Gun Violence Study
Two independent studies conducted simultaneously in early 2024 delved into the topic of reducing gun violence: A mixed-method qualitative review of 74 participants, and a quantitative survey of over 3,000 respondents. Across these independent studies, numerous similarities were discovered—indicating that Americans are more alike than they are different when it comes to beliefs about gun violence’s impact on children and how to reduce it. Spanning both gun owners and non owners, as well as differing political parties, Americans share similar beliefs about gun safety responsibility, education, and the overwhelming need to reduce the impact of gun violence on children and teens. However, as these studies showed, Americans are hesitant and unsure of how to start conversations on the topic.
Key Data Points
- Gun violence is a top three issue Americans are concerned about.
- When asked to indicate how important various issues are to them, four in five (79%) participants ranked gun violence important, putting it in the third position after the economy (89%) and crime (84%).
- Issues like lack of regulation, a growing mental health crisis, resource inequality, and increasing tensions across the country intersect to form the underlying causes of gun violence.
- Qualitative participants across cohort groups had similar notions about the primary causes of gun violence—often noting that the issue is caused by numerous intersecting factors.
- Americans, especially parents, are aware of and concerned about the risk and impact of gun violence on children, and some are discussing gun violence at home.
- When asked who is most impacted by gun violence, kids were ranked at the top (75%), followed by parents and teachers (71% and 70%, respectively), mental health professionals (64%) and the local community (62%).
- Americans believe education and safe gun storage are most likely to reduce gun violence.
- Eighty-nine percent of parents in the poll said educating their kids about gun safety would have an impact on reducing gun violence, followed by practicing safe gun storage (80%, in households with gun owners), talking with fellow parents (78% about safe gun storage, 74% about guns being in a home prior to kids visiting), and reporting concerning behaviors to legal authorities to keep guns out of the hands of someone who may pose a risk to themselves or someone else (76%).
- Qualitative participants reacted most strongly to statistics about gun violence that specifically call out the prevalence of firearm-related deaths.
- When sharing firearm-related statistics with qualitative participants, two iterations stood out as being most impactful by speaking directly to deaths and providing comparative context. The statistics both reinforced the issue of gun violence and added urgency to a problem Americans are already aware of.
- Americans want action over awareness.
- When shown an array of calls to action (CTAs), qualitative participants also reacted most strongly to those that offered direct action or pointed them toward a role they can actively play in reducing gun violence. Participants were most drawn to CTAs that hold potential for a widespread impact, address root causes of gun violence, and feel clear and tangible to take part in.
Related Content
