LOCALISM
IN RHODE ISLAND
LOCAL BY NATURE
NOVEMBER 2015
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Localism and Localists
Over the past 25 years, the United
States has shifted from taking a lively
interest in the wider world to cautiously
turning its gaze inward.
In the 1990s, the country played a
crucial role in two successful overseas
military interventions: driving the
invading Iraqi army out of Kuwait
and halting bloodshed in the Balkans.
Politically, with the collapse of the
Soviet empire, and economically, with
Japan in decline, the United States
reaped “last man standing” benefits.
The world was hungry for American
technology and American business
ideas. The Web started spreading
around the world, with Silicon Valley at
its heart.
The expansive mood turned inward in
the early 2000s, as exemplified by the
name of the Department of Homeland
Security created in 2002 in response to
the 9/11 terrorist attacks. Intervention
in Afghanistan and then Iraq led to
long years of costly, wearying conflict
abroad. With China and emerging
economies growing fast, American jobs
were migrating to lower-wage countries.
The wider world looked less full of
opportunities and more full of threats.
In short, the direction of Americans’
attention has turned 180 degrees. They
have increasingly shifted from thinking
that what they need is out there
somewhere, over the horizon in another
state or another part of the country.
They’re looking closer to home, to
what’s happening locally. For five years,
Havas PR has been tracking the trend of
attention directed much closer to home;
that’s when we went on record with a
bold statement: Local is the new global.
We’ve called this growing mentality
“localism” and the people who have it
“localists.” This is not simply a fancy
word for the sort of people who have
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always stayed close to home, like
George Bailey in “It’s a Wonderful
Life.” Localists have global awareness.
They have explored and experienced
what’s out there, either physically or
virtually; they’re aware of it, but they
have become more interested in what’s
within reach. They have global options,
but they’re making more local choices.
Localism is a national trend that is
here with us, but, like the future, we
reckon it’s not distributed evenly.
To get some pointers on American
localists as a whole, in spring 2015,
Havas PR commissioned Market Probe
International to field a national online
survey of 1,000 Americans with a
battery of statements probing relevant
behaviors and attitudes. At the same
time, we fielded the same survey
in four states of particular interest
to our agency: Arizona, New York,
Pennsylvania and Rhode Island.
Rhode island’s
local roots
At least four factors make Rhode Island
and declared independence in 1776. The
to the present day. This tends to make
one of the most naturally “local” states in
state has had a colorful and honorable
for a strong local identity.
the whole nation.
history—first to prohibit the importation
of slaves, last to ratify the U.S.
Rhode Island is the smallest state,
Constitution (demanding that the Bill of
measuring just 48 miles by 37 miles for a
colonies, its roots are long and deep. It
Rights be added), home of the Industrial
total of 1,214 square miles. That makes it
was awarded a royal charter in 1663
Revolution and so much more—right up
smaller than many American cities,
Being one of the original American
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% POPULATION GROWTH INDEXED TO 1900
United States
306%
270%
Rhode Island
228%
199%
169%
137%
0% 0% 27% 21%
1900
1910
60% 62%
41% 40%
1920
1930
100% 101%
85%
74%
66%
1940
1950
121%
1960
1970
including greater Phoenix (2,000 square
That’s half the overall increase of
miles). Driving distances are small. In
the United States as a whole (306
fact, the state is practically walkable for
percent), let alone states such as
energetic types, and certainly bikeable.
Arizona (which grew 5,100 percent in
It’s also one of the most densely
populated states, which means more of
its citizens inevitably cross paths more
often. At 1,018 people per square mile, it’s
that same time period). Rhode Island’s
population growth has been “natural,”
meaning driven by births rather than by
newcomers. This might be expected to
make for relatively stable communities
a shade behind second-place New Jersey
in which people know one another and
(1,195). Washington, D.C., is the densest
have strong local ties.
at 9,856, but then again, D.C. is not
really a state. By the standards of many
American states, Rhode Island’s residents
live practically in one another’s pockets,
although even Rhode Island has not been
For all that, being naturally local doesn’t
necessarily equate to being localists.
People who have lived all their lives and
have all their friends and work in the
immune to costly urban sprawl.
same area are certainly well connected
Unlike many states, Rhode Island hasn’t
their mindset might be old-fashioned
experienced a massive influx of migrants
parochial, it might be localist and it
from other states or countries. At just
might well be a mixture of the two. In
over 1 million inhabitants in 2010, the
our survey, we aimed to explore the
population had increased by only 151
nature of local connectedness in Rhode
percent in the 110 years since 1900.
Island.
locally, but they’ve always been local;
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121%
1980
134%
1990
145%
2000
151%
2010
Rhode Island Versus
Other States
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RHODE ISLAND IS THE BEST STATE FOR...
SMARTEST
SEXIEST
HEALTHIEST
17%
14%
10%
YOUNGER PEOPLE
OLDER PEOPLE
9%
8%
We asked Rhode Island respondents
to rate all 50 states on five dimensions
(see above). On none of the dimensions
did Rhode Island score the strongest,
but it was far from the weakest. In each
case, more obvious candidates—such as
Florida for older people—beat out the
home state.
•Its best showing was “smartest,”
where its 17 percent was beaten only
by neighboring Massachusetts, which
scored 21 percent.
•Rhode Islanders had no doubt that
•California was also the frontrunner as
best for young people (29 percent),
ahead of New York (13 percent) and
California was sexiest (37 percent),
Rhode Island, back in third position (9
leaving Rhode Island in a distant
percent).
second (14 percent).
•California led the scoring for healthiest,
•For older people, Florida was far and
away the top choice (70 percent), with
too (15 percent), with Rhode Island a
Arizona (10 percent) just ahead of
closer second, at 10 percent.
Rhode Island (8 percent).
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Home City Versus
Other Cities
We also asked Rhode Island residents
to pick the best city on 11 dimensions.
They could choose from their own city
and two dozen others1 from across the
United States.
Their home city scored most
impressively on “best for everyday
men and women,” with 17.2 percent,
placing it amply ahead of New York
City (7.7 percent) and Charlotte, N.C.
(5.9 percent).
Bearing in mind that Rhode Islanders
were rating their home city against
some world-class cities in different
domains (New York for business, Boston
for medicine, Jacksonville for retirement,
for example), many state residents had
a lot of local pride.
1Austin, Texas; Boston; Charlotte, N.C.; Chicago;
Columbus, Ohio; Dallas; Denver; Detroit; El Paso,
Texas; Fort Worth, Texas; Houston; Indianapolis;
Jacksonville, Fla.; Los Angeles; Memphis, Tenn.;
Nashville, Tenn.; New York; Philadelphia; Phoenix;
San Antonio; San Diego; San Francisco; San Jose,
Calif.; Seattle; Washington, D.C.
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WHERE I LIVE IS THE
BEST CITY FOR...
“I IDENTIFY WITH THE STATE WHERE I LIVE”
EVERYDAY MEN AND WOMEN
17.2%
RETIREMENT
MEDICINE
FOODIES
13%
8.6%
7.8%
MILLENNIALS
MAKERS
LGBT
7.5%
7.1%
7.0%
ENTREPRENEURS
BUSINESS
INNOVATION
6.1%
5.7%
5.7%
ARTISTS
4.5%
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Elements of Personal
Identity
People’s sense of their own identity
builds up gradually over time as they
experience things that come to feel part
of them, things they identify themselves
with: ethnicity, people, places,
institutions, brands and activities. How
does location factor into the mix in a
country like the United States, a nation
of restless people with itchy feet, always
on the move?
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“I IDENTIFY WITH
STATE WHERE
I LIVE”
“I IDENTIFY WITH
THE TOWN/CITY
WHERE I LIVE”
“I IDENTIFY WITH
MY FAVORITE
SOCIAL HANGOUTS”
ALL STATES
ALL STATES
ALL STATES
64.7%
59.0%
35.2%
RHODE ISLAND
RHODE ISLAND
RHODE ISLAND
64.4%
56.6%
34.6%
•“I feel settled in the location (town/
We expected Rhode Islanders to
part of what makes a place feel like
identify with locations strongly—as
somewhere rather than nowhere. More
city) where I currently live”: 69.3
strongly as Americans in general
than a third of Rhode Islanders (34.6
percent all states, 68.8 percent Rhode
and possibly even more so given the
percent) identify with their favorite
Island
small size and distinctiveness of their
social hangout —almost exactly the
state. Sure enough, almost two-thirds
same percentage as the national
of Rhode Islanders (64.4 percent)
sample (35.2 percent).
identified with the state where they
now live, virtually the same as in the
national sample (64.7 percent).
Both nationally and in the state, not
•“Where I live has a real sense of
place”: 59.7 percent versus
57.6 percent
Other results confirmed Rhode
In fact, Rhode Islanders appear more
Islanders’ solid sense of connection
likely (64.6 percent) than Americans as
and location, very much on par with
a whole (59.5 percent) to know a lot of
the national sample:
people in their local area.
quite as many people identified with
the town or city where they now live.
Nationally, it was 59.0 percent; in
Rhode Island, 56.6 percent.
People are intensely social. They value
places and spaces where they can get
together with other people and do
things, or just be: places of worship,
sports clubs, bars and public spaces.
Social hangouts are an important
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Strong Local Interest
and Involvement
We’ve been seeing a steady trend of
Americans getting more interested in
local affairs, partly as a paradoxical effect
of what used to be called the World
Wide Web. Online services constantly
deliver a whole world of news updates
to your nearest connected device:
economic crises in Greece, atrocities in
the Middle East, the latest escapades of
“I AM MORE INTERESTED THAN I USED TO BE
IN WHAT’S HAPPENING LOCALLY”
ALL STATES
RHODE ISLAND
54.0%
53.6%
the Kardashian clan out in Celebrityland,
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and the twists and turns of politicians
in Cablenewsland. But it turns out that
online is also great for getting into the
“I IDENTIFY WITH THE STATE WHERE I LIVE”
local loop.
Overall, more than half of Americans
(54.0 percent) say they are more
interested than they used to be in what’s
happening locally. At 53.6 percent, the
figure for Rhode Islanders is once again
virtually identical.
In the same vein, 32.9 percent of
Americans overall are involved in local
initiatives (chambers of commerce,
schools, volunteering, etc.). For the many
Americans who are involved locally, that
number might look disappointingly low.
Among Rhode Islanders, the number is
marginally higher at 34.4 percent, further
confirming their interest in what’s local.
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Local Connectedness
Almost half of Americans (48.4 percent)
Achievement and getting things done are
but that’s overshadowed by the 62.8
now feel more connected to their local
also big issues in a nation full of restless
percent of Rhode Islanders who prefer
area than they used to. Unlike on other
spirits keen to hit targets and take things
local eateries. A similar dynamic pertains
connectedness questions, Rhode Islanders
to the next level. Widely regarded as a
to shopping. A very solid 64.9 percent
scored a little lower (43.1 percent) than
nation of individualists, Americans are
of Americans prefer to shop locally if
the national sample. On the other hand,
also quick to celebrate the achievements
possible, compared with 74.0 percent of
while well over half of Americans in
of their communities and organizations.
Rhode Islanders.
general socialize locally (60.7 percent), a
Across the nation as a whole, that
higher 68.6 percent of Rhode Islanders
community-oriented mentality seems
do so.
to be growing. More than one-third of
Security is a big issue in a nation where
anxiety has been running high, fanned
by drama-driving media, for at least 14
years now. While national bodies such
as Homeland Security and the military
are looking after the stuff that makes the
Americans in our national sample (35.1
percent) said their sense of satisfaction
depends more on local achievements
than it did before. The number is barely
lower (33.7 percent) among Rhode
Islanders.
headlines, for most people security is a
The spirit of localism in Rhode Island
day-to-day issue in their neighborhood. A
is particularly strong when it comes to
solid 43.0 percent of Americans say their
food—perhaps not surprising in a state
sense of security depends more on strong
that’s renowned for its seafood. Overall,
local connections than it did before, and a
half of Americans (50.2 percent) say
marginally higher 43.9 percent of Rhode
they prefer to eat out at locally owned
Islanders think that way.
restaurants rather than branded chains,
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What it all means for marketers
what’s local to them.
conditions and social attitudes in Seattle
and Denver are different from those in
San Antonio and Boston. Drilling down
further, localism in Providence might
well differ from localism in Newport,
even though they are only 35 miles
apart. There’s no such thing as onesize-fits-all localist marketing strategies
and tactics. Pretty much by definition,
the principles of localist marketing
have to be adapted down to state, city,
neighborhood and even block level.
Another crucial point is that although
localism is a broad trend with common
features across geographies and
demographics, the specific ways
localists behave differ from place
to place. There are important local
variations in localism. The living
On the face of it, local connectedness
in Rhode Island is pretty much on par
with the whole country. The question
is how much of this is traditional
parochialism and how much is modern
localism. On one hand, a strong element
of parochialism is likely. Rhode Island
The trend toward greater localism—
people taking a lot more interest in
what’s local to them—covers mixes of
anything from shopping, socializing and
entertainment to work and volunteering
to their sense of identity and belonging.
The first essential point for marketers
is that localism has big implications for
consumers’ time, attention and energy:
The more localist they are, the more
of those vital resources they spend on
has a pretty stable population with
little demographic churn to stir things
up, certainly little inward migration.
Local connectedness is more likely to
be a long-standing fact of life than an
aspiration. On the other hand, Rhode
Islanders are exposed to the same
factors that are fostering localism across
the country: mobile devices making
local businesses and events more
searchable on the fly; constant feeds
of anxiety-inducing national and global
news; and awareness of how global
forces affect local economies.
Either way, Rhode Island offers marketers
great potential to help its residents and
visitors (students, tourists, businesspeople
and more) tap into local resources that
are so distinctive to the state.
PHOTO CREDITS
Page 1: creativecommons.org/Ruth Clark
Page 2: creativecommons.org/R’lyeh Imaging
Page 3: creativecommons.org/Timothy
Burling
Page 4: creativecommons.org/6SN7
Page 5: From top: creativecommons.org/
Joe Bar; creativecommons.org/Eric Harrison;
creativecommons.org/U.S. Fish and Wildlife
Service Northeast Region
Page 6: creativecommons.org/Artur
Staszewski
Page 7: creativecommons.org/Will G
Page 8: From top: creativecommons.org/Jef
Nickerson; creativecommons.org/6SN7
creativecommons.org/Timothy Burling;
creativecommons.org/m01229
Page 9: Clockwise from left:
creativecommons.org/Eric Kilby;
creativecommons.org/Jef Nickerson;
creativecommons.org/Timothy Burling
Page 12: From top: creativecommons.org/
Gary Brownell; creativecommons.org/Gavin
Stewart
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digboston; creativecommons.org/Timothy
Burling
Page 11: Clockwise from top:
creativecommons.org/Kelly Sikkema;
creativecommons.org/jakerome;
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Heather Katsoulis; creativecommons.org/Jef
Nickerson; creativecommons.org/Lee Wright
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Bob; creativecommons.org/Timothy Burling
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Burling
Havas PR
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New York, NY 10016
us.havaspr.com
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Providence, RI 02903
Marian Salzman, CEO
E: [email protected]
C: 646-361-1837
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