# Presentation: 106472

## What is the Biggest Threatto the NWPS

**What is the Biggest**** ****Threat****to the NWPS**

**Anchors?**
**Encroaching land uses?**
**Invasive exotics?**
**Recreation use?**
**Air and water pollutants?**
**None of the above**

## The biggest threat is abolishment of the NWPS altogether, combined with “chipping away”
Low awareness, no public voice, and little collective energy
Provide wilderness information in places and in forms where people will encounter and digest it
Start with marketing research and lifestyle segmentation
Design educational programs
Monitor results and refine programs

- The biggest threat is abolishment of the NWPS altogether, combined with “chipping away”
- Low awareness, no public voice, and little collective energy
- Provide wilderness information in places and in forms where people will encounter and digest it
- Start with marketing research and lifestyle segmentation
- Design educational programs
- Monitor results and refine programs

**ANSWER**

**PROBLEM**

**ACTION**

**HOW?**

## Marketing Research

- NSRE 2000 will ask knowledge, attitudes, sensitivities, uses, and values of wilderness among prominent segments of the American public
- Segment the public using differences in environmental attitudes, recreation participation patterns, lifestyles, demographics and region of the country
- Use significant factors in the design of tailored marketing and educational strategies.
- With the Wilderness Society organize a national workshop to conceptualize a wilderness benefits framework (WBF).
- Conduct research to estimate use, existence and bequest values of sustainable wilderness management.
- Conduct research that describes economic development benefits of the NWPS and sustainable wilderness management.
- Measure recreational and other direct human uses of designated wilderness.
- Improve the depth and breadth of coverage of the Wilderness System in RPA Assessment and in Results Act long-term strategic planning.

## What is    MarketingResearch?

- What is    MarketingResearch?

- _Get Data_: Examine people’s knowledge, 			behaviors, opinions, interests, ..., that are relevant (or discover what’s relevant) to our business objectives and use those insights to effectively focus our energies.
- _Segment Lifestyles_: Segmenting people into lifestyle similarity of *Activities* (work, hobbies, recreation, etc.); *Interests* (family, community, media, etc.); *Opinions* (social issues, the environment, politics, etc.); *Demographics *(household type, geography, education, etc.).
- _Development_: Tailor delivery to lifestyle, with an emphasis on outdoor recreation styles.
- _Monitoring_: Monitor results, adjust, start preparing for the next wave of change.

## Slide 5

## Slide 6

## Slide 7

## Demographic Makeup

- 		Sports	Fitness	Nature	Outdoor	King		Do
- 		Hogs	Buffs	Lovers	Avids	Fishers	Passives	Nothings

- Average Age	       27	       35            53          41         39             43         46
- Percent Black	         7	         5 	         18	          8 	        2	         16	          7
- Percent Female	       33	       53	         60	         35	       42	         57	        66
- Percent w/
-   College Degree	       24	       42	         18	          21	       33	         29	        44
- Percent w/
-   Income $75K+	       18	       20	           7	          12	       17	         12	        19

## Position on Wilderness

- 		Sports	Fitness	Nature	Outdoor	King		Do
- 		Hogs	Buffs	Lovers	Avids	Fishers	Passives	Nothings

- Aware of NWPS	      37%	      44%	      33%	      39%	     57%	      38%	      56%
- Not enough yet	      66%	      58%	      36%	      50%	     65%	      48%	      57%
- I don’t know if
-   enough or not	        8%	      11%	      40%	      11%	       8%	       15%	      13%
- Ranking on
-   Natural and
-   Aesthetic values
-   of Wilderness	         3           4             6             5            1             7            2

## NSRE 2000

- Contents of
- NSRE

- Participation across 90+ activities
- Risk activity participation
- Favorite activities
- Last trip for outdoor recreation
- Constraints
- Disabilities

- Wilderness knowledge, attitudes, use, values
- Opinions on managing public lands
- Environmental attitudes
- Private land ownership
- Lifestyle indicators
- Demographics

## The Rest of the Story

- Identify the benefits from Wilderness that people value most
- With TWS, convene national workshop of thought leaders to define a Framework of Wilderness Values
- Develop estimates of use, bequest and existence values
- Develop estimates of economic returns to local and subregional communities
- Provide estimates of NF and System-wide recreational use of wilderness

- What are the values and the value of sustainably managed Wilderness?