2020 Census Barriers, Attitudes, and Motivators Study (CBAMS) Survey and Focus Groups: Key Findings for Creative Strategy October 31, 2018 0 Authorized Use Only Outline 1 CBAMS Overview 2 Study Design 3 Key Findings 4 Baseline 5 Barriers 6 Motivators & Facilitators 7 Select Audiences 8 Conclusions & Recommendations 1 Authorized Use Only 033339 Authorized Use Only CBAMS Overview Purpose Understand attitudes, barriers, & motivators toward the census Increase self-response to the 2020 Census Inform & inspire creative strategy Research Questions 1. Who intends to respond to the census? 2. Where do gaps in knowledge about the census exist? 3. What barriers would prevent people from completing the census? 4. What would motivate people to complete the census? Methodology Quantitative Survey Qualitative Focus Groups 3 Authorized Use Only N, 0 .0 .Z A Study Design: CBAMS Survey The 2020 CBAMS Survey was administered from February to April 2018 to 50,000 households in all 50 states and Washington, D.C. • Questionnaire consisted of 61 questions • Adults 18+ were eligible to participate via mail or web • Households in the sample received a prepaid incentive and up to five mailings inviting them to participate • Oversampled Asians, Blacks, Hispanics, and other small-sample races. • Roughly 17,500 people responded to the survey 5 Authorized Use Only Study Design: CBAMS Focus Groups 2020 CBAMS Focus Groups held in March and April 2018. • 42 focus groups conducted with 11 audiences across 14 locations • 16 focus groups were non-English • Focus group transcripts went through a rigorous process to ensure intercoder reliability • Transcripts were analyzed to identify themes among response barriers and motivators 6 Authorized Use Only Study Design: CBAMS Focus Groups 2020 CBAMS Focus Groups conducted among the 11 audiences. American Indian And Alaska Native Black or African American Chinese – Cantonese and Mandarin Low Internet Proficiency Middle Eastern And North African Native Hawaiian And Pacific Islander (NHPI) Rural Spanish (Puerto Rico) Spanish (U.S. Mainland) Vietnamese 7 Young And Mobile Authorized Use Only N, 0 .0 .Z A Key Findings Areas Knowledge Gaps Intent to Respond Motivators Concerns & Attitudinal Barriers 9 Authorized Use Only United States ensus 2020 N, 0 .0 .Z A Only 7 in 10 said they were likely to respond CBAMS Survey and Decennial Census Measured vs Observed Response Rate 2020 Census 2018 CBAMS Survey 2010 Census 2008 CBAMS Survey TBD The mail response rate to the 2010 census was 22.5 pts lower than measured in the 2008 CBAMS Survey 67% 63% 86% CBAMS measures those who are “extremely” or “very” likely to fill out the census form if the census were held today 11 Note: Due to methodological differences, direct statistical comparisons between 2008 and 2018 survey are not appropriate. Authorized Use Only Intent to respond is very low among some Select groups with the lowest intent to respond Low levels of efficacy 48% Asians 55% Less than a high school diploma 50% Low internet proficiency 55% 18-34 year olds 54% Lives in household with 6+ people 58% Low internet proficiency 54% Renters 60% 12 Authorized Use Only Experiences with the census varied Positive I thought it was kind of fun…it didn’t bother me. I had some trust that they weren’t going to use it against me or whatever…so I was fine with it.” — Rural 13 Authorized Use Only Negative The experience was negative because it got to be tedious, monotonous, and you went like, ‘Gosh, what is the purpose of what we’re trying for here? Does it need to be that complicated?’” — Low Internet Proficiency Others chose not to respond in the past I didn’t [participate] basically from lack of knowledge. I didn’t know anything about it, so push it to the side. It was quite frankly [a] lack of knowledge.” — Black or African American Someone came to our door when we first moved in our neighborhood, and my youngest was a baby. She was almost two when we moved in there and I also had three daughters, so you know – it was going to take a while, and I ended up just telling them that I did not have the time to do it.” — Low Internet Proficiency 14 Authorized Use Only Many know the census basics, but not much more How familiar are you with the U.S. census? 8% Not at all familiar 13% Not too familiar 46% Somewhat familiar 24% Very familiar 9% Extremely familiar 79% In their own words [What comes to mind when I hear ‘census’?] I don’t know. Isn’t that like the people that want to know like everything? They send you letters to your house.” — AIAN 15 Authorized Use Only Overview of knowledge gaps As you understand it, will the 2020 Census be used in any of the following ways or not? 16% 29% 55% Counts both citizens and non-citizens (True) 12% 31% 57% To determine how many representatives each state will have in Congress (True) 3% 6% 31% 63% To help the police and FBI keep track of people who break the law (False) To locate people living in the country without documentation (False) 53% 37% 10% To determine property taxes (False) 52% 38% 10% To determine the rate of unemployment (False) Correct 41% 29% Don't know Authorized Use Only 16% 39% 45% To determine how much money communities will get from the gov't (True) 16 17% 80% To determine changes in the size, location, and characteristics of the U.S. (True) Incorrect 30% Knowledge about funding from census data is low As you understand it, will the 2020 Census be used in any of the following ways or not?   Counts both citizens and non-citizens (True)   To locate people living in the country without documentation (False)  % Correct by Race/Ethnicity 57% Black/AA, NH: 40% Small sample race, NH: 41% 55% Asian, NH: 43% Hispanic, any-race: 43% 53% White, NH: 47% To determine the rate of unemployment (False) 17 Correct 41% 29% Don't know Authorized Use Only Incorrect 16% 29% 37% 10% 38% 10% 16% 39% 45% To determine how much money communities will get from the gov't (True) 12% 31% 52% To determine property taxes (False) 3% 6% 31% 63% To help the police and FBI keep track of people who break the law (False) To determine how many representatives each state will have in Congress (True) 17% 80% To determine changes in the size, location, and characteristics of the U.S. (True) 30% Hispanics & Asians know census counts non-citizens As you understand it, will the 2020 Census be used in any of the following ways or not? 55% Counts both citizens and non-citizens (True) To determine how much money communities will get from the gov't (True) To determine the rate of unemployment (False) 18 Correct      % Correct by Race/Ethnicity: 52% Hispanic, any-race: 68% Asian, 45% NH: 64% Small sample race, NH: 57% 41% 29% NH: 54% White, Black/AA, NH: 48% Don't know Authorized Use Only Incorrect 16% 29% 53% To locate people living in the country without documentation (False) 12% 31% 57% To determine how many representatives each state will have in Congress (True) 3% 6% 31% 63% To help the police and FBI keep track of people who break the law (False) To determine property taxes (False) 17% 80% To determine changes in the size, location, and characteristics of the U.S. (True) 37% 10% 38% 10% 16% 39% 30% Asians & Blacks are misinformed about use of census As you understand it, will the 2020 Census be used in any of the following ways or not? 80% To determine changes in the size, location, and characteristics of the U.S. (True) 63% To help the police and FBI keep track of people who break the law (False) 57% To determine how many representatives each state will have in Congress (True) 55% Counts both citizens and non-citizens (True) 16% 29% To locate people living in the country without documentation (False) 53% 37% 10% To determine property taxes (False) 52% 38% 10% To determine the rate of unemployment (False) Correct 41% 29% Don't know Authorized Use Only Incorrect 16% 39% 45% To determine how much money communities will get from the gov't (True) 19 % Incorrect by Race/Ethnicity: 17% 3%  Asian, NH: 19% 6%  Black/AA, NH:31% 19%  Small sample race, NH: 12% 12% 31%  Hispanic, any-race: 10%  White, NH: 8% 30% Hispanics believe the census would be used to find undocumented people I feel that it does go to the immigration agency.” — Spanish (U.S. Mainland) [I would not participate in the census because] they [immigration] will know where we are and what our names are and where we live…” — Spanish (U.S. Mainland) 20 Authorized Use Only For example, let's say in my house two people would be affected…And sometimes, it is the opposite. Sometimes the others can't be affected, but we can. The heads of households. So, in any case, one is at risk [by filling out the census].” — Spanish (U.S. Mainland) United States ensus 2020 N, 0 .0 .Z A Major barriers to participation in the 2020 Census Apathy & Efficacy Concerns about data confidentiality & privacy Fear of Repercussions Distrust in Government 22 Authorized Use Only Low levels of efficacy across audience groups 41% said it only matters “a moderate amount,” “a little,” or “not at all” if they are personally counted in the census. 23 Authorized Use Only Low levels of efficacy across audience groups Select groups with the lowest levels of efficacy 18 – 34 year olds 55% Asians 47% Small-sample races 46% Whites 43% Responded to survey in English 41% 24 Authorized Use Only Some were apathetic – they didn’t care Apathy [I would not fill it out] just for not wanting to do it. Just not feeling like it… it kind of seems like taking a survey or something. Almost kind of pointless, like it doesn’t mean anything. It’s not going to help anyways or do anything. It’s more bothersome or more of a nuisance than anything, I guess.” — Low Internet Proficiency [I would not fill out the census because] I just don’t care.” — Chinese 25 Authorized Use Only Others lacked efficacy – it didn’t matter if they were counted Lack of Efficacy They won’t ever come into the hood, give us stuff that we need, or give us anything. You go out where she at [a suburb] and you see parks and they get cleaned up, you see areas and centers and everything. Well, we have none of that. That’s why I see a thousand kids on the block every day…So many high schools been closed. [It’s connected to the census] because they not helping. They not giving us no money. Then they up there counting, taking counts for everybody for what?” — Black or African American 26 Authorized Use Only Census’ definition of confidentiality The U.S. Census Bureau is bound by Title 13 of the United States Code. It provides strong protection for the information we collect from individuals and businesses. The Census Bureau has one of the strongest confidentiality guarantees in the federal government. It is against the law for any Census Bureau employee to disclose or publish any census or survey information that identifies an individual or business. This is true even for inter-agency communication: the FBI and other government entities do not have the legal right to access this information. 27 Authorized Use Only Respondents worry about confidentiality 28% were “extremely concerned” or “very concerned” that the Census Bureau would not keep their answers confidential. 28 Authorized Use Only Respondents worry about confidentiality Select groups with the highest levels of worry about confidentiality Asians 41% Low English proficiency 41% Low internet proficiency 40% Blacks/African Americans 38% Less than a HS diploma 38% Born outside the U.S. 37% 65+ years old 35% High efficacy 32% 29 Authorized Use Only Some are concerned the census shares data 24% were “extremely concerned” or “very concerned” that the Census Bureau would share their answers with other government agencies. 30 Authorized Use Only Some are concerned the census shares data Select groups with the highest levels of concern about data sharing Low English proficiency 37% Blacks/African Americans 34% Responded in Spanish 36% Born outside U.S. 32% Less than HS diploma 35% Hispanics 32% Asians 35% Small-sample races 30% Low internet proficiency 35% 65+ 29% 31 Authorized Use Only Privacy and confidentiality concerns in focus groups Privacy Concerns Privacy [is a reason why people would not fill out the census]. I think there’s a lot of people that are out there – I work in health and we have to keep things private – they probably think, ‘Why do I have to give you this?’” — AIAN 32 Authorized Use Only Privacy and confidentiality concerns in focus groups Confidentiality Concerns Every single scrap of information that the government gets goes to every single intelligence agency, that’s how it works…individual level data. Like, the city government gets information and then the FBI and then the CIA and then ICE and military…” — MENA 33 Authorized Use Only Nearly 1 in 4 respondents fear that their answers to the 2020 Census will be used against them 22% were “extremely concerned” or “very concerned” that their answers would be used against them. 34 Authorized Use Only Nearly 1 in 4 respondents fear that their answers to the 2020 Census will be used against them Select groups with the highest levels of fear Asians 41% Responded to survey in Spanish 34% Low English proficiency 39% Less than high school diploma 32% Born outside U.S. 34% Live in households in HTC census tracts 31% 35 Authorized Use Only Participants believed the government would use their data against them personally… Harm to the Community They could say, ‘Look, this community has, like, X amount of race or something; let’s avoid them, or let’s define that area’… you can see it sometimes where they don’t fund certain schools because it’s in certain ‘bad areas.’” — MENA 36 Authorized Use Only …or themselves Harm to Self [Someone might choose not to participate because] it can come back and haunt them...Like if you get food stamps, ...and they will be afraid that it's going to affect their food stamps if they report somebody else is there.” — NHPI 37 Authorized Use Only The 2020 Census benefits the community Do you believe answering your 2020 Census form could benefit or harm [your community/you] in any way? Your Community You Benefit 54% 37% Neither benefit nor harm 21% 44% Both benefit and harm 24% 1% Harm 38 Authorized Use Only 18% 1% Hispanics most likely to believe in community benefits Do you believe answering your 2020 Census form could benefit or harm [your community/you] in any way? Your Community You Benefit 54%      % Benefit by Race/Ethnicity Hispanic, any-race: 21% 62% Asian, NH: 55% White, NH: 53% Black/AA, NH: 52% Small sample race, NH: 47% 24% 1% 37% Neither benefit nor harm 44% Both benefit and harm Harm 39 Authorized Use Only 18% 1% Small-sample races & Whites perceive fewer personal benefits from responding Do you believe answering your 2020 Census form could benefit or harm [your community/you] in any way? Your Community You Benefit 54% Neither benefit nor harm 21% Both benefit and harm 24% 1% Harm 40 Authorized Use Only 37%      % Benefit by Race/Ethnicity Hispanic, any-race: 48% Black/AA, NH: 43% Asian, NH: 40% White, NH: 34% Small sample race, NH: 33% 18% 1% 44% There are misperceptions about the census’ purpose As you understand it, will the 2020 Census be used in any of the following ways or not? 31% 63% To help the police and FBI keep track of people who break the law (False) To determine how many representatives each state will have in Congress (True) Counts both citizens and non-citizens (True) 3% 6% 57% 12% 37% are unsure if31% it used this way 55% 29% 16% To locate people living in the country without documentation (False) 53% 37% 10% To determine property taxes (False) 52% 38% 10% 45% To determine how much money communities will get from the gov't (True) To determine the rate of unemployment (False) 41 17% 80% To determine changes in the size, location, and characteristics of the U.S. (True) Correct 29% Don't know Authorized Use Only 10% mistakenly think that the 16% 39% to locate people census is used living in the country without 30% 41% documentation Incorrect The citizenship question may be a major barrier 1. 2. Its purpose is to find undocumented immigrants The political discourse is targeting their ethnic group – residents and citizens may also feel endangered [The purpose is] to make people panic… Some people will panic because they are afraid that they might be deported.” — Vietnamese For this census, a lot of people are afraid. It doesn’t matter if they ask you whether or not you’re a citizen. The first question they ask you, are you Hispanic or Latino? And that’s enough. That’s all they need. And people are scared.” — Spanish (U.S. Mainland) ICE is working with different groups on deportation sweeps, and it would make me feel like I’m aiding in that. They’re doing a lot of illegal stuff, and so I wouldn’t fill out any of the questions.” — MENA [Latinos will not participate] out of fear…[there] is practically a hunt [for us] …Latinos are going to be afraid to be counted because of the retaliation that could happen - it's like giving the government information, saying, ‘Oh, there are more here.’” — Spanish (U.S. Mainland) 42 Authorized Use Only Distrust is highest for the federal government 59% 55% 47% said they did not trust the federal government said they did not trust their state government said they did not trust their local government 43 Authorized Use Only Low intent to respond and high distrust Select groups with the highest levels of distrust in the federal government Low levels of efficacy 68% Some college or associate degree 62% Low intent to respond 66% High English proficiency 61% Small-sample races 63% Household not in HTC census tract 60% Whites 63% Responded to survey in English 60% Born in the U.S. 62% 44 Authorized Use Only Those who distrust the government do so strongly [The government will sell personal information] in a heartbeat.” — Rural The government has always been intrusive as it is, and it’s probably a level of intrusion. That’s why people are like, ‘Hold on, what you want to know what’s in my bed, at my house, and who’s using my toilet? You should go mind your business.’” — NHPI 45 Authorized Use Only The U.S. Census Bureau is connected to the U.S. government. I don’t trust the government not one bit, so I wouldn’t even if they told me this is what we’re going to do I wouldn’t.” — Black or African American Motivators Facilitators Authorized Use Only Survey respondents chose Funding for Public Services as the single most important reason to respond What is the one most important reason to fill out the census? 30% Helps determine funding for public services in my community 25% It is my civic duty 17% Contributes to a better future for my community 15% Provides information for my local government to plan for changes 9% Determines my state’s number of elected representatives 47 Authorized Use Only Funding for Public Services is the one most important reason to respond for all races/ethnicities What is the one most important reason to fill out the census?      % by Race/Ethnicity Black/AA, NH: 34% Hispanic, any-race: 33% Small sample race, NH: 29% White, NH: 29% Asian, NH: 27% 30% Helps determine funding for public services in my community 25% It is my civic duty 17% Contributes to a better future for my community 15% Provides information for my local government to plan for changes 9% Determines my state’s number of elected representatives 48 Authorized Use Only Public services are important to nearly all respondents Most Important Motivators Hospitals and healthcare 94% Fire departments 94% Police departments 92% Roads and highways 92% Enforcement of civil rights laws 86% Schools and education system 85% Civic duty 82% Contributing to a better future for community 81% 49 Authorized Use Only What would motivate people to participate? Conditions that need to be met to be most compelling 1 Information about the census and its impact 2 Tangible evidence Schools & Education System Our schools need help. The schools here do need help. It hasn’t been that long since the school system was shook up pretty bad, so it does need help, and I don’t know about the fire departments.” — Low Internet Proficiency Better Future for Community [I would fill it out] because that data is going to impact my community. And if it’s not my community, because I die, then my grandchildren and my children.” — Spanish (U.S. Mainland) 3 Connection to a better future 50 Authorized Use Only How the community can assuage skepticism Trusted voices and organizations with deep community roots may facilitate participation among the most skeptical by: • Providing information about the community funding and the general census process • Assuring people that participation is safe 51 Authorized Use Only Trusted voices and organizations Most definitely [my church would assure me if I had concerns about filling out the census form].” — Rural Those who are representing and helping the Hispanic communities [would assure me my information is safe]…Those who are independent, who support all the Hispanics. Those who are now helping [with] DACA and all those young people.” — Spanish (U.S. Mainland) Somebody raised in the city, knows the hardships, and something like that, not somebody that just got elected to be somebody.” — Black or African American 52 Authorized Use Only Select Audiences Audiences presented in alphabetical order. Authorized Use Only Audience: AIAN  Motivators to respond  Participants expressed a desire to learn more about the census and its process, applications, and impact on them. Some also wanted to know what the Census Bureau is and what it does with census information.  Participants stated a need for funding of community improvement projects. They identified the key institutions of schools and hospitals as the leading beneficiaries of such funding.  Emphasizing the importance of trusted voices, some said they participated because they knew the person at the door.  Attitudinal barriers  Among all AIAN groups, concerns of privacy proved to be the most widely cited barrier for filling out the census form.  In multiple cases, participants attributed their lack of previous or potential future participation to privacy concerns—whether it was not feeling comfortable divulging personal information to an unknown enumerator or sending private information through a form. 54 Note: Audience insights are based on focus group data only because there were concerns about the ability to obtain unbiased data for this group using a quantitative survey. Audience: Asian  Intent to respond (55%) was lower than average  Top misconceptions about the census the marketing campaign could address  Used to locate people living in the country without documentation (false, 19% incorrect)  Used by the FBI and police to keep track of people who break the law (false, 18% incorrect)  Used to determine how much money communities get from government (true, 15% incorrect)  Top attitudinal barriers  Concern about confidentiality of answers (41%)  Fear of repercussions (41%)  Distrust in government (41%)  Other considerations  Focus group participants emphasized that language is a significant potential barrier to participation.  Many Asian focus group respondents were particularly guarded about potential scams surrounding the census. Their concerns were heightened at the prospect of direct interactions with or visits to their homes by strangers in part because they are providing what they see as personal information. 55  Many referred to filling out the census as a “responsibility as a citizen.” – but, particularly in multiplefamily households, did not want to/feel it appropriate to fill out the census for others. Audience: Black/African American  Intent to respond (64%) was lower than average  Top misconceptions about the census the marketing campaign could address  Used to count citizens and non-citizens (true, 21% incorrect)  Used to locate people living in the country without documentation (false, 19% incorrect)  Used to determine number of representatives in congress (true, 18% incorrect)  Top attitudinal barriers  Concern about confidentiality of answers (38%)  Fear of repercussions (34%)  Concern that answers will be shared with other government agencies (34%)  Other considerations  Focus group participants had little hope that the 2020 Census would benefit their communities, as they had not seen change result from the census in the past.  The focus group discussions revealed that participants strongly distrusted the government (all levels) and, by extension, the census. Participants related this to personal experience and unmet expectations. 56  Some focus group participants said the government uses the census to “control” aspects of the population, leading to poor conditions in their communities compared to other communities. Audience: Hispanic  Intent to respond (65%) was slightly below average  Top misconceptions about the census the marketing campaign could address  Used to determine how much money communities get from gov’t (true, 17% incorrect)  Used to determine number of representatives in congress (true, 16% incorrect)  Used to locate people living in the country without documentation (false, 10% incorrect)  Top attitudinal barriers  Concern about confidentiality of answers (34%)  Concern that answers will be shared with other government agencies (32%)  Fear of repercussions (33%)  Other considerations  Focus group participants expressed intense fear that information will be shared with other government agencies to help them find undocumented immigrants. Participants worried that their participation in the census could harm them personally or others in their communities/households they care about.  When presented with the Census Bureau’s promise of confidentiality, participants did not believe the promise would be kept. 57  In Puerto Rico, Hurricane Maria displaced many people, and multiple families now occupy a single address, creating significant confusion about how to define a household. Audience: Households with Young Children  Intent to respond (60%) was lower than average  Top misconceptions about the census the marketing campaign could address  Used to determine how much money communities get from government (true, 19% incorrect)  Used to determine number of representatives in congress (true, 15% incorrect)  Used to count citizens and non-citizens (true, 14% incorrect)  Top attitudinal barriers  Distrust in government (57%)  Believe participating in the census will neither benefit nor harm them personally (43%)  Fear of repercussions (24%) 58 Note: Audience insights are based on survey data only. Households with young children is defined as households with children 5 years old and younger. Audience: Lesbian, Gay, & Bisexual  Intent to respond (67%) was average  Top misconceptions about the census the marketing campaign could address  Used to count citizens and non-citizens (true, 14% incorrect)  Used to determine how much money communities get from government (true, 12% incorrect)  Used to locate people living in the country without documentation (false, 10% incorrect)  Top attitudinal barriers  Distrust in government (64%)  Believe participating in the census will neither benefit nor harm them personally (45%)  Concern about confidentiality of answers (28%) 59 Note: Audience insights are based on survey data only. Audience: MENA  Motivators to respond  Focus group participants wanted to feel that they counted and expressed that the inclusion of a MENA category would be an acknowledgement that they exist. The absence of a MENA category, on the other hand, can create feelings of exclusion as well as confusion about how to respond.  Completing the census as a form of civic responsibility was a strong motivator among those who became naturalized citizens as adults, but was unconvincing among the native born and those who immigrated to the U.S. as young children.  Attitudinal barriers  Participants feared the government would use their information against them in the future for a reason they did not yet know. Many doubted the government would safeguard their data, especially after the travel ban that included many of their countries of origin.  Others reported experiencing discrimination, both by the government and society. They believed the inclusion of a “Middle Eastern or North African” option could facilitate this discrimination by preventing the distribution of funds and opportunities to their communities by private or public benefactors. 60 Note: Audience insights are based on focus group data only, due to low incidence in both the population and the sample. Audience: NHPI  Motivators to respond  Participants took pride in seeing their separate nations of origin as options on government forms. The Native Hawaiians were proud when “Native Hawaiian” became its own group in the census.  While NHPI participants of other nationalities supported the Native Hawaiians, they wanted their own nationality to be an option.  NHPI participants had a strong desire to help their community.  Attitudinal barriers  Multiple participants found the census questions (e.g., how many people live in your household) too intrusive and did not feel comfortable filling out the form.  Focus group participants often expressed fear of their information being shared due to their living situations and perceived risk of eviction. Many lived in large, complex households with a number of people in their house—more than the property owner knew.  Focus group participants didn’t know why the census collects their information, and connected their negative experiences with the government to potential repercussions (e.g., eviction, loss of food assistance eligibility) for completing the census. 61 Note: Audience insights are based on focus group data only, due to low incidence in both the population and the sample. Conclusions Recommendations Authorized Use Only Connecting Census & Community Funding Helps determine funding for public services in my community 30% It is my civic duty 25% 17% Contributes to a better future for my community 15% Provides information for my local government to plan for changes 10% Determines my state’s number of elected representatives 63 Authorized Use Only Although people identified “helps determine funding for public services in my community” as the most important reason to fill out the census… …only 45% of people know that the census is used to determine community funding. Big Picture Conclusions Knowledge Gaps • There is a general lack of knowledge about the census’ scope, purpose, and constitutional foundation Barriers • Apathy and lack of efficacy • Privacy concerns • Fear of repercussions • Distrust of government Motivators • Funding for community needs is the most influential motivator across audiences 64  Connecting census participation to support for local communities addresses apathy and lack of efficacy  Informing the public on the census’ scope, purpose, and process addresses privacy and confidentiality concerns and fear of repercussions  Engaging trusted voices addresses trust-based concerns, especially among the most skeptical and disaffected • Services such as hospitals, fire departments, and schools are important to many respondents Authorized Use Only United States ensus 2020 N, 0 .0 .Z A People are divided on mode preference Which comes closest to your view? 32% I prefer to fill out paper forms instead of online forms 28% I have no preference 40% I prefer to fill out online forms instead of paper forms Give two options [to complete the census]. If you want to fill it out online, you can do or provide the document and say, ‘Look, you can do it in writing and send it by mail.’” — Spanish (Puerto Rico) There needs to be both because you have people who aren’t used to computers.” — Black or African American I would prefer [online] than having to speak to someone. I feel like if you go on a website, they’re more likely to give more information than if they just hire someone to go in front of you and ask you.” — Young and Mobile 66 Authorized Use Only Appendix Table A.1: Percentage of knowledge about the census Knowledge Question The census is used to determine what changes have taken place in the size, location, and characteristics of the people in the United States. [True] The Census Bureau is required by law to keep information confidential. [True] The census is used to help the police and FBI keep track of people who break the law. [False] The census is used to determine how many representatives each state will have in Congress. [True] The census counts both citizens and non-citizens. [True] The census is used to locate people living in the country without documentation. [False] The census is used to determine property taxes. [False] The census is used to determine how much money communities will get from the government. [True] The U.S. Constitution requires the census be conducted. [True] The census is used to determine the rate of unemployment. [False] The law requires you to answer the census questions. [True] Notes: (1) Based on the question format, “Is the census used to __________, or is it not used for this?” 67 Authorized Use Only Answered Incorrectly Answered Correctly (Includes “Don’t Know”) 80% 20% 71% 63% 57% 55% 53% 52% 45% 34% 29% 25% 29% 37% 43% 45% 47% 48% 55% 66% 71% 75% Appendix Table A.2: Percentage of respondents who chose each motivator as the ONE most important reason to fill out the census Weighted Percentage of Respondents Reason It helps determine funding for public services in my community like schools and fire departments It is my civic duty (along with voting, jury duty, paying taxes) It contributes to a better future for my community It provides information for my local government to plan for changes in my community It determines how many elected representatives my state has in Congress It is used to enforce civil rights laws It shows that I am proud of my cultural heritage 30% 25% 17% 15% 10% 2% 1% Notes: (1) Based on the question, “Which ONE of the following is the most important reason, to you personally, that you should fill out the census form? Select only one answer.” 68 Authorized Use Only Appendix Table A.3: Percentage of respondents who identified each motivator as “extremely important” or “very important” Motivator Weighted Percentage of Respondents Hospitals and healthcare Fire departments Police departments Roads and highways Enforcement of civil rights laws Schools and education system Civic Duty Contributing to a better future for your community Information for local government planning Determining number of congressional representatives Job training programs Public transportation Displaying pride in cultural heritage Daycare for children 94% 94% 92% 92% 86% 85% 81% 82% 76% 72% 61% 57% 56% 50% Note: Based on the question “How important, if at all, is each of the following to you personally? (a) Extremely important (b) Very important (c) Somewhat important (d) Not too important (e) Not at all important.” 69 Authorized Use Only Study Design: CBAMS Focus Groups Team Y&R conducted the CBAMS Focus Groups among the following audience groups. AUDIENCE CATEGORIES RECRUITMENT CRITERIA PARTICIPANTS American Indian And Alaska Native Identifies as AIAN; speaks English at home 41 Black or African American Identifies as Black or African American; has a high school education or less, or has a household income under $30,000/year 29 Chinese – Cantonese and Mandarin Speaks Chinese at home 31 Low Internet Proficiency Uses the internet a few times a month or less; speaks English at home 31 Middle Eastern And North African Identifies as MENA; speaks English at home 30 Native Hawaiian And Pacific Islander (NHPI) Identifies as NHPI; speaks English at home 28 Rural Identifies as White, Non-Hispanic; lives in a Zip Code Tabulation Area identified as rural in the 2010 Census 15 Spanish (Puerto Rico) Resident of Puerto Rico; speaks Spanish at home 32 Spanish (U.S. Mainland) Speaks Spanish at home; is a resident of mainland U.S. 32 Vietnamese Speaks Vietnamese at home 29 Young And Mobile Is 18 to 24 years old and not married; rents home 10 Total Seated 70 Authorized Use Only 308