Gathering Information Gathering Information about your Watershed:about your Watershed:

Social InformationSocial Information

Indiana Watershed Leadership AcademyIndiana Watershed Leadership Academy

January 6, 2009January 6, 2009

Presenter: Linda Prokopy, Purdue University

Content based on materials developed in conjunction with Ken Genskow and Rebecca Power

Social Indicators for NPS Social Indicators for NPS Project OverviewProject Overview

Develop a system for collecting and using Develop a system for collecting and using social data to evaluate NPS management social data to evaluate NPS management efforts in Great Lakes Region/Region 5efforts in Great Lakes Region/Region 5

Partnership with USEPA, state water quality Partnership with USEPA, state water quality agencies, and land grant universitiesagencies, and land grant universities

Provide assistance & support to state Provide assistance & support to state programs and NPS projectsprograms and NPS projects

Complement existing “administrative” and Complement existing “administrative” and “environmental” indicators“environmental” indicators

Three Types of IndicatorsThree Types of Indicators

EnvironmentalEnvironmental– Pesticide levels, pH, E. coliPesticide levels, pH, E. coli

AdministrativeAdministrative– Bean counting!Bean counting!– Number of plans written, Number of plans written,

number of newsletters distributednumber of newsletters distributed

SocialSocial

HD Behavior & EffectsHD Behavior & Effects

Driving Forces

HumanBehavior

Effects ofChange

ManagementStrategies

BiophysicalBiophysical– Land, habitat, waterLand, habitat, water

SocialSocial– Access, quality of lifeAccess, quality of life

EconomicEconomic– Opportunities, baseOpportunities, base

ManagerialManagerial– Research, monitoring, Research, monitoring,

regulation, educationregulation, education

Recreation, Tourism, Recreation, Tourism, LeisureLeisureUrbanization/growthUrbanization/growthCommerce, Commerce, transportation, industrytransportation, industryStewardship, public Stewardship, public involvementinvolvement

HD.gov

Management ResponseManagement Response

Driving Forces

HumanBehavior

Effects ofChange

ManagementStrategies

Options:Options:

RegulateRegulate

PersuadePersuade– Outreach and educationOutreach and education– Financial SupportFinancial Support– Technical SupportTechnical Support

HD.gov

Theory of Planned BehaviorTheory of Planned Behavior

Attitudes Toward Behavior

Social Norms

Perceived Behavior Control

Behavioral IntentBehavior/

Action

Ajzen, 1988

Innovativeness and AdoptionInnovativeness and Adoption

Early Majority

34%

Late Majority

34%Early

Adopters13.5%

Innovators

2.5%

Laggards16%

x - 2sd x - sd x x + sd

Rogers, Everett M. 1995. Diffusion of Innovations

Innovation-decision processInnovation-decision process

knowledge persuasion decisionimplementationconfirmation

Rogers, 1995

Pre-contemplation

Preparation Action MaintenanceContemplation

Stages of ChangeStages of Change

Prochaska & Velicer, 1997

Already prone to behave

Not yet convinced

Resistant to behave

Approach

Self Interest

Rothschild, 1999

Benefits are apparent

Need to see benefits

Can’t see/disagree with benefits

Education Marketing Regulation

Willingness to BehaveWillingness to Behave

Common ThemesCommon Themes

People respond differentlyPeople respond differentlyConvey reason for behavior changeConvey reason for behavior changeUnderstand constraints and motivationsUnderstand constraints and motivations– Educational, financial, technical, culturalEducational, financial, technical, cultural– Inertia and apathyInertia and apathy

Conceptual ModelConceptual Model

Improvement & protection of

water quality

Improvement & protection of

water quality

socialnorms

Program activities

Program activities

knowledge

awareness

skills

attitudes

capacity

values

Use of water quality management

practices

Use of water quality management

practices

constraints

Driving Forces

HumanBehavior

EffectsManagementStrategies

Overview of Social Indicators Overview of Social Indicators SystemSystem

Core indicators, supplemental indicators, Core indicators, supplemental indicators, and background/contextual factorsand background/contextual factors

All indicators measure changeAll indicators measure change

Scale is project levelScale is project level

Critical areasCritical areas

Target audiencesTarget audiences

TargetingTargeting

Focus efforts on area of greatest impactFocus efforts on area of greatest impact– Specific audienceSpecific audience– Specific geographic areaSpecific geographic area

Some behaviors in some places can have Some behaviors in some places can have a disproportionate impact on water qualitya disproportionate impact on water quality

Targeting Critical AreasTargeting Critical Areas

La Moine RiverWatershed, IL

Source: McDermaid, K. 2005. Social Profile: La Moine River Ecosystem Partnership. University of Illinois at Urbana Champaign

Conceptual modelConceptual model

Improvement & protection of

water quality

Improvement & protection of

water quality

socialnorms

Program Activities

Program Activities

knowledge

awareness

skills

attitudes

capacity

values

Use of water quality management

Practices

Use of water quality management

Practices

constraints

Conceptual modelConceptual model

Improvement & protection of

water quality

Improvement & protection of

water quality

socialnorms

Program Activities

Program Activities

knowledge

awareness

skills

attitudes

capacity

values

constraints

AwarenessAwareness

Awareness of consequences of pollutants Awareness of consequences of pollutants to water qualityto water quality

Awareness of pollutant types impairing Awareness of pollutant types impairing water qualitywater quality

Awareness of pollutant sources impairing Awareness of pollutant sources impairing water qualitywater quality

Awareness of appropriate practices to Awareness of appropriate practices to improve water qualityimprove water quality

Awareness of Consequences of Awareness of Consequences of Pollutants to Water QualityPollutants to Water Quality

Awareness of Pollutant Types Awareness of Pollutant Types Impairing Water QualityImpairing Water Quality

Awareness of Pollutant Sources Awareness of Pollutant Sources Impairing Water QualityImpairing Water Quality

Awareness of Appropriate Awareness of Appropriate Practices to Improve Water Practices to Improve Water

QualityQuality

AttitudesAttitudes

General water-quality-related attitudesGeneral water-quality-related attitudes

Willingness to take action to improve water Willingness to take action to improve water qualityquality

General Water-Quality Related General Water-Quality Related AttitudesAttitudes

Willingness to Take Action to Willingness to Take Action to Improve Water QualityImprove Water Quality

ConstraintsConstraints

Constraints to behavior changeConstraints to behavior change

Constraints to Behavior ChangeConstraints to Behavior Change

Constructs:Constructs:– Economics / profitabilityEconomics / profitability– Financial incentivesFinancial incentives– Independence / own ideasIndependence / own ideas– Environmental considerationsEnvironmental considerations– Status quo / traditionalStatus quo / traditional– Assistance incentivesAssistance incentives– Caution about government programsCaution about government programs– Peer / norms considerationsPeer / norms considerations

Constraints to Behavior ChangeConstraints to Behavior Change

CapacityCapacity

Grant recipientGrant recipientResources leveraged by grant recipientResources leveraged by grant recipient

For target audienceFor target audienceFunding available to support NPS practices in Funding available to support NPS practices in critical areascritical areasTechnical support available for NPS practices in Technical support available for NPS practices in critical areascritical areasAbility to monitor practices in critical areasAbility to monitor practices in critical areas

BehaviorBehavior

Percentage of critical area receiving Percentage of critical area receiving treatmenttreatment

Percentage of target audience Percentage of target audience implementing practices in critical areasimplementing practices in critical areas

Ordinances in place that will reduce NPS Ordinances in place that will reduce NPS stressorsstressors

Percentage of Target Audience Percentage of Target Audience Implementing Practices in Implementing Practices in

Critical AreasCritical Areas

What’s Novel in Our ApproachWhat’s Novel in Our Approach

Consistent questions used before and Consistent questions used before and after a project (and possibly mid project)after a project (and possibly mid project)

Consistent questions used across projects Consistent questions used across projects in one regionin one region

Surveys (when appropriate methodology) Surveys (when appropriate methodology) used rigorously and consistentlyused rigorously and consistently

SIDMA – Social Indicators Data SIDMA – Social Indicators Data Management and Analysis toolManagement and Analysis tool

Intended ApplicationsIntended Applications

The system was developed to evaluate The system was developed to evaluate NPS projects, expanded for planningNPS projects, expanded for planning

Survey is not the same as a social profile Survey is not the same as a social profile or information collected as part of a social or information collected as part of a social marketing campaignmarketing campaign

SI Planning and Evaluation ProcessSI Planning and Evaluation Process

State and Regional LevelState and Regional Level

Data can be summarized into impact Data can be summarized into impact reportsreports

Data can be compared across projects to Data can be compared across projects to see what worked and why see what worked and why

Using Social IndicatorsUsing Social Indicators

Clearly define environmental problems Clearly define environmental problems and the decision-makers ultimately and the decision-makers ultimately responsible for solving themresponsible for solving them

Clearly define linkages between Clearly define linkages between environmental and social outcomesenvironmental and social outcomes

Identify Pollutants/Stressors

Select Practices

Reach People

Identify Places/Causes

Using Social IndicatorsUsing Social Indicators

Identify social outcomes that will achieve Identify social outcomes that will achieve project and watershed goals project and watershed goals

awareness

attitudes

capacity

constraints

behaviors

Identify Pollutants/Stressors

Select Practices

Reach People

Identify Places/Causes

Improvement & protection of

water quality

Improvement & protection of

water quality

Using Social IndicatorsUsing Social Indicators

Monitor impacts of outreach activities Monitor impacts of outreach activities

Feed evaluation data back into decision-Feed evaluation data back into decision-making processes making processes

Adaptive Management

Plan

Act

Monitor

Evaluate

Pristine LakePristine Lake

Pristine Lake - BackgroundPristine Lake - Background

Pollutants/StressorsPollutants/Stressors

– PesticidesPesticides

– NutrientsNutrients

Places/CausesPlaces/Causes

– Agricultural lands adjacent Agricultural lands adjacent to rivers or streams to rivers or streams

– Lakeshore propertiesLakeshore properties

www.impactlab.com

Pristine Lake - BackgroundPristine Lake - Background

People - Agricultural ProducersPeople - Agricultural Producers– Livestock operatorsLivestock operators– Corn and soybean producersCorn and soybean producers

People - Lakeshore ResidentsPeople - Lakeshore Residents– With lawnsWith lawns

www.demco-products.com/Media/5-gal-sp.jpgwww.demco-products.com/Media/5-gal-sp.jpg

www.demco-products.com

www.demco-products.com/Media/5-gal-sp.jpgwww.demco-products.com/Media/5-gal-sp.jpg

Part 1: Review Demographic and Part 1: Review Demographic and Practice Adoption DataPractice Adoption Data

1.1. Does anything stand out about the Does anything stand out about the demographic data?demographic data?

2.2. How many people are not using, but are How many people are not using, but are willing to try the practice?willing to try the practice?

3.3. What level of awareness is there about What level of awareness is there about each practice?each practice?

4.4. Which practices would you focus on?Which practices would you focus on?

Part 2: Review Awareness, Part 2: Review Awareness, Attitudes and Constraints DataAttitudes and Constraints Data

5.5. What interesting patterns do you see?What interesting patterns do you see?

6.6. What constraints and awareness issues What constraints and awareness issues might need to be addressed for behavior might need to be addressed for behavior to change?to change?

7.7. What attitudes can you take advantage What attitudes can you take advantage of in crafting your outreach message?of in crafting your outreach message?

Part 3: Developing an Outreach Part 3: Developing an Outreach StrategyStrategy

8.8. What social outcomes need to be What social outcomes need to be achieved to improve water quality?achieved to improve water quality?

9.9. What messages will be effective at What messages will be effective at reaching members of the target reaching members of the target audience?audience?

10.10. Who should deliver the message? How Who should deliver the message? How should it be delivered?should it be delivered?

11.11. Additional information needs?Additional information needs?

Social Indicators TeamSocial Indicators TeamTeam Co-LeadersTeam Co-Leaders::

Ken Genskow, UW-Madison/UW-ExtensionKen Genskow, UW-Madison/UW-ExtensionLinda Prokopy, Purdue UniversityLinda Prokopy, Purdue University

Current Team MembersCurrent Team Members::Jeremiah Asher, Michigan State UniversityJeremiah Asher, Michigan State UniversityAdam Baumgart-Getz, Purdue UniversityAdam Baumgart-Getz, Purdue UniversityJoe Bonnell, The Ohio State UniversityJoe Bonnell, The Ohio State University

Cyd Curtis, EPA Region VCyd Curtis, EPA Region VKarlyn Eckman, University of MinnesotaKarlyn Eckman, University of Minnesota

Kristin Floress, University of Wisconsin, Stevens PointKristin Floress, University of Wisconsin, Stevens PointRebecca Power, CSREES Regional Water Quality LiaisonRebecca Power, CSREES Regional Water Quality Liaison

Rachel Walker, University of MinnesotaRachel Walker, University of MinnesotaDanielle Wood, University of WisconsinDanielle Wood, University of Wisconsin

AcknowledgementsAcknowledgements

USEPA Region 5USEPA Region 5Illinois Environmental Protection AgencyIllinois Environmental Protection AgencyIndiana Department of Environmental Indiana Department of Environmental ManagementManagementMichigan Department of Environmental QualityMichigan Department of Environmental QualityMinnesota Pollution Control AgencyMinnesota Pollution Control AgencyOhio Environmental Protection AgencyOhio Environmental Protection AgencyWisconsin Department of Natural ResourcesWisconsin Department of Natural ResourcesGreat Lakes Regional Water ProgramGreat Lakes Regional Water ProgramLand Grant Universities in USEPA Region 5Land Grant Universities in USEPA Region 5