CASE STUDY
Forterra
REGIONAL VISIONING
Foundations
Aligning regional growth strategy with resident values across the Cascade region.
THE CHALLENGE
A decade after developing its Cascade Agenda for the Cascade region in Washington, Forterra faced a dramatically changing regional landscape shaped by population growth, climate change, and rising economic inequality. To remain relevant and effective, the organization needed to reassess whether its long-term vision still aligned with the evolving needs, priorities, and lived experiences of residents. The challenge was not only to understand how people perceived quality of life and growth, but also to identify the emotional and rational drivers shaping those perceptions, and to translate them into a renewed, actionable strategy for the future.
OUR STRATEGY
Heart+Mind Strategies conducted a comprehensive quantitative study among Cascade region residents to uncover the values and priorities shaping public opinion. Using an online survey across four counties, the research assessed perceptions of quality of life, attitudes toward growth, and key regional priorities. The study also included robust message testing to evaluate which language, narratives, and strategic concepts would resonate most strongly. By combining attitudinal insights with importance-versus-performance analysis, the team identified both functional and emotional drivers, such as traffic congestion, affordability, and environmental preservation, that influence public sentiment and support for regional initiatives.
IMPACT
The research revealed a clear strategic mandate: while residents are optimistic about quality of life, they see significant gaps in critical areas such as transportation, housing affordability, and education. It also identified a powerful “values hinge,” linking practical concerns (e.g., congestion, cost of living) with deeper emotional drivers like well-being, security, and community connection. Messaging insights showed that concepts centered on shared responsibility, sustainability, and balanced growth resonate most strongly. These findings equipped Forterra with a data-driven foundation to refine its regional vision, prioritize investments, and craft compelling communications that align with what matters most to residents, ensuring stronger public engagement and support for future initiatives.