We have the distinction of being both one of the driest states
in the nation and one of the fastest growing.

 
 
 

With communities, industries, and agriculture heavily reliant on water resources, the recent record lows in the Great Salt Lake and Colorado River underscore the urgency of the situation. In collaboration with Heart+Mind Strategies, Envision Utah launched a comprehensive study to delve into Utahns' values and priorities concerning water. By uncovering residents' true concerns and motivations, this research informs strategies for addressing tradeoffs and behavior changes.

See the first part of the values study here. More results will be published within the next few months.

 
This study provides valuable insights to the following questions:
  • What water-related issues do Utahns most care about?
  • Why do Utahns care about those issues? What are the deeply held values and beliefs that motivate their priorities?
  • What kinds of tradeoffs are Utahns willing to make to serve their priorities?
  • How do priorities, values, and tradeoffs differ by region or other demographics?
  • How do we most effectively communicate about water-related issues?

water values messaging guide

Based on the findings from the values study, we used the data to compile a messaging guide. This messaging guide presents four strategies:

  1. Connect messages to Utahns’ existing values.

  2. Educate people about the specifics.

  3. Use wording and phrases that resonate most with Utahns.

  4. Use illustrations or images to help convey landscaping alternatives

Using these strategies helps us communicate with Utahns more effectively to promote long-lasting change. See the full guide here.

 
 
 

Water has always been on Utahns’ minds

Envision Utah has worked with its research partners to conduct many values studies similar to this one since 1997 on issues such as quality of life in Utah, education, air quality, diversity and inclusivity, and healthy living. These studies consistently provide insights that cannot be gained from any other form of research and Envision Utah has been a national model for how to conduct, understand, and use this research. Values studies like this have shaped communications efforts, political campaigns, long-range planning, and governance in many ways.

In 2017, Envision Utah released a guide titled, Recommended State Water Strategy, check it out here.