More cycling is behaviour change!

Kevin MayneDevelopment Director

ECF

Contents

• Why behaviour change matters• Getting to “change”

Why behaviour change matters

3

Our objective

• More people cycling, more often

4

More people, more often =

• City X• 100,000 population• 200,000 daily trips

– 1% mode share = 2000 trips– 1% switch to cycling

• 500 people start cycling daily• 3000 people start cycling regularly

– Who are these people? Where do they travel? Why?

5

People?

Purpose?

7

Journey type Share of all trips

Average trip (m)

Trip characteristics favouring cycling

Trip characteristics hindering cycling

Commuting 15.3% 8.6 Routine journey enabling route to be planned in advance

Well established routines

Dress requirements,

Status considerations,

Car needed for work

Business

3.4% 21.0 May include regular trips between local sites Time-bound journey at uncertain times and

to unfamiliar destinations

Dress requirements

Status considerations

Education 6.6% 3.2 Routine journey enabling route to be planned in advance

Strong demand among young people

Need for adults to escort very young children

Perception of road traffic danger

Escort to education

4.6% 2.5 As above Need for trip-chaining among parents on the way to work

Other escort 8.0% 5.0 Need for person escorted to cycle

Shopping

21.0% 4.4 Many shopping trips still light and local e.g.

newsagents, store Increasing reliance on weekly supermarket

Need to carry heavy loads

Personal business

10.3% 4.6 Destinations (e.g. hairdressers, dentists/ doctors) tend to be local

May be unfamiliar, time-constrained trips

Visiting friends/family

17.5% 8.3 Leisure trip with few time constraints, mostly to well-known destinations

More likely to involve group travel

Sport / entertainment

6.1% 7.4 Leisure trip with few time constraints

May be for personal health/fitness

More likely to involve group travel

Holiday / day trip/ other

7.2% 12.5 Strong appeal of recreational cycling

Opportunity to cycle at destinations

Less routine trip to unfamiliar destinations

Place?

8

University3000

students

Station5,000 users

School 1000 pupils

School 1000 pupils

School 1000 pupils

10,000 Middle class

homes

Popular park

Business district

10,000 jobs

How to find out?

9

Cycling behaviour change lesson 1

• More people cycling, more often means knowing which trips we will change:– People– Purpose – Place

10

Other useful knowledge

• Critical mass effect• Attitudes to cycling• Tipping point• Safety in numbers effect

11

Critical mass effect

• The point at which cycling is not “unusual”– I know someone

who cycles– People like me cycle– My family cycles– Cyclists are not

weird, crazy, mad or dead

12

Critical Mass = Tipping point

14

15

Our behaviour change picture is building

16

Behaviour change lesson 2

• We invest– In specific people– In a place– For a trip purpose

• Get a 1% mode share change– 5% mode share in

one place more effective than 1% mode share everywhere

• Increased potential for critical mass

• Reach a tipping point quickly– Realistic prospect of

change– Increased potential

for safety in numbers– Return on

investment – financial and political

17

Now to change!

• You have selected– People – Purpose (s)– Place (s)

18

Prepare

• Routes• Environment• Infrastructure• Cycle parking & storage• Test & hire bicycles• Human resources – leaders, trainers,

mechanics, events

19

Behaviour change – make the incentives outweigh the

barriersIncentives

Status

Money

Sex

Health

Time

Barriers

Fear

Isolation

Ridicule

Cost

Time

School Travel 2009

Thinking about cycling?

Exercise

School Travel 2009

Parents only

School Travel 2009

Kids only

School Travel 2009

Teenagers only

School Travel 2009

Cycling Promoter

School Travel 2009

Types of Bike Club activity

Training, off-road, BMX, expedition, maintenance, etc.

Examples with photos

Proven successes• “Bike to” campaigns:

– Work – School– Station

• Champions/leaders – School– Community– Workplace

• Community/work/school– Competition– Challenge– Volunteering

• Sample/try out• Training• Women only• Medical referral• Ciclovia/car free

days• Holiday schemes• Public bike share/

hire /lend

57

Behaviour change: Timing

• Triggers for change:– New job/school– Higher education start & end– Social situations/group events– Illness/poor health– Financial crisis– Relationship change– Holiday

58

Time to change!

• The right interventions• For the right audience• At the right time

59

Summary

• Behaviour change is the science of human change

• It is the science that should guide every cycling strategy, plan and intervention– People– Purpose– Place

• More people cycling more often

Thank you for your attention!

For more information k.mayne@ecf.com

www.ecf.com