1 Marylanders and the Environment: 2011 Statewide Survey on Stewardship and Engagement Chesapeake Bay Trust Conducted by OpinionWorks Finding Insights That Bring Results Annapolis, Maryland

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks OpinionWorks Credentials Opinion research, since 2001 Strong environmental mission Deep roots in Maryland Selected Clients: The Baltimore Sun Baltimore Water Alliance Trash Free Potomac Watershed Initiative Lutheran World Relief United States Institute of Peace Pennsylvania Fish & Boat Commission Virginia Department of Conservation & Recreation Salt Lake County Watershed Planning Office Metropolitan Washington Council of Governments Transit authorities in Washington, New York Advocates for Children & Youth

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks Survey Objectives 1.Create an accurate picture of the Maryland public on issues important to the Trust. 2.Test: –Environmental awareness and stewardship –Civic engagement –Acceptability of public policy approaches –Bay plate and marketing issues 3.Update prior study conducted two years earlier. 4.Foster conversation/attention for the Trust’s work.

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks How This Survey Was Conducted 1,005 telephone interviews. ± 3.1% maximum sampling error. Adults 18+ randomly sampled across the state. Final results weighted to reflect Census numbers. Interviews conducted Dec. 20–28, Deep, 18-minute interview on average. The Trust not mentioned as the survey’s sponsor; environmental mission not mentioned.

5 Public Awareness, Attitudes, and Engagement

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks Contact with the Outdoors and the Water FrequentlyOccasionallyTotal Picnic or walk in a public park or neighborhood42%37% 79% Eat fish or seafood out of the Bay or local rivers29%34% 63% Garden at home or in a community garden33%24% 57% Bird watch17%20% 37% Fish or crab*14%20% 34% Hike or camp in an undeveloped area11%18% 29% Swim in any natural waters besides the ocean*8%19% 27% Canoe, kayak, sail, or power boat*10%15% 25% Hunt5%4% 9% *Frequent water contact 21% *Frequent or occasional water contact 52% “Please tell me how often you do any of these things using the scale frequently, occasionally, rarely, or never.” + 6% from ‘08

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks Environmental Literacy What the Public Says They Know 2008: Do you live in a watershed? 18% yes

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks “On a scale of 1 to 5 where 5 is a strong environmentalist, 3 is average, and 1 is not an environmentalist at all, where would you put yourself?” An Environmental Self-Assessment

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks The Perceived Trend in Water Health Getting Better 24% Staying the Same 40% Getting Worse 28% Not sure 7% “Do you think the health of the Chesapeake Bay is generally (randomize): [getting better, getting worse, (or) staying about the same]?” “What about local streams, creeks, or rivers in your area? Do you think their health is generally (randomize): [getting better, getting worse, (or) staying about the same]?” Bay Trend Nearly on Par Getting Better 13% Staying the Same 53% Getting Worse 26% NS 8% Local Streams, Creeks, or Rivers The Bay Dramatic change in perception. In 2008: 14% Better, 49% Worse (Assessment of Bay and local streams and rivers combined in a single question.)

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks Water Pollution: The Top Environmental Concern Very Serious Somewhat Serious Total Water pollution in rivers, streams, Chesapeake Bay64%27% 91% Loss of natural habitat, such as wetlands and forests 52%30% 82% Air pollution 38%39% 77% Sprawl or poorly planned growth and development 30%43% 73% Contaminants in your drinking water or food 45%24% 69% Global warming or climate change 37%28% 65% Landfills, incinerators, hazardous waste sites in or near your neighborhood 28%23% 51% Lead paint or other toxins in your home 29%11% 40% “Do you consider each of the following to be a very serious problem, somewhat serious problem, not much of a problem, or not a problem at all?” 85% believe that “pollution in our local waters…can be fixed.”

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks “Compared to a few years ago, would you say you are (rotate): [more interested, less interested, (or) just as interested] today in hearing about the health of the Chesapeake Bay?” No Sign of Chesapeake Bay Fatigue Interest in Bay Health Remains Extremely High 65% of Marylanders think “often” or “sometimes” about the health of local waters. 2008: 55% more interested 71% think often or sometimes This small downtick is something to watch.

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks Environmental Stewardship by Marylanders “I am going to ask about your experience with several other activities. There are no right or wrong answers, so just tell me what is true for you… using this scale: I don’t think much about it, I think about it but don’t do it, I do it when I can, I do it and encourage others to do it too.”

13 Public Policy

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks A Heavily Engaged Population Frequently Frequently + Occasionally Given money to a cause you believe in 38% 78% Attended religious worship 50% 72% Volunteered for a charitable organization in your community 28% 63% Worked with others to solve a problem in your community 22% 58% Attended a neighborhood association meeting 16% 41% Contacted a public official on an issue important to you 10% 38% “Over the past year or so, have you done any of these things? And if so, was it frequently, occasionally, or only rarely?”

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks “If you were to consider all the issues and challenges facing Maryland today, where would protection of the natural environment rank on that priority list for you: at the top, above average, in the middle of the pack, below average, or at the bottom?” Environmental Protection Ranks High for Marylanders High concern has risen 5 points (from 49%) since Nov study.

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks The Public Sees Regulation as Necessary (Rotate): “[Is it (water pollution) the kind of problem that can be fixed with incentives and voluntary actions, (or) is the water pollution problem so big that it will require some government regulation]?” 2008 nearly identical: 64% Regulation 9% Both 21% Incentives/Voluntary

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks Support for the Concept of a Pollution Diet Support 73% Oppose 16% NS 11% “Because water cleanup goals have been missed in the past and local water quality problems differ from place to place, the pollution diet is a new effort that will require local governments in Maryland and other Bay states to reduce pollutants coming from homes, businesses, and farms within their jurisdictions. Do you support or oppose this effort?” Three-quarters support the concept.* *But only 13% had heard of the “pollution diet” in December. 80% would support “strengthened regulations on the formulation and application of lawn and garden fertilizers.”

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks “If leaders in the State said more money would be needed to solve the problem of polluted runoff into our local waters, and they proposed a monthly fee that was reasonable, would you be likely to support or oppose that?” (If support/oppose): “Is that strongly or just somewhat {support/oppose}?” Public Support for a Statewide Stormwater Fee 40% oppose 49% support

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks Stormwater Fee: Key Reservations of the Public 69% of households worry about money; 28% every day. Only 15% have “a great deal” of confidence in elected leaders. Perceptions of inequity (2010 Baltimore City focus groups): –Flat fee strongly seen as unfair to lower-income and apartment-dwellers. –Stormwater is seen as a regional concern and should be solved regionally. –Commuters/Businesses not seen as paying their fair share.

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks Informed Support for a Statewide Stormwater Fee 24% oppose 71% support “If you knew that counties all across the state were enacting this new fee at the same time, that the money you pay would be put to work right in your own community, and that it would create jobs in engineering and construction, would you be likely to support or oppose it?”

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks “Would you favor or oppose charging a 5-cent fee on disposable plastic and paper grocery and carry-out bags in Maryland to reduce litter and encourage people to use reusable bags?” Public Support for a Statewide Bag Fee But 62% say they would favor an outright plastic bag ban.

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks Informed Support for a Statewide Bag Fee 34% opposed 64% in favor “If you knew that the 5-cent fee would amount to millions of dollars statewide and the amount raised locally would go back to your community for projects to clean up the local waters, would you favor or oppose a 5-cent bag fee? (If favor/oppose): Is that strongly or just somewhat {favor/oppose}?”

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks Impact of 5-cent Bag Fee in D.C. District of Columbia Survey July 2010 “Have you reduced your usage of plastic bags since the 5-cent bag fee was introduced in January (2010)?” In our D.C. business survey, more owners and managers said the bag fee had a positive than a negative impact: It benefits their bottom line.

24 Marketing and the Bay Plate

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks Profile of the Trust “There is another organization in Maryland called the Chesapeake Bay Trust. Have you ever heard of them?”

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks Profile of the Trust 42% “likely” to give to “a non-profit organization that makes grants to restore and protect the Bay and local rivers...” 11% “very likely.” 52% likely and 19% “very likely” to give through tax check- off if reminded at tax time.

Chesapeake Bay Trust Marylanders and the Environment: 2011 OpinionWorks “Regardless of which one you have, which of the four plates looks the best and you would most want to put on your own vehicle if you had the choice?” Which Plate Looks the Best? 15% of households now say they have a Bay Plate.

28 Marylanders and the Environment: 2011 Statewide Survey on Stewardship and Engagement Chesapeake Bay Trust Conducted by OpinionWorks Finding Insights That Bring Results Annapolis, Maryland