bike ped presentation
DESCRIPTION
TRANSCRIPT
CommunitySocial MarketingTransportation Behavior
Program
Randy SalzmanTDM Research and Consulting
Why America Must Address Driving Behavior
the ‘externalities’ of our driving• Drive 2.9 trillion miles/year
in 411 billion trips, 87 % alone • Produce 45 percent of entire world’s
automotive CO2• Transport creates more greenhouse
than other economic sectors• And uses 70 percent of U.S. daily
19 million barrels of oil• Two-thirds imported• Creating national oil spill,
congestion, pollution externalities• While our nation gets fatter
and less healthy• And the world believes we will spill “blood for oil”
USDOT, Texas Transportation Institute, U-Mass Center for Transportation, Pew Charitable Trust
But Our Culture Supports Driving
• Advertisers seek the child market because, once hooked, he or she rarely changes behavior
• ‘Engravings on brain’• The ‘license’ is a right of
passage• Car perceived of as ‘freedom’• The film hero always drives a
‘hot’ car• Media is supported by car
advertising dollars and product placement
• Media editors, bloggers, writers, designers, actors are all drivers
• Politicians cater to driving voters
To hold annual congestion loss at $87 billion, 4.2 billion hours,
must build over 16,000 highway miles annually
Paradoxes• Local driving create complex national,
international externalities• Drivers underestimate time/cost of car.
Overestimate time/cost of alternatives (Research on three continents by Werner Brög)
• Politicians can’t be seen to be ‘attacking’ driving voters -- voters react primarily to congestion.
• Congestion caused by habitual, local driving. Traffic usually blamed from “out of town”
• Building roadways to fight congestion induces more traffic
• People/voters rarely can imagine what we don’t already have -- and we have little sustainable transportation in America
• Alternative transportation ‘stated preference’ unreliable. Yet planners MUST seek ‘stated preference’ data for funding
Little Impetus for Bike-Ped
All projects take years to develop• Planners respond to politicians, politicians respond to voters. All voters are drivers
• To politicians/planners: transport IS auto space
See area TIP plan. Bike-ped IF money left over…
If bike-ped (or ride-share) usually last hired, youngest on MPO staffFew “champions” in planning or politics
• Alt transport proponents show up for 1, 2 – usually last – meetings. Auto lobby always there
• Bicycle shop/club: Less fretful over traffic, sweat
Alternative Mitigation
TDM: Transport Demand Management
• “Hard” – make people pay to drive• “Soft” – incentivize & educate them
w/Why & How to use alternatives• TravelSmart TDM worldwide
successfully getting drivers out of single occupancy vehicles
• Bottom Line: Soft TDM is best approach to altering driving behavior in wide-open-space, federal democracy
How America does ‘soft’ TDM
Marketing, the key element, is ignored
• Generally employer “benefits day”
handouts, CDs, web pages • Must “drive viewers to” communications• Generally, TDM practitioner is low-level,
corporate human resource personnel• With scant public backing, also usually
youngest planner on MPO staff – only part of his/her job
• Emphasis on time/dollar savings of alternative commute modes – and only commute modes
Better TDM Community Social Marketing
• Still employer based – tied to existing American TDM projects
1. Save on parking, long-term health costs3. Connect well-known problems like global
warming, oil dependency4. Doesn’t “threaten” potential voters or employees
• Underscored by Psychology, Marketing, Leadership and Consumer Behavior data
• Utilize consistent, simple corporate message
• “Carrots, Sticks AND Tambourines”
TravelSmartindividualized, dialogue marketing
• Success on three continents, including North America – over 4 million marketed
• Without coercion, empowers humans to change behavior
• Talks to humans, not numbers or target markets
• Changes minds, not just behavior• Leads to public/political support for
expensive alternative transportation infrastructure
TravelSmart Marketing
In every Australian city except Sydney
• Perth: Have annual 13-percent reduction in car-miles driven 30 million less car trips with 88,000 tons less greenhouse gas annually
• 27-percent increase active/muscle-powered transport 7 million more hours of physical activity annually from 9 million more walking trips & 4 million more cycling trips (up 58 percent)
• Stronger neighborhoods (Norman Rockwell effect)• Perth: Transit boardings up 4.2 million annually. 48 percent
return on transit investment • 67:1 benefit-cost ratio – (auto projects 4:1)• Adelaide: GPS study found 18 percent reduction in KM
driven.• Brisbane: Seeking diffusion, duration, carryover research in
324,000 home project – no health or political effect data – after 70,000 home project found 60 percent diffusion rate
Perth opened new commuter rail in December 2007 90% approval ratings, 67,000 first-day riders.
Brisbane building huge bike/ped and busway system.
TravelSmart Marketing Western Australia
Decade laterPerth – a city of suburbs and freeways
-- expanded TravelSmart conceptto individually, dialogue market
citizens
Energy, Water, RecyclingOriginally, ¾ citizens didn’t want marketing. Today,
80 percent desire hearing how to change own behavior
“People want to be part of the solution. They just don’t know how.”
Brög, TravelSmart founder, 2007
Long Term Results
• Adelaide, 3-year GPS project. Drivers traveling average 12.4 FEWER miles per day after TS marketing
• TS credited with re-vitalizing transit in Western Australia, Queensland and Victoria
• Both Conservative and Liberal politicians love “tax dollars at work” letters marketed solely to people who care
• Brisbane area built two, $6.5 million “end of road” cycle centers, budgeted $656 million in bike-ped trails, considering downtown lanes for Bus Rapid Transit
• Several communities placed political ban on road building
• Fed 2010 budget: 55% to transit -- 80% to highways in US
Australia TravelSmart Expansion
“Given the findings to date, the number of evaluations undertaken, and their consistency, Australia is now
in a position to move beyond piloting TravelSmartto engage in large-scale interventions in all majormetropolitan and large regional centres.
“There is little further need to undertake major evaluationsof household projects, as the Australian and international data is in broad agreement, and there islittle need to demonstrate the effectivenessof methods used.”
Report to the Department of Environment: TravelSmart Evaluation
2001-2005
TravelSmart Programming
For more detail in how TS works• How Bellingham WA has utilized
Brög’s programming and incentivized alternative transportation is next session– Marketed 7,000 homes, incentivized 11,000 ‘Smart Trip’ users and have
15 percent VMT reduction
• Articles in Thinking Highways, InTransition, Planning (www.thinkinghighways.com; www.intransitionmag.org)
• Have few chapters on the Perth project with me
But Back in America
• It’s not likely a low-level planner can “sell” bosses/politicians on large community project
• Don’t have phone, delivery staff for individualized marketing
• Don’t have localized incentive materials• Don’t have knowledge of what materials will
succeed• No dedicated funding streams for
education/encouragement• And no long-term time line to do TS project
How to get there from here?
Back in America
• But local TDM practitioner can find one employer/CEO who cares about global warming, oil dependency, or has child in military
• Can “resonate” with that employer’s externality
• While giving him/her reason to monthly meet with all his/her staff
• Practitioner can support employer with PowerPoints, scripts from distance
Community Social Marketing
Employer-based Have CEO discuss auto ‘externality’ issues w/staff at monthly department/division meetings. Socially market driving issues in short, five-minute segments (one externality each meeting) led by “know-nothing” CEO (or other upper management)
1. Illustrates company leaders behind “right thing” • Upper management follows short basic script devised by TDM
practitioner2. Allows “framing” discussion
• Max 10 slides keeps upper management directing info flow3. Eliminates off-message questions
• “Keep meeting short for department’s benefit”4. Allows monthly reiteration of same, simple “right
thing” message • “The organization cares. Hope you do too”
5. Reinforces “changers” • Assures them they made right decision
Social Marketing Example
Health Externality Discussion
• Doctors prescribe walks today• Business: Every $ spent on
fitness returns $3.15 in health benefits
• Fit: Average 3-5 less sick days• Some employers pay bonus for
fitness
Greatest potential for organizational health benefits accrue if sedentary adults begin regular, moderate activity
• Like walk to transit stop daily
• Or daily active transportation
Community Dialogue Marketing
TDM
Monthly ask employees after social marketing/externality discussion if want more info or consider another transportation modeSign each individual up for dialogue/TravelSmart marketing• Allows work with only employees most likely to
address habit while reminding mass of behavioral change need
• Allows bypass/isolation of advocates for auto lobby
• Builds towards individual and corporate “tipping point”
• Similar to ‘TravelSmart’ opening communications
• No one is coerced
Dialogue, TravelSmart-style Marketing
TDM practitioner meets w/employee
• Discover transportation/commute needsFew envision what don’t haveConstantly tailor substitutions and adapt in on-going
“action” research• Solve disincentives; Create incentives to mode change• Show options: Hike, bike, car-van pool, transit,
telecommuteBus schedule from nearest stop; Perhaps free passBike shop discountsWalk/bike maps, discounts for walking shoesActively connect employees working similar hours
• Emphasize guaranteed ride home program• Emphasize “occasional parker” programs• Emphasize flex car possibilities
Dialogue, TravelSmart-style Marketing
TDM practitioner meets w/employee
• Learns what materials likely needed for community program
• Learns what externalities affect which demographic of humans
• Generates understanding of community transportation needs
• Actually gets to “practice TDM” in personal manner, rather than administering contracts
Human Behavior Concepts
Nudge Thaler & Sunstein, 2008
The Tipping PointGladwell, 2000
Fostering Sustainable Behavior Mackenzie-Mohr & Smith, 1999
Changing Minds Gardner, 2004
Psychological Needs and the Facilitation of Integrative Processes Ryan, 1995
Why We Do What We DoDeci & Flaste, 1996
Randy [email protected]
Bob BrunerDean, Darden School of Business
“Darden will be a zero waste, carbon neutral enterprise by 2020 and a top ten business school for teaching and research on sustainability by 2013.”
- April 24, 2008
Randy SalzmanTDM Research and Consulting
Darden Sustainability Vision:How We Live and How We Learn
