness to get the goodness out”[16-18, C2DE, Cooler, Devon]

“This obviously is helping old people, medical help. This country is becoming a country of old people”[65+, ABC1, Warmer, Devon]

“Cultural Services”Most respondents were unsure what this term referred to and had difficulty relating ‘culture’ to ‘nature’.

“Knowledge of wildlife and trees and birds?”[65+, C2DE, Cooler, Southampton]

“This doesn't mean anything to me”[19-29, ABC1, Cooler, Coventry]

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“These are up to the individual aren’t they?”[65+, ABC1, Warmer, Devon]

“Services Providing Balance in Nature”Little impact was made using this term. The words were well known, but when assembled in this particular expression their specific meaning was uncertain.

“Food chain?”[16-18, C2DE, Cooler, Devon]

“Years ago, farmers fields used to have balance didn’t they? They used to have crop cycles; they don’t have that anymore do they?”[65+, ABC1, Warmer, Devon]

“Natural Processes”This was only correctly understood by a minority, whereas many others guessed at a highly specific level what these processes could be.

“This involves nature and the way things grow”[16-18, C2DE, Warmer, Cambs]

“This is like thinning out the trees for their own good, not for our good”[65+, C2DE, Cooler, Southampton]

“How a tadpole goes into a frog”[16-18, C2DE, Cooler, Devon]

“Services Benefiting the Economy”This was both unclear and tended to raise unhelpful, new issues (such as generating money for the Government from the environment).

“This depends on the target audience, doesn’t say much to me”[16-18, C2DE, Warmer, Cambs]

“A lot of the trouble we have now is because of greed”[19-29, C2DE, Warmer, London]

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3.5 Perceptions of Government Responsibility

3.5.1 Government Responsibility

The majority believed that the Government are failing to deliver on the environment, and this was coupled with an expectation that much more needs to be done to tackle the issues at hand.

a) Government FocusPerceptions were fairly cynical. The general view was that the Government are fairly inactive with regards to the environment, and consequently very little is being achieved. Many noted that they hear a lot of commentary in the popular media about environmental problems, but there is little visible activity in actually tackling them.

“Not doing enough, it’s all words and no action”[19-29, ABC1, Cooler, Coventry]

“Politics is all about arguments. Do it like this, do it like that. Nothing will happen”[65+, C2DE, Cooler, Southampton]

“Not very much really, too busy fighting wars”[16-18, C2DE, Warmer, Cambs]

“Government needs more focus. They will have to do more in the future whether they like it or not”[50-65, C2DE, Warmer, Coventry]

“They talk a lot, but they don’t do a lot. They want to come across as green, but are they?”[30-49, ABC1, Warmer, Southampton]

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b) Government ActionMany respondents did pass comment on current taxation policies, but few were convinced these are beneficial. For example, the Congestion Charge was mentioned as a ‘green tax’, but was perceived to be more of a way of raising money as opposed to actually reducing pollution, being diverted directly into the Government coffers.

“But the money from aviation tax goes to the general ‘pot’; it’s not ‘paying back’”[30-49, ABC1, Warmer, Southampton]

Some did cite specific policies, which were seen as taking steps to protect the environment (tended to be well informed, ‘warmer’ respondents). These included preventing further encroachment into the green belt, tree replacement policies and the encouragement of renewable energy technologies. This activity was felt to indicate a gradual change in policy, but was viewed more positively.

“They are responsible to their electorate, so they are obliged to do what they can”[65+, ABC1, Warmer, Devon]

However, respondents also claimed to see evidence of a lack of change and conviction on part of the Government, and if anything this was most ‘top of mind’. To substantiate these claims, they cited the lack of restrictions on big business, the unchecked amount of supermarket packaging, the popularity of 4x4s, increasingly expensive public transport, expansion of Heathrow airport, increased building in towns and cities, and the reduction in open spaces.

“They are expanding airports, roads and buildings. Nowadays they get your opinion, but they still go ahead and build it anyway”[19-29, C2DE, Warmer, London]

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“Government are making the right noises but they have to stop supermarkets producing all this packaging and make public transport next to nothing”[30-49, ABC1, Warmer, Southampton]

3.5.2 LA/Council Responsibility

There was noticeably less overt criticism directed at Local Government than Westminster, predominantly because local authority policy was being noticed in local regions.

a) LA/Council FocusThere was a perception that slightly more was happening locally than nationally. This was aided by more ‘visible’ environmental activity, most notably recycling schemes. However, the general opinion shared by the majority of respondents was that this was not enough and that much more was still required.

“Recycling is quite good”[19-29, C2DE, Warmer, London]

“I don’t know much about what our local government does, but I think there is more that can be done, especially with this expensive public transport”[16-18, Boys, ABC1, Warmer, Newcastle]

“They could put recycling bins in more places around town centres”[19-29, ABC1, Cooler, Coventry]

b) LA/Council ActionLocal recycling schemes remained the main focus of known activity for most respondents. To them this represented care for the environment, though there was some disquiet concerning differences in provisioning across all areas of the country.

“Everyone is encouraged to recycle these days and it’s made easier for you with council services but more needs to be done”

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[16-18, Girls, ABC1, Cooler, London]

“They do try with the recycling, but is it being done everywhere? It’s no good if it’s just being done here. Otherwise, what’s the bloody point in just us doing it then?”[30-49, ABC1, Warmer, Southampton]

The ‘warmer’ were more likely to cite other local initiatives they were aware of, such as the promotion of parks and green spaces, increased cycle routes, the development of nature reserves and other protection and rehabilitation projects.

“Parks are being better looked after and better promoted to get people out and about”[19-29, C2DE, Warmer, London] “They have done quite a bit where we are. They’ve cleaned up and preserved the wagon ways, and have preserved a pond where there are some newts”[30-49, C2DE, Cooler, Newcastle]

There was some concern in more rural areas about Local Authorities being overridden by Central Government in areas of legislation and enforcement of environmental issues, particularly with new home building. The perception here was that Westminster overrules local planning decisions, all too often to the detriment of the local environment.

“Often local plans need finance from central government, if not then nothing happens”[65+, C2DE, Cooler, Southampton]

“All too often the local council says something and then central government overrides it”[65+, ABC1, Warmer, Devon]

“Prescott is saying we have to have all these new homes”[30-49, ABC1, Warmer, Southampton]

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3.5.3 Expected Government Action

a) OverallGiven the disparity between the level of concern expressed in the media and the level of perceived response by Government, many respondents were left with a sense of diminished importance (especially those ‘cooler’) or helplessness (especially those ‘warmer’) regarding current Government action. There was a widely-held belief that Government and ‘big business’ need to take more responsibility in the situation.

“The Government needs more policy on how the environment is treated”[16-18, ABC1, Cooler, London]

“There needs to be a powerful group to make the government do these things”[50-65, C2DE, Warmer, Coventry]

“The Government have to cow-tow to big business, and the EU and the electorate…so it's all very difficult”[65+, ABC1, Warmer, Devon]

“I just think that we are the little people really. The government need to address this. It makes me feel totally powerless”[30-49, C2DE, Cooler, Newcastle]

At the other end of the scale, some ‘warmer’ respondents did accept some level of personal responsibility, and they also voiced a strong need for ongoing education and further information about what can be achieved by individuals within their society.

“I think the government are making the right noises, but they have to give us the tools”[30-49, ABC1, Warmer, Southampton]

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It was clear that movement at the Government and big business level would be seen as real evidence that these issues do need to be taken seriously by all of society. A stronger and more consistent line from Government would also be helpful in encouraging engagement and mobilisation within the topic generally.

b) TaxesPerhaps unsurprisingly many respondents did reject the suggestion of further taxation on themselves to help protect the environment. Most believed that they were taxed enough as it was, and there was cynicism that their money would actually find its way towards funding environmental issues, without being siphoned off elsewhere.

“We’ve got enough taxes now” [65+, ABC1, Warmer, Devon]

“It always comes down to working people like us, the taxpayers”[30-49, C2DE, Cooler, Newcastle]

“It’s not about where it goes, but where it comes from”[30-49, C2DE, Cooler, Newcastle]

However, there was a greater acceptance of ‘green taxes’ for ‘choice behaviour’ which could be seen as penalising those who damage the environment. The case here was strengthened when they can clearly see this raised revenue being put to a good environmental cause. A prime example is the taxing of 4x4s, or petrol.

“I’d rather it went to something like this, which I actually care about”[16-18, ABC1, Warmer, Newcastle]

“It should be statute that if a town has a congestion charge then every penny has to back to the environment”[30-49, ABC1, Warmer, Southampton]

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“I think a green tax is inevitable, but unfortunately taxation is something that is becoming more and more foisted on us; we are taxed in all kinds of ways without us realising it.”[65+, ABC1, Warmer, Devon]

c) Taking Funds from ElsewhereThis option proved to be a problematic one for most respondents. There was both concern and rejection from many about taking money from critical areas, such as Education and Health, and only Defence/Foreign policy was singled out for such treatment. The topic also provoked considerable criticism about inefficient and inappropriate department spending, especially on immigrants and welfare ‘scroungers’.

“Definitely not from health service or education, but they can stop spending so much on the war”[19-29, C2DE, Warmer, London]

“All these departments need to be tightening up. Too many chiefs and not enough Indians”[30-49, ABC1, Warmer, Southampton]

“What about all the money we waste on those people who don’t work?”[65+, ABC1, Warmer, Devon]

d) Decision-makingMost respondents expected the Government to take the environment into account when making decisions, but again they were cynical about how and why this was actually achieved. There is a danger this is more likely to be seen as lip-service than real action. Therefore, the idea is accepted as an ideal, but many still question if it will ever be genuinely put into practice.

“We have a case today where the government has been very heavily criticised over the lack of debate over our future power sources – not the actual decision, but the lack of a consultative process”[65+, ABC1, Warmer, Devon]

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“Threatening people doesn’t work, it’s got to be a carrot and stick, and education is the key”[50-65, C2DE, Warmer, Coventry]

“They should all start talking together. At the moment things come from central government down, and local government try and work with a policy that has been dictated from Brussels or Whitehall; and there is no debate as such at a local level. A greater consensus of opinion is needed to accept that this is the way to go”[65+, ABC1, Warmer, Devon]

* * * * *

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APPENDICES

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Define Research & Insight LtdColton HousePrinces AvenueLondon N3 2DB(t) 020 8346 7171 (f) 020 8343 1943

Interviewer name/numberJob number 1587Questionnaire numberCard number

COI / DEFRA - RECRUITMENT QUESTIONNAIRE

Subject: Eco-systems

Interviewer: ______________________________________________________________________

Respondent _____________________________________________________________________

Address: ________________________________________________________________________

___________________________________________Post Code: ____________________________

Tel.___________________ (Hm) ___________________ (Wk)______________________(Mobile)

Please note method of recruitment: (tel/f2f/snowballing/list) ………………………………………..Q1. Do you or any of your close friends or relatives work in the following occupations?Market Research 1 – CLOSE Journalism 2 – CLOSE Advertising 3 – CLOSE Marketing 4 – CLOSE Television 5 – CLOSE Public Relations 6 – CLOSE Environmental agencies/organisations 7 – CLOSE Environment charities 8 – CLOSE

Q2. Have you ever taken part in a market research depth interview or group discussion on any subject?

YES 1 When was this?__________________________________________________________What subject? ___________________________________________________________

NO 2 CLOSE -> IF TOOK PART IN ANY MARKET RESEARCH IN LAST 6 MONTHSCLOSE -> IF ATTENDED ANY MARKET RESEARCH AT ANY TIME ON

SIMILAR SUBJECT

MALE 1 FEMALE 2 CHECK QUOTAS

AGE……………………………………………………….. WRITE IN AND CHECK QUOTAS

OCCUPATION/WORKING STATUS (note if student or retired)

__________________________________________________ WRITE IN AND CHECK QUOTAS

A B C1 C2 D E CHECK QUOTA

ETHNICITY White 1Black (Afro/Caribbean) 2

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South Asian (Indian/Pakistani/Bangladeshi) 3 Other ……………………………………… 4 (CHECK WITH OFFICE)

Q1 (a) Which of the following describes your current living status?

LIVING STATUS

SingleMarried/Co-Habiting without childrenHave child (ren) under 10 years living at homeHave child (ren) over 10 years living at homeHave Child (ren) grown up and living away from home

CHECK QUOTA

Q1 (b) Which of the following describes who you live with?

HOUSEHOLD STATUS

I live aloneI live with friendsI live with my own parentsI live with my partner onlyI live with my partner and child(ren)I live my child(ren) only

CHECK QUOTA

Q2 a) Do you (or your parents for 16-18s) own your home, or do you rent?Own home-------------------------------------1 Rent home privately-----------------------2Rent home from Council/Hs Assoc--3 Other (e.g. live in parents home)----------------- 4

CHECK QUOTA

THE FOLLOWING CODES APPLY FOR SEGMENTSG = GREENSCwC = CONSUMERS with a CONSCIENCEWF = WASTAGE FOCUSEDCC = CURRENTLY CONSTRAINEDLTR = LONG TERM RESTRICTEDBC = BASIC CONTRIBUTORSD = DISINTERESTED

Q3 (a) How interested are you in information about the environment?Not at all interested-----------------------1 Vaguely interested-------------------------2 Sometimes interested, depends on subject 3 Very interested------------------------------4

Q3 (b) How often do you try to find information about the environment?Never/hardly ever--------------------------1 Rarely-------------------------------------------2 Sometimes------------------------------------3 Frequently-------------------------------------4

FOR BOTH Q3 (a) and (b)G – code 4CwC – code 3

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CC – code either 2 or 3 WF – code either 2 or 3 LTR - code either 2 or 3 on 4a) and either 1 or 2 on 4b)BC – code either 2 or 3 on 4a) and either 1 or 2 on 4b)D – code 1

CHECK QUOTA

DO NOT ASK THIS QUESTION TO 16-18 year olds??

Q4. Which of the following would you say most closely describes your attitude and behaviour towards the environment?

Recruiter to interchange male/female names as appropriate to respondent.

Jane thinks of herself as really rather green. She has made changes within her home to make sure she uses as little energy as possible and is very careful about the amount of water she uses. She has been recycling for many years and makes efforts to recycle things that aren’t collected from outside her home by visiting her local recycling centre to recycle cardboard and plastic. Jane owns a car but it is very fuel efficient and she tries to use alternatives such as public transport and walking whenever possible. She thinks about the environment quite a lot and is very concerned about the impact humans are having on our planet. She believes that people should take a level of personal responsibility to protect the environment where they can. [Greens]

David has concerns about the environment and wants to act responsibly and therefore does a lot of little things to be environmentally friendly. However, he finds it harder to make bigger compromises like reducing his use of the car or flying less often and so feels a bit guilty about that. He does what he can in the home like recycling, installing energy and water efficient products and tends to buy more environmentally friendly products where he can such as organic produce, environmentally friendly cleaning products and less imported food products. He is concerned about the environment but feels it is one of many important issues that he considers in his life. [Consumers with a conscience]

June is particularly concerned about how wasteful people are these days and the consequences excess waste has on the local environment. She thinks it is important to use things in moderation and is concerned about the amounts of rubbish we produce, lack of recycling, littering and pollution. She is very careful with the amount of energy consumed in her home so will keep the heating on less or the thermostat down, turn lights and appliances off and so on in order to keep bills low and not waste energy. She feels that people should recycle and reuse items plus buy second hand and give away unwanted items. [Wastage Focused]

Jack is quite concerned about the environment and thinks it is important to try and be green these days. He therefore does do some things to help, but finds that other things tend to get in the way of doing too much in this area. He feels that he is not in a position to do too much at the moment as he doesn’t have a lot of money or time and living in rented accommodation with friends makes it harder to get things agreed in the house. He feels a bit guilty about not doing as much as he think he should, but aims to do more in the future when his circumstances change. Given that money is tight he doesn’t really use a lot of energy or water and doesn’t drive or fly abroad much so he feels he isn’t contributing too much to damaging the environment. [Currently Constrained]

John is concerned about the environment and does his bit to help. He doesn’t go out of his way to do things for the environment that most people don’t do as he doesn’t think it’ll make a difference, but he does do things like recycling the items that are

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collected outside his home by the local council. He thinks people ought to make some sort of effort to help but feels that it is really down to Governments to sort these sorts of problems out and that individuals can only do so much. [Basic Contributors]

Sue does have some concerns about the environment but doesn’t think that much about it and doesn’t really think there is much she can do to help. She also doesn’t really have the money or time to be doing a lot, but because she has to be careful with her money she doesn’t own a car, go abroad on holiday or use that much energy/water at home, so feels better that she isn’t contributing too much to damaging the environment. [Long Term Restricted]

Peter is not very interested in issues about the environment. He doesn’t really think about the environment, for him it is fairly low in his priorities as he’s got too many other things to think about. He doesn’t feel personal responsibility or any moral obligation to help protect the environment. He thinks that it’s all a bit complicated and at times gets a bit fed up of hearing about what we should do to save the planet and that people should be free to lead their life as they choose. [Disinterested]

FOR 16-18s only

Q5. How concerned would you say you are about the environment?

Not at all concerned 1Not very concerned 2Slightly concerned 3Concerned 4Very concerned 5

Warm to very warm – code 4 or 5Luke warm to cold – code 1, 2 or 3

Q6. How much, if anything, would you say you do at the moment to be environmentally friendly? PROMPT if necessary with recycle, buy second hand products, reuse items, give your unwanted stuff to friends or charity, buy environmentally friendly products e.g. recycled stationary, turn off electric appliances like TVs and not leaving them on stand-by, turn off lights, have showers not baths, not leave taps running etc

Nothing/not much at all 1A few things 2Some things 3Quite a lot 4A lot 5

Warm to very warm – code 3, 4 or 5Luke warm to cold – code 1, or 2

Thank you very much

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DISCUSSION GUIDE: ECOSYSTEM SERVICESGroup Discussions

N.B This Guide indicates the areas to be explored in the discussion, the likely order in which topics will be covered and the kinds of questions and techniques which may be used.

Not all respondents will respond to the same level of language or explanation. While the questions below detail how we intend to cover topics in our own ‘language’, efforts will be made to meet the communication needs of those interviewed. The guide may also be revised in light of findings through the course of the fieldwork

Stimulus Materials required: - Cards of services/benefits for value section- Cards of terms to explore- Ecosystems outline concept boards- A4 Handout of ecosystem services and benefits- List of ecosystem service category labels- A4 handouts of examples/case studies- Magazines for tear outs

Introductions / Warm up (5 mins)

Moderator Moderator to introduce self, explain the process of market research to respondents and the format of the interview/discussion

InformExplain we are going to be talking about the natural environment, how they use it and their attitudes towards nature. Explain there will be some questioning and also we will be showing them some ideas and asking them to complete some small tasks.

Warm upIntroductions covering name, family status, working status and any main hobbies/life interests

Current relationship with the natural environment (10 mins)As an introduction, we are keen to understand as much as we can about the respondents’ current use and enjoyment of the natural environment in order to understand how they perceive it and what they value about it.

Tell me a little about any time you spend outdoors in green/natural spaces. Think about your daily life, weekends and holidays.Where do you go?What do you do?How much time do you spend doing that?Who else do you do that with?What do you like about doing that/going there [Briefly]

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Projective exercises re natural environment – rotate order /alternate across groups Free Association: If I said ‘natural environment’ or ‘nature’ what would

you think I was describing? [Rotate order these terms explored across groups and write responses on post-its]What words/colours/images come to mind?What would you say makes up the natural environment/nature - what are the different components? [Write on post-its. If struggling tell them it could include things like plants, animals, the air, water, sea, birds, rivers, living things, soil, land, the weather, landscapes, humans. Ask what term they would use to describe these things?]Which of these would you say are most/least important to you? Why? [Ask them to write this down individually and then discuss]

ONLY USE some grps e.g. mini-grps/where needed for prompting Tear Outs: Look thorough these magazines and tear out any pictures,

words, images that show how you feel/your interaction with the natural environment/nature – so this can be things you do or things you like to do or things you value most about the natural environment. Once images selected – ask why each image selected?

Overall what would you say you enjoy most about the natural environment?What would you say you don’t use/enjoy about the natural environment?

Value of environmental/ecosystem services (10 mins)In this section we will explore specific use of current ecosystem services and seek to understand their relative perceived value prior to discussing the concept in order to evaluate current behaviour and views

Moderator to explain that we have listed on cards a variety of aspects/benefits of the natural environment that they might use or appreciate, some of which we may have already discussed in the previous conversation; (see appendix A for list) Group these into 3 piles in terms of their importance to you – important,

not that important, not at all important.Explain why you have grouped them in this wayWhy are these most/least important to you?How much effort do you make to access/use these? [Explore willingness to travel, time invested to access/use]

Awareness/understanding of environmental limits (10 mins)In this section we would explore perceptions of the state of the natural environment prior to discussing the concept in order to evaluate current awareness and understanding

Moderator to note that if discussion focuses on climate change/global warming then try and move respondents on to the natural environment i.e.

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aspects of the environment like plants, trees, animals, birds, water, air, land etcIn discussing the local environment people may well start focusing on more ‘man-made’ aspects (local environmental quality) like graffiti, litter etc. This should be recorded but discussion should be steered towards state of natural environment where possible. How would you rate the state of the natural environment in the world?

(Briefly explore headline comments here but focus discussion on UK/England below) How about in England/UK? Why?

Would you say our natural environment is improving/declining? In what ways?What things concern you most about the state of the natural world in your local/national environment? How do you know about that?What do you think are the causes of these changes? [Explore human impact or natural changes or both]What sorts of human activity do you think might be damaging/improving the natural environment? [If struggling prompt with population growth, housing, farming, recreation, holidays/tourism, transport, economic growth, Government policies etc -NB we don’t want an in-depth exploration of each issue]In what ways do these damage/improve the natural environment?What impact will/have these changes have/had on our lives? [Use public health, wildlife, tourism etc. as prompters if necessary]How soon do you think the world/the UK/you will be affected? [Explore already happening, 5 years, 10 years, 50 years, 100 years etc]How concerned are you about this?

What impact do you think these changes might have specifically on the aspects of the environment that you say are important to you (those discussed in previous section)?How soon do you think they will be affected? How concerned are you about that?What difference would that make to your life?

To what degree do you think the natural environment can adapt/respond to pressure placed upon it? [Note whether they generally feel the environment can respond or not and if they are aware that too much damage causes it to collapse]

Awareness/terminology of Ecosystems (10 mins)At this stage we would seek to understand awareness and understanding of ecosystem services and related terms

What terms/words do you know or have heard that describe things to do with the natural environment/nature?Anything else?

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Moderator to then show specific terms (ecosystems, biodiversity, extinction, ecosystem services, environmental/nature’s services, green space, green infrastructure and food chains) on cards. [Also listed in Appendix B]

Note to moderator - we will have definitions of these terms for our own knowledge but will not show them to respondents for reaction. If any term is unknown then moderator to explain simple meaning at the point in discussion where the word is used in the stimulus e.g. in next section on the outline concepts or the case study section (adapt explanation to knowledge of the specific group).

Show terms one at a time – rotate order these are shown across groups Have you heard of this word before? For those terms they have not heard of:

What would you guess this term means/relates to/any associations you have with this at all?

For those terms you have heard of:What do you think this term means/relates to/any associations you have with this at all? [Explore all understood meaning/associations]How do you know that?Where have you come across this term?

Reactions to outline concept of Ecosystem services (20 mins)This section aims to introduce the concept of ecosystem services in a number of brief and simple ways to explore initial reactions to the general concept and understand first impressions, levels of engagement and potential hooks for interest, as well as the best ways for it to be communicated

Moderator read out one outline concept description from outlines 1-4 (see appendix C for list)Rotate order these are presentedNote language used and focused on by respondents throughout discussion

What are your first reactions to this?How familiar are you with this idea? Is this something you had heard of/thought about before? Where have you come across this idea before?What do you think when you read that? How does it make you feel?How important is this issue to you?What if anything concerns you about it?What aspects of this are you most/least interested in? Why?If you had to describe that in your own words what would you say?What else do you imagine this is referring to? What examples can you think of that this might cover?

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Repeat above for other 3 outlines

Overall, which of these descriptions do you find most interesting/thought provoking?Why?What specific language/phrases/ideas?What is least interesting? Why?

Reactions to specific ecosystem services and benefits (20 mins)We would explore a range of services and benefits to see to what degree these aid understanding of the breadth of ecosystem services and explore levels of interest/engagement with each area of services

Moderator show list of services/benefits and related aspect of ecosystem (see appendix D for list).Handout the table of services/benefits on A4 paper to each pair

Looking at this list which:Of these help to explain the idea/make it clearer to you at all?Are most/least interesting to you? Why?Seem most/least important? Why? [Explore which raise concern or perceived value]

Moderator to note how responses compare to previous importance grouping of services in value section and question why any differences arise

Why do some of these seem more/less important to you now? What has made the difference? [Note specific aspects of description/understanding of the concept that has impacted on their views]

In order to further ascertain themes that motivate people we will also show a list category labels to distinguish which have more connection/meaning for respondents. If this adds little to the debate then moderator will move on to the case studies/examples.Moderator to briefly show possible category labels for ecosystem services from a list (see appendix E for list) – show on A3 board or handout A4 versions of the list to pairs

Which of these are meaningful/helpful descriptions of some of the services we have been talking about? Which of these help you to start to group some of these services/benefits together?Ask them to think individually about 3-4 examples that seem interesting/important and then discuss these as a groupWhich seem more/less interesting to you? Why?Which seem more/less important? Why?

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Case studies/ examples and angles/approaches (15 mins)These will be used as appropriate in the discussion to highlight certain points, bring aspects to life and to test which approaches or areas of content have most meaning/interest for respondents

Moderator to note any language used when respondents play back views

Pair up respondents and hand out either case studies/examples of ecosystem services/protection of ecosystem services (see appendix F and G for list) or angles/approaches (see appendix H for list). Rotate order explored across groups. Give each a pair or individuals if appropriate a different example(s) to read. Ask them to write down their first impressions and tick language/phrases they find interesting/important and circle those they do not understand/find interesting/think are important. Then go round group and ask them to briefly summarise the aspects of interest/importance.Moderator note if prompts consideration of future implications, levels of concern, personal behaviour etc

What, if anything, about that story/example interests you?How important do you think this is? Compared to the other things we’ve talked about?How does reading that make you feel?What, if anything, helps to make the idea of ecosystem services clearer to you?What is this saying? [Note specific phrases, words they use]

Repeat above for the angles/approaches or case studies/examples – giving out each pair/individuals a different one to read and comment on as above. Then discuss as a group as above.

Overall, what impression do you have of ecosystem services now? Why?How would you rate the importance of ecosystem services in England? Why?

Government activity/responsibility/role (15 mins)In this section we would aim to get a sense of respondent views about current Government activity and responsibility in this area and explore how respondents feel the Government should consider the issue in its decision making

How much focus do you think the Government places on the natural environment?Why do you say that?How would you say it compares to 1/5/10 years ago?

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What do you think the Government is doing to protect or enhance the natural environment? [Spontaneous then explore legislation, taxing, showing international leadership]What about anything your local council/local authority are doing in your local area?

Overall, how much more/less would you say the Government/local councils need(s) to be doing for the environment than it currently does?

What do you think the Government/local councils should do to protect/enhance the natural environment? Spontaneous then explore the following:

What do you think of the idea of the Government/local councils taking the environment more into consideration when planning/making new decisions (e.g. where to put a road, how much green space to put in a new town etc)?

How important is this? Why? What impact would this have?What about raising taxes (on business, the public) in order to

spend more on the environment?Why? What impact might this have?Spend less on other areas of Government business (such as health, education, transport, welfare, housing) in order to spend more on the environment?

Wrap up, thanks and close

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Stimulus Appendix

A. List of ecosystem services/benefits to use in value section[All to be placed on individual cards]

green space and countryside for walking green space for sports natural environment for peace and tranquillity natural environment for bird watching natural environment for health benefits natural environment for its beauty natural environment for water activities natural environment for cultural/historical reasons natural environment for social benefit (e.g. with friends/family) to see wildlife to hear birds sing having a garden trees clean air clean water medicines from natural sources food from nature (e.g. fruit, vegetables, meat, fish) flood prevention/protection timber/building materials pest reduction/regulation, etc.

B. List of terms[All to be placed on individual cards]

Ecosystems Biodiversity Extinction Ecosystem services Environmental services Nature’s services Green space Green infrastructure Food chains

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The following definitions will be presented to respondents where necessary as the concept is explored to clarify meaning

Ecosystems - functioning interdependent grouping of living things existing in equilibrium with their physical environment

Biodiversity - biological diversity or biodiversity is the living component of the natural world and embraces all plant and animal species and communities associated with terrestrial, aquatic and marine habitats. It also includes the genetic variation within species. Wildlife conservation generally aims to maintain and enhance natural biodiversity.

Extinction - is the cessation of existence of a species or group of taxa (grouping of organisms) Ecosystem services are processes by which the natural environment produces resources useful to people, akin to economic services. They include:- Provision of clean water and air - Flood control - Pollination of crops - Mitigation of environmental hazards - Pest and disease control - Carbon sequestration - Aesthetic, cultural and ethical values associated with biodiversity.

Nature's services - is an umbrella term for the ways in which nature benefits humans, particularly those benefits that can be measured in economic terms.

Green spaces - land use designation used in land use planning to retain areas of largely undeveloped, wild, or agricultural land surrounding or neighbouring urban areas. Similar concepts are green belt or greenbelt, greenways or green wedges which have a linear character and may run through an urban area instead of around it.

Green infrastructure - is a strategic, interconnected network of multifunctional open spaces which can contribute to a high quality natural and built environment that bring many social, economic and environmental benefits to local people and communities. Spatially, 'green infrastructure' can span the continuum from urban centres to the suburban and through to the wider countryside".

Food chains, food webs and/or food networks - describe the feeding relationships between species within an ecosystem.

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C. Ecosystem services concept outlines[Each to be written on A3 board without any title]

1. Factual The natural environment is a provider of a wide range of environmental services Such as clean water and air, healthy food, and beautiful landscapes However, in many areas the natural environment is in poor condition, reducing the quality

of these environmental services Ensuring that future generations can enjoy nature and England’s landscape means that we

must significantly improve the protection and management of what we have today so everyone can benefit from the services it provides

2. Factual Everyone in the world depends completely on Earth’s ecosystems and the services they

provide Such as food, water, helping control disease, regulating the climate as well as giving us

things to enjoy like beautiful scenery Over the past 50 years, humans have changed these ecosystems more rapidly and

extensively than in any comparable period of time in human history Largely to meet rapidly growing demand for food, fresh water, timber, fibre and fuel This transformation of the planet has provided benefits for human well-being and economic

development But these gains have damaged many ecosystems and the services they provide (in a recent

study 60% of ecosystem services examined were being degraded or used unsustainably). They have also increased poverty for some people

Another study looking at change in world ecosystems found sharp declines since 1970 with forests having shrunk by 12%, ocean biodiversity declined by 33% and freshwater ecosystems reduced by 55%

The challenge is to reverse this damage of ecosystems whilst meeting increasing demands for their services. This can be done but it needs some significant changes to be made

3. Factual Ecosystem services are the processes by which the natural environment produces

resources that sustain and fulfil human life Things like clean water, timber and pollination of crops and wild flowers Many of nature’s services are fundamental to our existence and quality of life, yet we often

overuse them and take them for granted

4. Questioning Have you ever considered that the glass of clear, cold water from your tap may have been

purified for you by wetland or perhaps the root system of an entire forest? And that trees in your garden work to trap dust, dirt and harmful gases from the air that

you breathe? And the medicine you take to ease the pain of an illness came to you from nature’s

warehouse of services? Natural ecosystems give services that human life depends on But unless human activities are carefully planned and managed, valuable ecosystems that

provide these services will continue to be damaged or destroyed

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D. List of ecosystem services and benefits[Table to be shown on A4 handouts]

What is it? What it gives?Service /Benefits

Woodlands and forests Climate regulation(Controls carbon in the atmosphere and helps to reduce climate change)

Woodlands and forests Flood prevention(Slows the passage of water through them and can significantly reduce flooding )

Woodlands and forests TimberWild pollinators e.g. bees, butterflies

Pollinate crops/food e.g. apples and wild flowers

Peatland Climate regulation(Locks in large volumes of CO2 , which if released could increase climate change )

Peatland Water purification(Traps/removes contaminants from water)

All habitats (woodlands, forests, rivers, grasslands etc.)

Support wildlife populations

Wildlife- variety of animals, plants etc.

Tourism and enjoyment

Wildlife e.g. insect predators Pest control (e.g. ladybirds eat greenfly)Variety of plant life, fungi, and bacteria

Medicines and cosmetic products

Variety of plant life e.g. crop species

Resilience from disease

Soils Crop production(Provides nourishment and nutrients for plant life)

Soils Flood prevention(Regulates flow of water and rainfall in the soil cycle)

Soils Waste decomposition and disposal(by soil micro-organisms)

Rivers and the sea Breeding grounds for commercial fisheriesRivers and the sea Recreation (e.g. water sports) and transportWetlands and marshes Flood protection

Wetlands and marshes Breeding and feeding grounds for

wildbirds, birdwatching opportunitiesWetlands and marshes Water purification

(e.g. reeds act as natural filters)Natural green space Health benefits Natural green space Recreational activity e.g. walking, sports

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E. Potential category labels for Ecosystem services [Shown in a list on A3 board]

Those services that are essential to sustain human life Basic resources Services for basic human survival Provisioning services Services providing food Regulating services Natural processes Supporting services Services providing balance in nature Those services that enhance the quality of human life Cultural services Recreational services Services providing educational benefits Services contributing to good physical and mental health Services sustaining wildlife Services benefiting the economy

F. Specific Case Studies/Examples to illustrate ecosystem services[Each to be written on A4 without numbering]

1. An ecosystem service - Natural water purification Pollutants such as metals, viruses, oils, excess nutrients and sediment are processed and

filtered out by soil particles and living organisms in the water and soil as water moves through wetland areas, forests and streamside forests

This purification process provides clean drinking water and water suitable for industry, recreation and wildlife

Human activities can stop this purification process from working properly - some examples are:

o Human activity that compacts the soilo Paved roads as they can channel contaminated water into lakes, streams, rivers

etco Altered waterways – when water is diverted for agricultural or industrial use

natural water systems may not have enough water for effective purificationo Introduction of invasive species of plants or animals can eliminate native species

and the ability to purify watero Contamination of water from nitrogen pollution from fertilizers/pesticides that

can change plant and animal life It is much easier and cheaper to prevent pollution than to clean contaminated water Once in water, pathogens that are harmful to humans can be difficult to remove – but

natural purification processes can often keep them from even reaching a water source The key to maintaining water purification is to protect and restore the ecosystems that

provide this service

2. An ecosystem service – Pollination Most flowering plants require the help of pollinators to produce fruit and seeds Over 100,000 species are pollinators – from bees to butterflies to beetles and some birds

and mammals These pollinators play a significant role in more than 150 food crops - almost all fruit and

grain crops require pollination to produce their crop There is evidence to suggest that some populations of pollinators are declining e.g. wild

honeybee populations have dropped 25% since 1990 If the number of pollinators continues to decline, the cost of fruits and vegetables could

increase, and entire ecosystems could be disrupted One of the greatest threats is the destruction of pollinator habitats caused by changes in

land use i.e. when wild land is used for domestic uses then food and nesting sites are disrupted

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Pesticides are also a major threat to insect pollinators – the threat can be reduced by avoiding over spraying pesticides, and by changing the type of pesticides and the timing of pesticide use

G. Specific Case Studies/Examples to illustrate what has been done to protect ecosystem services[Each to be written on A4 without numbering]

1. Changed activity to enhance/protect ecosystem services – Reintroduced wildlife A number of animals have been reintroduced to this country in order to benefit ecosystems

and the services they provide Otters have been reintroduced into rivers for their cultural value (people enjoy seeing

them, and knowing they are there). They also chase off Mink (originally escaped from fur farms) that can kill off other species such as the water vole and farm livestock.

There are discussions about reintroducing wolves into the wild in Scotland in order to manage the deer population and provide tourism opportunities

On Salisbury Plain an extinct bird, the Great Bustard, has been reintroduced and this has also provided an opportunity for tourism

2. Changed activity to enhance/protect ecosystem services – Forestry Reforestation, improved management of forests and croplands and slowing deforestation

provide opportunities to increase carbon uptake and reduces emissions Recently in England, there has been a change in policy with more deciduous forests rather

than conifer forests being planted Previously huge conifer forests were planted for timber as these trees are faster growing than deciduous treesBut this changed because it is now known that conifer forests support less biodiversity because they shut out more light, their waxy leaves take longer to break down and form soil, and the soil they do form is more acidic which again prevents species diversity and acidifies waterIn contrast, deciduous forests support a far greater number of species, they allow in more light for ground plants, the leaves are more easily broken down into soil and they do not acidify the local water stores

3. Changed activity to enhance/protect ecosystem services – Farmland Farmers are now being funded to protect and conserve ecosystems on their land This covers things like:

conserving wildlife e.g. to ensure their farming habits/methods do not affect local wildlife populations like birdsmaintaining and enhancing the landscape e.g. to ensure soil qualityprotecting the historic environment and natural resources promoting public access and understanding of the countryside

There are also grants to private landowners to encourage the creation of new woodlands and assist with the management of existing woodlands

4. Changed activity to enhance/protect ecosystem services – Eco-parks When designing a new park or green space in towns and cities, thought is now given to

how to make this environment as natural as possible There is a move to making ‘Eco-Parks’ which take the area back to its natural landscape

before it was urbanised or industrialised These Eco-parks are managed to maintain their natural state so they are multi-functioning,

i.e. they give back something to nature, provide recreational space for people and also an educational space for schoolchildren

There is an Eco-park in Kings Cross in London which transformed a previously industrial area into a natural space

5. Changed activity to enhance/protect ecosystem services - The Idle Valley Project, Nottinghamshire A plan for sustainable wildlife, flood reduction and a better local economy

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450 hectares of gravel pits and farmland are home to the greatest concentration of wildlife in north Nottinghamshire

Enhancing biodiversity can help boost local economies The Idle Valley project had educational, economic, social, tourism and health aims and

shows sustainable development can integrate these activities The visitor centre, new jobs, co-operation from North Notts College, and links with Primary

Health Care Trusts involves local people and visitors from a large catchment area will further stimulate the local economy.

The Project benefits included:- Health Benefits

The health of local residents is poor and long-term illness is well above average. The project can help this situation by combining exercise and contact with nature. Local residents, most of whom do not currently visit the countryside or experience much contact with it, would benefit especially. The wider land area lends itself to ‘green gyms’, nature therapy and walking for health programmes

- Crime reduction and Tackling Drug abuse Nature conservation and environmental improvement are used by Youth Offending Teams. The project may also include an initiative to change the behaviour of young people involved in truancy, crime and drug addiction, by offering them the chance to learn basic conservation and other countryside activities

- Business development opportunities Rural social enterprises, stock-keeping courses, native tree nursery and wildflower production, work placements in micro-businesses on-site, catering students involved with the café/restaurant, tourism/leisure students involved with the visitor centre

6. Changed activity to enhance/protect ecosystem services - Black Country Living LandscapeA plan for landscape-scale conservation among a million people

The Black Country is a major urban area The decline of heavy industry cost many skilled jobs and left a legacy of pollution and

abandoned works, contributing to an image of low environmental quality Despite this, Birmingham and The Black Country has a wealth of wildlife and wild areas

from which to regenerate This project proposes to make the landscape a welcoming and healthy place for people and

wildlife, all of whom stand to benefit from an improved quality of lifeProject benefits include:

- Health‘Ground Miles’ and ‘Healthy Walking’, using the natural environment to encourage participation, making Green Gyms™ available in all major public parks, and employment centres and environmental initiatives for people with mental health problems

- Environment Opportunities for all to volunteer in environmental projects

- LifestyleSafe walking and cycling routes which enable the natural environment to link and support the urban centres and corridors

- TourismIntroduce ‘Black Country Urban Safaris’, build a visitor centre, develop wildlife reserves to attract tourists and to show environmental quality. They would also establish the Black Country as a recognised tourist destination for natural heritage holidays

H. Specific Angles/approaches of ways of talking about ecosystem services with examples [Each to be written on A4 without numbering and ‘angle’ description]

1. What are ecosystem services worth? [Angle – cost] In the past ecosystem services have often been regarded as ‘free goods’ But natural ecosystems and the plants and animals within them provide humans with

services that would be very difficult to duplicate Although you can’t calculate the exact monetary value of these services there are some

examples of certain financial values involved: (taken from American e.g.s)o Over 100,000 different animal species from bees to bats to birds provide free

pollination services. One third of human food comes from plants pollinated by wild pollinators. The value of pollination services from wild pollinators in the U.S. alone is estimated at 4-6 billion dollars per year. Honeybees in particular are managed in

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order to ensure that they are available to pollinate certain crops and to do this in America costs about $1.6 billion, but if bees were not available to pollinate crops then the estimated cost of pollinating the crops rises to $8.3 billion

o 80% of the world’s population relies upon natural medicinal products. Nine of the top 10 medicines originate from natural plant products

o Much of the Mississippi River Valley’s natural flood protection services were destroyed when adjacent wetlands were drained and channels altered. As a result, the 1993 floods resulted in property damages estimated at 12 billion dollars.

o A watershed in mountains outside New York provided the city with water ranked among the best. Over time however it became overwhelmed by agricultural and sewage runoff, and the water fell below quality standards. The estimated cost to install an artificial filtration plant was 6-8 billion dollars plus operating costs of 300 million dollars a year. It was decided instead to invest a fraction of that cost in restoring the watershed by purchasing land, halting development, compensating property owners for restrictions placed on usage of their land etc.

2. How are ecosystem services cut off? [Angle – damage/loss] Ecosystem services are so fundamental to life that they are easy to take for granted They are also so large scale that it is hard to imagine that human activities could destroy

them Our capacity for intensive production and over-consumption is outstripping the ability of

natural systems to replenish themselves Ecosystem services are severely threatened through human activities Many human activities disrupt or damage ecosystems everyday including:

o Runoff of pesticides, fertilizers and animal wasteso Pollution of land, water and air resourceso Introduction of non-native specieso Over-harvesting fisherieso Destruction of wetlandso Erosion of soilso Deforestationo Urban sprawl

Examples:o Over-fishing of one species of cod led to the collapse of the entire ecosystem in the

1990s, it has not yet recovered and may never do so. As a result the fishery had to be closed down leading to mass unemployment.

o The number of species on the planet is declining. The rate of extinction of the Earth’s animals is 1000 times greater than normal. Some 10–30% of mammal, bird, and amphibian species are currently threatened with extinction. In the UK certain bird species have seen dramatic falls since 1970 e.g. Tree Sparrows populations have fallen by 90%. Freshwater ecosystems tend to have the highest proportion of species threatened with extinction. Most species that will go extinct in the next few centuries will be as a result of loss or damage of their habitat (climate change and land loss).

o Intensive arable farming has caused the loss of valuable topsoil, leading to local flooding and damage to property. The flooding can be resolved successfully by bringing back the soils water holding capacity but topsoil will take thousands of years to replace

3. Environmental Valuation/decision making [Angle – management and responsibility] Ecosystem services can generate things that support our economy but they are a limited

resource and can be damaged Therefore you have to think about relative benefit you gain from the services and drawback

in terms of damage you may cause if you overuse the service As a result, the Government/local councils aim to consider the environment more when

making planning decisions in order not to damage the local ecosystems and the services they provide now and in the future e.g.

o Deciding which would be the best place to put a new roado How much and the type of green space to have when planning a new town or

regenerating an areao Whether to build on flood plainso Whether to cut down trees by the side of a railway

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References to published material9. This section should be used to record links (hypertext links where possible) or references to other

published material generated by, or relating to this project.

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general enquiries on this form should be made...

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