The American Health Values Survey: Implications for Health Communicators Engaged in Community-Level Change Efforts

Theoretical Background and research questions/hypothesis:  The Robert Wood Johnson Foundation’s new Culture of Health (CoH) vision embraces a broadly integrated and comprehensive approach to health—one where well-being lies at the center of every aspect of American life. Its four part Action Framework emphasizes making health a shared value; fostering cross-sector collaboration to improve well-being; building healthier, more equitable communities; and strengthening the integration of health services and systems.  In order to better understand how Americans differ with respect to the critical issues underlying the CoH vision, the Foundation commissioned The American Health Values Survey (AHVS). The goal is to segment U.S. adults based on their values and beliefs including (at the individual level) the importance of health as a life concern; how health is defined; and self-efficacy about prevention, care-seeking and condition management; and (at the societal level), beliefs about equality of opportunity, health equity, the social determinants of health, health disparities, the role of government and civic engagement on health. 

Methods:  The AVHSis being conducted by NORC at the University of Chicago using a very large (n=10,500) probability-based sample of American adults. Data were collected in the latter portion of 2015 and early 2016.  

Results:  Data analysis work is currently underway. Final segmentation work will be completed later this spring. Preliminary findings demonstrate that some segments of the U.S. adult population are characterized by a high degree of health consciousness in their personal lives but this does not always translate into support of an active government role in health matters. Some of these health conscious segments possess a strong egalitarian ethos, and recognize the existence of disparities based on race/ethnicity and income, while others do not. Acceptance of the importance of the social determinants and the recognition of disparities is linked within some of the segments but not within others. In addition, some segments of those personally very health conscious also tend to be highly civically engaged on health while others are not.

Conclusions:  It is clear that American adults are highly divided in their CoH-related beliefs and that these divisions have important implications for the development of policy, program and communication strategies.

Implications for research and/or practice:  In addition to providing an overview of the final segmentation, the presentation will identify the most important questions that change agents need to consider as they seek to mount successful community-level change efforts. Does health cross-cut the familiar red versus blue political divisions that we so frequently see in the U.S.? If not, how do health activists avoid being labeled as partisans? Which segments are our natural allies in this work and what might motivate them to provide support? Who are our most likely opponents? Are there opportunities to strengthen civic engagement among those who hold progressive public health views but who do not often participate? These and other similar questions will be offered for participant consideration and discussion.