Developing a Bottom-Up Economic Narrative Research Findings March 2011 Marlo Thomas – October 2009 Google National / DC Elites Research – June 2010

Political Environment Can’t overstate disconnect between DC elites’ opinions on economy and voters’ personal experience Gas prices create intense concerns; elite focus on recovery fuels anger Not the usual cycle – this downturn is worse than any other, result of fundamental changes in economy Growing income inequality, destruction of the middle class Loss of American jobs overseas, ‘we don’t make things anymore’ Consistent failure of political leaders on both sides Dems – ‘weak,’ nothing to show for record spending, bailouts, deficits GOP – no new ideas, politics over progress Obama: Voters want him to succeed, saying the right things (“he gets it”) BUT words aren’t enough, need results Next Economy Project Message Research – March 2011 2

The Path Forward Americans desperate for a plan, a direction, some sense of progress and positive momentum At same time, sustained failure of political leaders has produced profound skepticism toward any solutions No patience for long-term investments without short-term results No confidence in slogans, they want to see specific results This voter skepticism is the most important political and policy variable If you don’t overcome this, you can’t get public support for new policies or credit for future economic growth Solution must be large enough to address new economic reality AND show short-term successes Next Economy Project Message Research – March 2011 3

Building a New Economic Narrative January 2011 America Needs a Wake-Up Call America falling behind, need to raise our game Back to Basics – what made America great Education, innovation, manufacturing, middle class Focus on Small Business Backbone of our economy, invest at home Bottom-Up Growth National commitment realized at the local level Jobs will come from local communities, not DC Next Economy Project Message Research – March 2011 4

A Solution Equal to the Challenges Tested Five Narratives – Bottom Up was #1 Not one-size-fits-all, maximize local strengths & resources Local jobs and innovation partnerships Not just local pols, must include business leaders and citizens Power to direct federal money – “It gives us some control” Optimism that local leaders can get past partisanship where DC can’t Power of success stories – working now, opportunity to expand successes and spur private investment Colorado Cleantech, Northeast Ohio Polymers, Tennessee Agriculture Voters embrace public-private-university partnerships Sends powerful message of DC not having all the answers Next Economy Project Message Research – March 2011 5

Re-Inventing Government Facilitating Bottom-Up Growth Tested Four Narratives – Bottom Up was again #1 Rather than the top-down, Washington-based policies of the past, our economic policy should be creating ‘bottom-up’ growth that shifts decision-making and investment to the states and local communities that best understand the unique strengths and resources of local schools, industries, and entrepreneurs. Rather than huge bureaucracies in Washington, the government offices dedicated to economic growth should establish regional offices around the country, including ‘solution centers’ that serve as one-stop shops for businesses or local government officials interested in tax credits, federal grants, skill training, loans, and other opportunities. These ‘solution centers’ would streamline application procedures and help guide their customers through the process, providing them with one point of contact for all of their needs. Next Economy Project Message Research – March 2011 6

Roles / Expectations of Government Federal Government Fight for U.S. globally Strategic investment and infrastructure Cheerleader, bully pulpit, promote best practices Evaluation and accountability, NOT execution Don’t stamp out innovation Clean energy – “make this the priority it should be” State / Local Government Develop plans, execute Champion local communities and constituencies Partnerships – public-private, intergovernmental Next Economy Project Message Research – March 2011 7

Eager for Clean Energy Solutions ‘There is no other choice’ Gas prices are central to economic worries, frustrations We just went through this two years ago, why has nothing changed??? Oil companies – all about profits, collusion, don’t trust them, manipulating fear, only getting worse, BUT… “We’ll pay whatever it takes” “We can’t live without them” Most voters believe clean energy is: The Next Big Thing – America must be the leader The future of American manufacturing, key to restoring the middle class The way to reduce our dependence on ‘dirty energy and crazy people’ Not affordable for the average American Not getting the attention it deserves from business or government ‘Matter of priorities’ – not tech or money, but commitment Next Economy Project Message Research – March 2011 8