Sustainability and Civic Engagement: A Communications Engagement and Education Plan

Abstract

Across the United States primarily on a town or city basis, the increasing public awareness and understanding of the detrimental impact of human activity on the environment is fostering the development and visibility of grassroots sustainability efforts. This is most readily noted in plastic bag, Styrofoam, and plastic bottle bans. These efforts have been typically facilitated by education campaigns focused on the symbiotic relationship between human life and the planet and the intrinsic or non-market derived value of the ecosystems we inhabit. However, often the communication strategy employed has been limited by an appeal to a like-minded stakeholder constituency, reducing the traction benefit from engaging other stakeholders and the subsequent en masse alignment with regulatory intent. This paper details a grassroots effort and the stakeholder engagement process related to a specific ban. It describes the development and implementation process as carried out through a university-town partnership, where the approach taken includes proactive stakeholder engagement inclusive of a consumer survey instrument. Though survey results reveal interest and even concern for the environment, interestingly the results also highlight a self-evaluation bias among respondents. Results show that respondent perception of environmental concern is inconsistent with their actions, providing an entry point and justification for multi-channel education and communications strategies differentiated by stakeholder grouping.

Appendix

Stakeholder Survey

• 1. What is the age range you fall under?

  • 1. Under 21

  • 2. 21–30

  • 3. 31–40

  • 4. 41–50

  • 5. 51–60

  • 6. 61–70

  • 7. Over 70

• 2. What is your educational attainment level?

  • 1. High school

  • 2. Some college

  • 3. College degree

  • 4. Some graduate school

  • 5. Graduate degree/Professional degree

• 3. What street do you live on in Bridgewater (only the street name)

  __________________________________________________________

• 4 Do you support the Plastic Bag Reduction Ordinance?

  • 1. Yes

  • 2. No

  • 3. Not familiar—if this is the answer provide a copy and the lay explanation.

• 5. Would you be willing to pay more for consumer goods if it meant protecting the environment?

  • 1. Yes

  • 2. No

  • 3. Not sure

  If yes, what percent?

  __________________________________________________________

• 6. Do you consider yourself to be environmentally conscious?

  • 1. Yes

  • 2. No

  • 3. Not sure

• 7. How often would you say you take reusable bags with you when you go shopping?

  • 1. Always

  • 2. Most of the time

  • 3. Sometimes

  • 4. Never

• 8. Please respond to this statement: I have a personal responsibility to help make a difference on environmental issues like waste, resource consumption, and water use.

  • 1. Strongly Disagree

  • 2. Disagree

  • 3. Slightly Disagree

  • 4. Slightly Agree

  • 5. Agree

  • 6. Strongly Agree

• 9. Do you believe that reducing the use of plastic bags is beneficial to the environment?

  • 1. Yes

  • 2. No

  • 3. Uncertain

  If yes, why? Please choose the most significant from these categories:

  Pollution in creation and disposal of plastic bags

  Litter and aesthetics

  Animal protection

  Use of non-renewable resources and dependency on the same

  Other ___________________________________________________

• 10. Have you noticed plastic bags in trees and other areas?

  • 1. Yes

  • 2. No

  If yes, do you view the Plastic Bag Reduction Ordinance as an opportunity to reduce this type of litter?

  • 1. Yes

  • 2. No

• 11. Do you believe that the Plastic Bag Reduction Ordinance will be inconvenient for customers?

  • 1. Yes

  • 2. No

  • 3. Maybe

  If yes or maybe why? Please choose from the following:

  Have to pay for a bag

  Have to carry a bag

  Other _____________________________________________________

• 12. Would you like to learn more about the harmful ecosystem and health impacts of plastic?

  • 1. Yes

  • 2. No

  • 3. Maybe

  If yes,

  Would you attend a public forum?

  Prefer direct mail—in your tax statements, for example.

  Other