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More cycling is behaviour        change!        Kevin Mayne    Development 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 c...
People?
Purpose?Journey type     Share    Average        Trip characteristics favouring                          Trip characterist...
10,000                   Place?Middle class                          University  homes             School              300...
How to find out?                   9
Cycling behaviour change             lesson 1• More people cycling, more often means  knowing which trips we will change: ...
Other useful knowledge•   Critical mass effect•   Attitudes to cycling•   Tipping point•   Safety in numbers effect       ...
Critical mass effect• The point at which  cycling is not  “unusual”  – I know someone    who cycles  – People like me cycl...
Critical Mass = Tipping point                                14
15
Our behaviour change picture is           building                              16
Behaviour change lesson 2• We invest                • Increased potential  – In specific people       for critical mass  –...
Now to change!• You have selected  – People  – Purpose (s)  – Place (s)                            18
Prepare•   Routes•   Environment•   Infrastructure•   Cycle parking & storage•   Test & hire bicycles•   Human resources –...
Behaviour change – make the  incentives outweigh the barriersIncentives                   Barriers  Status                ...
Thinking about cycling?                       ExerciseSchool Travel 2009
Parents onlySchool Travel 2009
Kids onlySchool Travel 2009
Teenagers onlySchool Travel 2009
Cycling PromoterSchool Travel 2009
Type s of Bike Club a ctivity               Training, off-road, BMX, expedition,                        maintenance, etc. ...
Proven successes• “Bike to” campaigns:  – Work                  •   Sample/try out  – School                •   Training  ...
Behaviour change: Timing• Triggers for change:  – New job/school  – Higher education start & end  – Social situations/grou...
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, pl...
Thank you for your attention!      For more information       k.mayne@ecf.com          www.ecf.com
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
Behaviour change in cycling
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Behaviour change in cycling

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Presentation by Kevin Mayne at Veloforum 2012, Yevpatoria (Ukraine)

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  • This work has been extensively presented at other Velo-cities and in the cycling community so I will not return to the details here – but we can show that safety in numbers is now validated with countries, over time, across borders and is almost independent of issues such as infrastructure. I should perhaps mention that our French members have reported less fatalities and more km cycled, and also UK is top of the road safety charts hence the lower numbers of cyclists but also lower fatalities (though of course as a percentage compared to other modes the UK is pretty poor). If you take these two into account the curve is even smoother.
  • Transcript of "Behaviour change in cycling"

    1. 1. More cycling is behaviour change! Kevin Mayne Development Director ECF
    2. 2. Contents• Why behaviour change matters• Getting to “change”
    3. 3. Why behaviour change matters 3
    4. 4. Our objective• More people cycling, more often 4
    5. 5. 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
    6. 6. People?
    7. 7. Purpose?Journey type Share Average Trip characteristics favouring Trip characteristics hindering of all trip (m) cycling cycling tripsCommuting 15.3% 8.6 • Routine journey enabling route to be planned • Well established routines in advance • Dress requirements, • Status considerations, • Car needed for workBusiness 3.4% 21.0 • May include regular trips between local sites • Time-bound journey at uncertain times and to unfamiliar destinations • Dress requirements • Status considerationsEducation 6.6% 3.2 • Routine journey enabling route to be planned • Need for adults to escort very young in advance children • Strong demand among young people • Perception of road traffic dangerEscort to 4.6% 2.5 • As above • Need for trip-chaining among parents oneducation the way to workOther escort 8.0% 5.0 • Need for person escorted to cycleShopping 21.0% 4.4 • Many shopping trips still light and local e.g. • Increasing reliance on weekly supermarket newsagents, store • Need to carry heavy loadsPersonal 10.3% 4.6 • Destinations (e.g. hairdressers, dentists/ • May be unfamiliar, time-constrained tripsbusiness doctors) tend to be localVisiting 17.5% 8.3 • Leisure trip with few time constraints, mostly to • More likely to involve group travelfriends/family well-known destinationsSport / 6.1% 7.4 • Leisure trip with few time constraints • More likely to involve group travelentertainment • May be for personal health/fitnessHoliday / day 7.2% 12.5 • Strong appeal of recreational cycling • Less routine trip to unfamiliar destinationstrip/ other • Opportunity to cycle at destinations 7
    8. 8. 10,000 Place?Middle class University homes School 3000 1000 students pupils School Business 1000 district pupils 10,000 jobsPopular Station park 5,000 School users 1000 8
    9. 9. How to find out? 9
    10. 10. Cycling behaviour change lesson 1• More people cycling, more often means knowing which trips we will change: – People – Purpose – Place 10
    11. 11. Other useful knowledge• Critical mass effect• Attitudes to cycling• Tipping point• Safety in numbers effect 11
    12. 12. 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
    13. 13. Critical Mass = Tipping point 14
    14. 14. 15
    15. 15. Our behaviour change picture is building 16
    16. 16. Behaviour change lesson 2• We invest • Increased potential – In specific people for critical mass – In a place • Reach a tipping point – For a trip purpose quickly• Get a 1% mode share – Realistic prospect of change change – 5% mode share in one – Increased potential for place more effective safety in numbers than 1% mode share – Return on investment everywhere – financial and political 17
    17. 17. Now to change!• You have selected – People – Purpose (s) – Place (s) 18
    18. 18. Prepare• Routes• Environment• Infrastructure• Cycle parking & storage• Test & hire bicycles• Human resources – leaders, trainers, mechanics, events 19
    19. 19. Behaviour change – make the incentives outweigh the barriersIncentives Barriers Status Fear Money Isolation Sex Ridicule Health Cost Time Time
    20. 20. Thinking about cycling? ExerciseSchool Travel 2009
    21. 21. Parents onlySchool Travel 2009
    22. 22. Kids onlySchool Travel 2009
    23. 23. Teenagers onlySchool Travel 2009
    24. 24. Cycling PromoterSchool Travel 2009
    25. 25. Type s of Bike Club a ctivity Training, off-road, BMX, expedition, maintenance, etc. Examples with photosSchool Travel 2009
    26. 26. Proven successes• “Bike to” campaigns: – Work • Sample/try out – School • Training – Station • Women only• Champions/leaders • Medical referral – School • Ciclovia/car free days – Community – Workplace • Holiday schemes• Community/work/school • Public bike share/ hire – Competition /lend – Challenge – Volunteering 57
    27. 27. 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
    28. 28. Time to change!• The right interventions• For the right audience• At the right time 59
    29. 29. 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
    30. 30. Thank you for your attention! For more information k.mayne@ecf.com www.ecf.com
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