From stormwater management to forest protection, extreme weather is reshaping our daily lives and shared resources. Earlier this year, the Water Hub and Climate Advocacy Lab began a two-part research project to understand how the public views government responsibility for disaster resilience and what messages are most effective at building support for nature-based solutions to combat flooding and fire.
We used the Grow Progress’s Audience Understanding and Rapid Message Testing tools to dig in and last month we released our findings through a report and webinar.
Here are five top takeaways from the research:
1. People overwhelmingly agree disaster resilience is the government’s responsibility
More than 93% of respondents agree that it is the government’s responsibility to fund disaster resilience efforts so communities can stay safe from floods, wildfires, heat, drought, and freezes. This agreement spans age, race, and political ideology. We don’t need to sell people on the idea that resilience matters. Instead, the opportunity lies in shaping how the government invests in disaster resilience, and which solutions get funded.
2. Support is shared, but values differ
While there is a strong base of support, we found meaningful differences between people who responded “strongly agree” and “somewhat agree” to the question. Those who “strongly agree” tend to emphasize compassion, equality, and environmental stewardship. Those who “somewhat agree” are more likely to value responsibility, tradition, and personal accountability. Both groups agree on leaving a better world for future generations.
3. Collective protection was the strongest persuasion frame across all political ideologies
We tested four different messages to build support for investing in nature-based solutions, and the “Collectivist Mindset” message, which focused on shared protection and community safety, proved the most persuasive message, effectively reached a conservative audience.
4. Mobilizing action may require personal stakes to motivate conservatives
Distinguishing between messages meant to persuade for support and those designed to drive action may be especially important when engaging a conservative audience. We found that the “Stay at Home” message was most effective at convincing conservatives to sign a petition, while the “Collectivist Mindset” remained the strongest mobilizer for a liberal and moderate audience.
5. Frustration is everywhere
Across audiences, respondents expressed feelings of hope, anxiety, and frustration. Many feel uncertain that the systems they rely on will work when disaster strikes. Messages that highlight solutions at work can help not only to inform, but to reduce hopelessness and build momentum.