National woes versus local priorities
This article was first published in The MJ on 19 September 2013. At Ipsos we spend a lot of time monitoring the mood of the nation, but we tend to ask the public about national issues and topics. Our local surveys of residents for council clients give us a different picture, but it is our new evidence of local priorities across Britain that now provides a reality-check for the ‘Westminster bubble’ about what matters in communities and constituencies. Despite some indications that things are turning around, the economy remains the public’s top concern nationally. According to our August monthly Issues Index, 43% of British adults spontaneously identify the economy as the most important issue, or among the most important issues, facing Britain today. This is followed by race relations and immigration (38%), unemployment (33%) and the NHS (29%). In contrast, despite these times of austerity, when we ask the public to think about issues and priorities locally, economy-related concerns are less prominent. Our Local Improvement Index asks a representative sample of British adults what four or five things from a list ‘most need improving’ in their local area. In contrast to what we see nationally, the three top priorities locally are the condition of the roads and pavements (top of the list with 43% of British adults mentioning it), followed by activities for teenagers (36%), and the cleanliness of the streets (25%). Despite economic woes nationally, wage levels and local cost of living barely figure at the local level (mentioned by less than one in 10 residents), although job prospects remains a top four issue (cited by 23%). These are the same top four local issues that the MJ reported when we ran the Index last summer. But, we find the strength of sentiment changing. That job prospects are mentioned by a smaller proportion than a year ago is perhaps an encouraging sign of easing economic worry (although it still remains one of the top issues for 15 to 24 year olds). Last year one in three (34%) British adults thought job prospects needed improving locally; making it second on the list of top issues behind the perennial activities for teenagers (cited by 35%). This seems to reinforce the picture nationally that public concerns about the economy, whilst still high, look like they may be on the wane. What we think is especially noteworthy from these latest findings is just how prominently key universal services – roads and street cleaning – feature above schools, health services and crime. In particular, there is increasing frustration at the state of local roads. Over four in ten now pick out the condition of the roads and pavements as among those most in need of improvement; a jump from the three in ten we witnessed just a year ago. In contrast, transport barely gets a mention when we poll on the key issues facing Britain. For many, this is unlikely to come as a surprise. For the past few years road maintenance has been the local service which has stood out in terms of active resident dissatisfaction. But, it was not always like this – in every year between 2005 and 2009 our national polling for ADEPT (formerly the County Surveyor’s Society) found more of the British public satisfied than dissatisfied, once by a margin of 22 percentage points, with local road maintenance. Now, the National Highways and Transport Survey – which we undertake in around 70 local authority areas each year – consistently finds strong dissatisfaction with local road conditions, and councils’ response to potholes and repairs. This is tough on councils who have simultaneously had to cope with high demand - surveys show motorists are ever more dependent on their cars - plus several very harsh winters and ever tighter budgets. The latest findings from this summer’s Ipsos Local Improvement Index serve to demonstrate just how challenging the environment is for local government decision-makers. Even when the economy is the top issue nationally, residents still have high expectations of their services locally. Most use the roads. And they will notice if their street is dirty. This helps to explain why time and again research shows that it is these services that most impact on council reputation. Yet, in a climate of unprecedented budget cuts and rising demand for services, councils have no choice but to prioritise on the one hand and disinvest on the other, trying to manage expectations and keep the public onside in the process. Pulling this off is no mean feat, but honest dialogue and engagement with local communities can almost certainly help. About the research Local Improvement Index: Ipsos interviewed 992 British adults aged 15+ across Great Britain face-to-face in-home between 16 and 22 August 2013. Respondents were asked to choose from a list of 21 possibilities what they think most needs improving locally. Data is weighted to the known population profile. Issues Index: Ipsos interviewed 967 British adults aged 18 across Great Britain face-to-face in-home between 08 and 12 August 2013. Respondents are asked unprompted what they see as the most/ other important issues facing Britain today. Data is weighted to the known population profile.
