Charting a Course for A Regions Future The Vision in Envision Utah

1
Charting a Course for A Regions FutureThe
Vision in Envision Utah

• Identifying the Underlying Values Related to
  Growth in Utah

2
Overview

• Vision Emanates from Values
• The Power of Values
• The Values Underlying Regional Development in
  Utah

3
Objectives
1. Identify the shared, core values Utahns
associate with quality of life and growth
issues 2. Translate this values landscape into
successful action and communications strategy for
the Partnership in a way that addresses public
concerns, generates consensus among differing
groups, and instills support and confidence in
public leaders and projects.
4
Purpose

• With this information the Partnership will be
  able to
• Guide the public, community leaders, and policy
  makers in making better informed and coordinated
  decisions, to
• Protect, promote, and preserve the overall public
  good

5
Three Research Initiatives

• Preliminary Values Based Qualitative Study (1997)
  VISTA
• Benchmark Quantitative Survey
• 5/97
• N400
• Davis, Salt Lake, Utah, and Weber
• Alternative Growth Scenario Study
• N17,000

6
VISTA Phase

• VISTAä One-on-one laddering interviews (March
  28 - April 7, 1997)
• Interview Length 2 hours
• Geography Brigham City to Nephi and from Tooele
  and Cedar Valley to Park City and Heber (8
  Counties)
• Sample N83
• Growth Perception
• Slow-Growth Respondents n24
• Neutral Growth Respondents n27
• Pro-Growth Respondents n32
• Gender
• Male n39
• Female n44
• Residency
• 1 - 5 Years n27
• More than 5 Years n56
• Age
• 18-30 years n24
• 35-45 n35
• 50-60 n24

7
Quantitative Phase

• Quantitative Telephone interviews (May 12 - 15,
  1997)
• Interview Length 6 minutes
• Geography Davis, Salt Lake, Utah, and Weber
  counties
• Sample N400 Margin of Error 4.9
• Growth Perception
• Slow-Growth Respondents n 60
• Neutral Growth Respondents n245
• Pro-Growth Respondents n 87
• Gender
• Male n192
• Female n204
• Residency
• 0 - 5 Years n 35
• More than 5 Years n 365
• Age
• 18-34 years n163
• 35-54 n129
• 55 n106

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VISTATM (Values in Strategy Assessment) A
Conceptual Framework for Understanding Consumers
Perceptions and Their Related Higher-Level
Consequences and Values
9
What are Values?
Values are the Central Guideposts for Human
Decision Making. Make Clear Which Issues Have
the Greatest Impact Values guide the selection
and analysis of future scenarios
10
What are Values?

• Self-Esteem
• Personal Satisfaction
• Sense of Accomplishment
• Security
• Care for Others
• Peace of Mind
• Enjoyment / Enjoy Life
• Happiness
• Personal Freedom and Control
• Take Care of Family
• Longevity
• Concern for Future Generations

• Belonging
• Trust
• Sharing with Others
• Self-Fulfillment
• Sanctity of Life
• Pride
• Love
• Self-Preservation
• Preserve the Earth
• Eternal Life / God
• Respect
• Self-Image

11
Why Values Matter
Ideal to inspire to DO something

• They are motivational

Ideal to build coalitions-- expand our base and
reach out

• Widely shared

Echoes of our past Ideals for our
future Continuity throughout a project--umbrella t
heme

• Stable, enduring

12
Strategic Hinge
Individual
There is a strategic hinge which exists,
linking life in Utah to the individual
Identifying the best means to activate the hinge
is the purpose of this research
Life in Utah
13
Decision-Making Structure
Self
PERSONAL VALUES
Stable, enduring personal goals
Emotional experiences things that are about
people
PSYCHOSOCIAL CONSEQUENCES
Performance features or benefits of the product
things that are about the product
FUNCTIONAL CONSEQUENCES
Perceived product qualities things that are in
the product
PRODUCT ATTRIBUTES
Product
14
Example of the VISTA Process
LOGIC
QUESTIONS
ANSWERS
VALUE
Why is it important for you to be more at ease?
Security and love as a parent (Family Love)
What is the benefit to you when you can raise
your son in a safe environment?
Less worry - more at ease (Less Worry)
PERSONAL CONSEQUENCE
Why is that important to you?
Raise son in a safe environment (Feel Safe)
FUNCTIONAL CONSEQUENCE
Better place to raise family (Good place for
family children)
Why are the friendlier people important to you?
Why did you rate the quality of life in Utah
so high?
People here just seem to be friendlier
(The People)
ATTRIBUTE
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VISTA Process
Positive and Negative Ladders
Positive Ladder
Negative Ladder
VALUE
Security and love as a parent Less worry -
more at ease Raise son in a safe
environment Better place to raise a
family People here are friendlier
Sense of accomplishment Cant get more
things done Inefficient use of time Bad
traffic - lots of cars
PERSONAL CONSEQUENCE
FUNCTIONAL CONSEQUENCE
ATTRIBUTE
16

Plastics Values Communications

• Case Study The brand is Plastics
  August 1992

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American Plastics Council Situation Analysis

• Image of industry lagged competing materials by
  at least 15 points.
• Negative measures included 78 of U.S. public
  felt that plastic harms the environment and 37
  avoid buying products packaged in plastic.
• 250 laws introduced at state and local levels to
  ban or limit plastics.
• Substantial efforts to combat negative
  perceptions had failed. Industry called on WW for
  help.

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Plastics Consumer Attitudes
Opinion Survey Do the benefits of plastic
outweigh the risks of plastic, or do the risks of
plastic outweigh its benefits?
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Strategic Hinge
Me
Benefits of plastics that deliver less stress and
worry over personal and family health and safety
and sense of peace of mind help the public
conclude benefits of plastics outweigh
environmental risk.
Improved Personal and Family Quality of
Life Leading to Greater Peace of Mind
Less Worry Over Personal and Family Health and
Safety
Living Safer, Healthier Lives
Durability Shatter Resistance Medical Uses Food
Protection
Consistent execution in support of the strategic
framework
Plastics
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Plastics Consumer Attitudes
63 - Risks
Benefits
Risks
26 - Benefits
Now
1992
Opinion Survey Do the benefits of plastic
outweigh the risks of plastic, or do the risks of
plastic outweigh its benefits?
21
Plastics Results
Plastic Harms the Environment
I Should Avoid Buying Products Packaged in
Plastic
78
37
62
26
Thermometer Rating The Plastics Industry

• Within 3 years, punitive legislation nearly gone.
• Plastic bags top choice in grocery stores.

65
52
22

• Learnings from
• Quantitative and Values Research

23
Quantitative Survey Summary

• Utahns on the Wasatch Front are personally quite
  satisfied with their current quality of life and
  very optimistic about the near-term possibilities

24
Quality Of Life -- Utah vs. The Nation
Mean Scores
10.0
Utah
U.S.A.
9.0
8.0
8.2
7.3
7.0
7.2
6.5
6.0
6.2
5.5
5.0
5 Years
5 Years
Now
Ago
From Now
n400
25
Quantitative Survey Summary (cont.)

• Wasatch Front residents recognize that growth
  brings with it a number of problems and challenges

26
Utahs problems are . . .
7
Exclusively Related To Growth
26
Very Related To Growth
Somewhat Related To Growth
58
7
Not Very Related To Growth
Not At All Related To Growth
2
n400
27
Most believe, however, that future growth will
make things better
17
A Lot Better
55
38
A Little Better
15
A Little Worse
35
20
A Lot Worse
10
No Difference
n400
28
Utahns Recognize Their Personal Responsibility
42
People Like You And Me
20
State Government
18
Local Government
14
Businesses In Utah
3
Other Organizations/Institutions
Who can best deal with growth issues?
3
Don't Know/Refused
n400
29
Main Cause Of Recent Utah Population Growth
82
Outside People Moving In
14
New Births In The State
People mistakenly believe most of the growth is
from outsiders
Don't Know/Refused
4
n400
30
Core Values of Utahns
What Makes Utah Great
31
Core Values of Utahns
Core Values of Utahns
Peace of Mind
PERSONAL VALUES
Self Esteem
Personal Enjoyment
Self Satisfaction
Personal Security
Self Esteem
Family Love
Accomplishment
Freedom
Makes Me Happy
Better Quality of Life
Get Along With Others
In Control
Feel Healthy
Do a Better Job
Less Worry
Less Stress
Spend Time With Family
Feel Good
Feel Safe
PSYCHO-SOCIAL CONSEQUENCES
Do Other Things
Buy Other Things
Commonly Held Ideas
Become a Victim of Crime
FUNCTIONAL CONSEQUENCES
Children Handle Lifes Problems
Save Time
Will (Not) Be Sick
More Crowds
More Car Accidents
Save Money
Children Learn More
Gain Knowledge
Have More Choices
Affordable Living
Crime
Climate
ATTRIBUTES
Educational System
LDS Church
Outdoor Recreation
Air Quality
High Income Level
Population Growth
Good Place for Family/Children
Traffic
Taxes
Scenic Beauty
Infrastructure
The People
32
Core Values of Utahns
Core Values of Utahns
Peace of Mind
PERSONAL VALUES
Self Esteem
Personal Enjoyment
Self Satisfaction
Personal Security
Self Esteem
Family Love
Accomplishment
Freedom
Makes Me Happy
Better Quality of Life
Get Along With Others
In Control
Feel Healthy
Do a Better Job
Less Worry
Less Stress
Spend Time With Family
Feel Good
Feel Safe
PSYCHO-SOCIAL CONSEQUENCES
Do Other Things
Buy Other Things
Commonly Held Ideas
Become a Victim of Crime
FUNCTIONAL CONSEQUENCES
Children Handle Lifes Problems
Save Time
Will (Not) Be Sick
More Crowds
More Car Accidents
Save Money
Children Learn More
Gain Knowledge
Have More Choices
Affordable Living
Crime
Climate
ATTRIBUTES
Educational System
LDS Church
Outdoor Recreation
Air Quality
High Income Level
Population Growth
Good Place for Family/Children
Traffic
Taxes
Scenic Beauty
Infrastructure
The People
33
Core Values of Utahns
Core Values of Utahns
Peace of Mind
PERSONAL VALUES
Self Esteem
Personal Enjoyment
Self Satisfaction
Personal Security
Self Esteem
Family Love
Accomplishment
Freedom
Makes Me Happy
Better Quality of Life
Get Along With Others
In Control
Feel Healthy
Do a Better Job
Less Worry
Less Stress
Spend Time With Family
Feel Good
Feel Safe
PSYCHO-SOCIAL CONSEQUENCES
Do Other Things
Buy Other Things
Commonly Held Ideas
Become a Victim of Crime
FUNCTIONAL CONSEQUENCES
Children Handle Lifes Problems
Save Time
Will (Not) Be Sick
More Crowds
More Car Accidents
Save Money
Children Learn More
Gain Knowledge
Have More Choices
Affordable Living
Crime
Climate
ATTRIBUTES
Educational System
LDS Church
Outdoor Recreation
Air Quality
High Income Level
Population Growth
Good Place for Family/Children
Traffic
Taxes
Scenic Beauty
Infrastructure
The People
34
Core Values of Utahns
Peace of Mind
PERSONAL VALUES
Self Esteem
Personal Enjoyment
Self Satisfaction
Personal Security
Self Esteem
Family Love
Accomplishment
Freedom
Makes Me Happy
Better Quality of Life
Get Along With Others
In Control
Feel Healthy
Do a Better Job
Less Worry
Less Stress
Spend Time With Family
Feel Good
Feel Safe
PSYCHO-SOCIAL CONSEQUENCES
Do Other Things
Buy Other Things
Commonly Held Ideas
Become a Victim of Crime
FUNCTIONAL CONSEQUENCES
Children Handle Lifes Problems
Save Time
Will (Not) Be Sick
More Crowds
More Car Accidents
Save Money
Children Learn More
Gain Knowledge
Have More Choices
Affordable Living
Crime
Climate
ATTRIBUTES
Educational System
LDS Church
Outdoor Recreation
Air Quality
High Income Level
Population Growth
Good Place for Family/Children
Traffic
Taxes
Scenic Beauty
Infrastructure
The People
35
Core Values of Wasatch Front and Back
The values system along the Wasatch centers
around a sense of peace or peace of mind
emanating from a feeling of safe haven based on
living with people who prize and share a common
sense of honesty, morality, and ethics.

• Dominates above all other values orientations
• Supported by dedication to family and providing
  opportunities and experiences to help children
  handle lifes problems

36
Core Values of Wasatch Front and Back
Utahs scenic beauty / outdoor recreation
operates POSITIVELY at a secondary level
providing diverse opportunities and activities to
be with the family, or relax and feel less
stress, which contribute to peace of mind,
freedom, and enjoyment.
37
Core Values of Wasatch Front and Back (cont.)
Traffic / infrastructure and crime both operate
NEGATIVELY to undermine the core values system

• Neither as strong as the positives of the people
• About the same level of strength as scenic beauty
  / outdoor recreation

38
Safe and Secure Environment Gateway Value
(34)
Peace of Mind
Self Esteem
Personal Enjoyment
Self Satisfaction
Personal Security
Self Esteem
PERSONAL VALUES
Family Love
Accomplishment
Freedom
Makes Me Happy
PSYCHO-SOCIAL CONSEQUENCES
Better Quality of Life
Get Along With Others
In Control
Feel Healthy
Do a Better Job
Less Worry
Less Stress
Spend Time With Family
Feel Good
Feel Safe
Do Other Things
Buy Other Things
Commonly Held Ideas
Become a Victim of Crime
FUNCTIONAL CONSEQUENCES
Children Handle Lifes Problems
Save Time
Will (Not) Be Sick
More Crowds
More Car Accidents
Save Money
Children Learn More
Gain Knowledge
Have More Choices
Affordable Living
Crime
ATTRIBUTES
Climate
Educational System
LDS Church
Outdoor Recreation
Air Quality
High Income Level
Population Growth
Good Place for Family/Children
Traffic
Taxes
Scenic Beauty
Infrastructure
The People
39
Personal and Community Enrichment Gateway Value
(31)
Peace of Mind
Self Esteem
Personal Enjoyment
Self Satisfaction
Personal Security
Self Esteem
PERSONAL VALUES
Family Love
Accomplishment
Freedom
Makes Me Happy
PSYCHO-SOCIAL CONSEQUENCES
Better Quality of Life
Get Along With Others
In Control
Feel Healthy
Do a Better Job
Less Worry
Less Stress
Spend Time With Family
Feel Good
Feel Safe
Do Other Things
Buy Other Things
Commonly Held Ideas
Become a Victim of Crime
FUNCTIONAL CONSEQUENCES
Children Handle Lifes Problems
Save Time
Will (Not) Be Sick
More Crowds
More Car Accidents
Save Money
Children Learn More
Gain Knowledge
Have More Choices
Affordable Living
Crime
ATTRIBUTES
Climate
Educational System
LDS Church
Outdoor Recreation
Air Quality
High Income Level
Population Growth
Good Place for Family/Children
Traffic
Taxes
Scenic Beauty
Infrastructure
The People
40
Personal Time and Opportunity
(21)
Peace of Mind
PERSONAL VALUES
Self Esteem
Personal Enjoyment
Self Satisfaction
Personal Security
Self Esteem
Family Love
Accomplishment
Freedom
Makes Me Happy
PSYCHO-SOCIAL CONSEQUENCES
Better Quality of Life
Get Along With Others
In Control
Feel Healthy
Do a Better Job
Less Worry
Less Stress
Spend Time With Family
Feel Good
Feel Safe
Do Other Things
Buy Other Things
Commonly Held Ideas
Become a Victim of Crime
FUNCTIONAL CONSEQUENCES
Children Handle Lifes Problems
Save Time
Will (Not) Be Sick
More Crowds
More Car Accidents
Save Money
Children Learn More
Gain Knowledge
Have More Choices
Affordable Living
Crime
ATTRIBUTES
Climate
Educational System
LDS Church
Outdoor Recreation
Air Quality
High Income Level
Population Growth
Good Place for Family/Children
Traffic
Taxes
Scenic Beauty
Infrastructure
The People
41
Financial Security
(14)
Peace of Mind
PERSONAL VALUES
Self Esteem
Personal Enjoyment
Self Satisfaction
Personal Security
Self Esteem
Family Love
Accomplishment
Freedom
Makes Me Happy
PSYCHO-SOCIAL CONSEQUENCES
Better Quality of Life
Get Along With Others
Feel Healthy
Provide Care for Family
Do a Better Job
Less Worry
Less Stress
In Control
Spend Time With Family
Feel Good
Feel Safe
Do Other Things
Buy Other Things
Commonly Held Ideas
Become a Victim of Crime
FUNCTIONAL CONSEQUENCES
Children Handle Lifes Problems
Save Time
Will (Not) Be Sick
More Crowds
More Car Accidents
Save Money
Children Learn More
Gain Knowledge
Have More Choices
Affordable Living
Crime
ATTRIBUTES
Climate
Educational System
Taxes
High Income Level
Employment Opportunities
Air Quality
Population Growth
Good Place for Family/Children
Traffic
Employment Opportunities
Business Opportunities
Infrastructure
Business Opportunities
The People
42
Strategic Imperatives

• At the end of the generation, the yardstick by
  which you will be judged is the degree to which
  your plans, initiatives, and projects have
  continued to promote an environment that draws
  and supports people who prize a common sense of
  honesty, morality and ethics which has afforded
  this generation, and extends to the next, a
  feeling of safe haven and peace or peace of mind.

43
Strategic Imperatives

• Utahs scenic beauty and the outdoor recreation
  it affords are sacrosanct - not negotiable. All
  growth should be evaluated based on its ability
  to positively impact the scenic beauty and
  recreational opportunities available, thereby
  providing enjoyable ways for people and families
  to be together, relax, and remove themselves from
  the cares of the world.

44
Strategic Imperatives

• Simultaneously, planners and leaders must
  continue to address the two concerns which
  contribute the greatest manifest threats to the
  core values of the people on the Wasatch Front
  and Back
• Crime (as a direct threat)
• Traffic / Infrastructure (indirectly robbing
  people of time to be doing things that matter
  more)

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Strategic Imperatives

• Harness the power and energy of a people who
  recognize a role and responsibility in
  safeguarding the things they most value in the
  state.
• Elevate awareness
• Correct misperceptions
• Engage in dialogue and planning
• React and choose among scenarios
• Let them know of organized and coordinated
  efforts to protect and promote our common values

46
Charting a Course for A Regions FutureThe
Vision in Envision Utah

• Identifying the Underlying Values Related to
  Growth in Utah