The sustainable transport field is changing and there is a tremendous opportunity to develop new integration and networking. The Department for Transport has accepted that its draft guidance on appraising ‘smarter choices’ measures does not sufficiently mention the evidence of the impact of interventions to change behaviour.
The DfT draft guidance omits or downplays key evidence, such as from car clubs and cycling towns. It downplays the effect of smarter choices packages and combinations of packages and hard infrastructure.’
Keith Buchan, chair of the Transport Planning Society and Professor Phil Goodwin of the University of the West of England, are pioneering an alternative smarter choices guidance draft, which they refer to as the “expert version”.
Access a selection of RUDI.net’s content on related issues, including the advent of peak car, communications technology, ITS, urban design and planning, shared bikes and cars, and active travel
Plus, there’s lots of interesting new thoughts on marketing active travel, such as this piece (below) on cycling from Local Transport Today, written by Charlotte Welch, senior consultant at Steer Davies Gleave and a director of the Transport Planning Society.
Join us in Bristol, December, for a ground-breaking discussion on sustainable travel issues
Marketing cycling: Are we trying to reach the people who might actually listen to our message?
Recent campaigns to encourage people to cycle more have generally focussed on everyday cycling: pictures of people like you and me riding bikes in normal, everyday clothes. The thinking behind these sorts of campaigns is to be as inclusive as possible, not putting people off the idea of cycling because they don’t fit in with the image portrayed but, while this may seem like a good idea, is it possible that we are jumping ahead of ourselves?
Why might this be wrong?
In his 1962 book, Diffusion of Innovations, Everett Rogers proposed a theory about how new ideas spread over time, reaching different stages of the population at different times. The idea of cycling as an everyday mode of transport is not a new idea but it is an idea that hasn’t yet spread very far throughout our population. Despite increases in the number of cyclists in London following initiatives to get more people cycling, mode share in the capital is only 2%.
Rogers’ theory is that new ideas or innovations spread through parts of the population in sequence and that, in order to reach the mass market, we first need to get our idea adopted by the small proportion of the population who try things before everyone else.
The way that ideas spread can be plotted on a chart that takes the shape of a bell curve, with the people who try things first on the left, representing a small proportion of the population; the mass market in the centre; and the laggards, or people who it will always be a struggle to convert, on the right of the curve. What is important to note here is that the spread of a new idea is sequential: the mass market won’t adopt a new idea until someone else has tried it first. We’re all at different stages of this curve at different times and for different things. Just because someone you know was the first to adopt one new idea, doesn’t necessarily mean they will do this for all new ideas. Continue reading