Department for Environment, Food and Rural Affairs: Natural environment project

The challenge

We were challenged by Defra Strategic Marketing to inform the development of a new communications strategy being explored by a cross-cutting policy group focused on the natural environment. The challenge was to conduct a rapid audit of existing research on public attitudes and behaviour towards the natural environment, amalgamate the evidence, and make recommendations for fruitful communications approaches and further research. Prior to primary research into public attitudes and behaviours, Defra was keen to develop a better understanding of existing knowledge, while uncovering gaps that might be filled by future primary research.

In this context, the phrase 'natural environment' referred to attitudes and behaviours in the following areas:

  • air quality
  • biodiversity
  • land
  • marine environment
  • soil
  • water.

Our approach

The research approach took a wide-ranging approach to gathering information. We conducted interviews with communications experts, made contacts with academics versed in the literature, interrogated databases of academic work, and gathered market research conducted by Government and the private sector. We assessed the extensive database for its reliability and validity and consulted with the client on the interim findings at a mid-project review point meeting. Our approach was an iterative one, working with the client on making contacts, gathering the evidence, developing findings and making recommendations.

Outcomes

At the conclusion of the project, Defra and COI were presented with a final report and presentation that addressed the original objectives. The main findings of the research were that there is a lack of evidence, particularly in England and Wales, on public attitudes and behaviours towards the natural environment. Also, people's personal contexts affect attitudes and behaviours markedly, with attitudes to global issues often being formed as the result of locally formed perceptions. Furthermore, people tend to be motivated to act at different emotional levels.