Local Buying Guides - Methodology
The first step in creating the Local Buying Guide was to ask Americans what their American dream looks like. New American Dream has spent years doing this and the responses are remarkably similar: a healthy and secure future for our families, freedom and opportunity for all, fewer international conflicts pulling loved ones overseas, supportive communities of caring people, healthy locally grown food, good schools and civic organizations, plenty of outdoor recreational opportunities, vibrant downtowns, and strong local economies with good jobs that allow time for family, friends, and fun.
The second step was looking for themes. We were enthused to realize that, while few of these dreams can be “purchased,” we can indeed use our consumer decisions to help make each one a reality. Three themes emerged and would form the outline of our resouce guide:
- For dreams related to breaking free from stress and debt, finding deeper meaning than the consumer culture has to peddle, and leaving ample resources and opportunities for future generations, we needed resources for shopping less and saving more.
- For dreams related to vibrant local communities, we needed resources related to buying local and using our consumer decisions to promote strong local economies with good jobs, vibrant downtowns, and high quality local food and products.
- For dreams related to stabilizing the climate, treating workers fairly around the globe, and generally creating a sustainable future for our children, we needed resources for choosing products and services that reduce carbon emissions and are good for people and the planet.
The third step was developing criteria. We selected products that people most regularly consume, as well as those that have the biggest impact, and identified environmentally and socially preferable qualities. We created surveys for each category of business to determine where these products and practices could be found.
Then we hit the streets! A group of volunteers walked through three neighborhoods of D.C., business-by-business, and invited each store manager to complete the survey. The completed surveys were then collected and the responses were rated according to the ratio of "yes we do that" vs. "no we do not." Each question and each section was given equal weight. An overall score combined the three sections and the three top scoring businesses in each category are included in the guide.
The fifth step consists of distribution and promotion. Along with that comes feedback, both giving and taking. On the giving side, New American Dream researched and developed a packet of information for each category of business in order to help walk them through the process of making positive changes. On the taking side, we are listening to businesses, volunteers, consumers, and allied organizations. How can we improve the guide’s content and usability? What do you think of the format? What business categories and criteria should be added? How can we expand the distribution and participation?
Let us know what you think. Send an email to outreach@newdream.org
