Biking to Work: Making the Bike Gang Cool Again
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A co-worker and I were sitting at a bar one night after work. We watched as people filed out of an office building and walked past a bike rack neatly situated outside the front door, which clearly had been erected as a convenience (if not an incentive) for them to use if they biked to work. Not surprisingly, very few people had bikes locked to it, and those who did looked as though it was a trend befitting their lifestyle. Insert hipster joke here. My co-worker and I debated why more people didn't bike to work, and what it might take for a movement of professionals to begin biking to work. The next day, I decided to approach the problem as though it were a client assignment. This is what I came up with.
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Biking to Work: Making the Bike Gang Cool Again
- 1. Making the bike gang cool again. slow your roll
- 2. remember when biking everywhere was the shit?
- 3. what happened to this?
- 4. what happened to u.s.?
- 5. wouldn’t it be awesome if the case for biking to work were as simple as a play for one’s health and financial savings?
- 6. wouldn’t it be awesome if the case for biking to work were as simple as a play for one’s health and financial savings?
- 7. Biking to work leads to weight loss Bikers lose up to 30lbs. in the first year alone
- 8. Biking to work leads to weight loss Bikers lose up to 30lbs. in the first year alone 3 hours of biking per week reduces cancer risk Chances of heart disease and stroke drop by 50%
- 9. Biking to work leads to weight loss Bikers lose up to 30lbs. in the first year alone 3 hours of biking per week reduces cancer risk Chances of heart disease and stroke drop by 50% Biking improves stamina and focus Energy increases 20% and fatigue decreases 65%
- 10. not working
- 11. wouldn’t it be awesome if the case for biking to work were as simple as a play for one’s health and financial savings?
- 12. Car ownership in 2012 rose to $8,946 The cost of owning a bike each year is $308
- 13. Stand-still traffic costs drivers $700/yr. in wasted fuel Bikers can earn $20/mo. in tax- free reimbursements Car ownership in 2012 rose to $8,946 The cost of owning a bike each year is $308
- 14. Drivers spend $20B/yr. on parking and meters The average cost of a bike lock on Amazon is $30 Stand-still traffic costs drivers $700/yr. in wasted fuel Bikers can earn $20/mo. in tax- free reimbursements Car ownership in 2012 rose to $8,946 The cost of owning a bike each year is $308
- 16. this leads me to believe it’s a cultural issue
- 17. so let’s look at our problem to solve in the form of a model
- 19. BRAND VISION Overarching Idea Very few bike commuters Bike commuting as culturally accepted CHANGING BIKE COMMUTING BEHAVIOR barrier #1 barrier #2
- 20. BRAND VISION Overarching Idea Very few bike commuters Bike commuting as culturally accepted CHANGING BIKE COMMUTING BEHAVIOR barrier #1 barrier #2 PRETENTIOUSNESS
- 21. A model rocking a $3,000 Italian suit, sporting a throwback one-speeder, and kitschy overnight tote is about as close as we’ll get to a high-powered exec biking to work. American society dictates a hierarchy of spending proportionate to the amount of money we pull down each year. Powerful men are expected to push powerful whips. It’s an outward expression of success. It’s an identity. And it’s the identity that corporate climbers and bottom-feeding minions alike exhaust themselves to replicate. A trend of c-suitors pedaling to work while identity-less Beamers sit in cookie-cutter suburban driveways is idealistic at best. PRETENTIOUSNESS
- 22. BRAND VISION Overarching Idea Very few bike commuters Bike commuting as culturally accepted COUNTER-INTUITION CHANGING BIKE COMMUTING BEHAVIOR barrier pretentiousness barrier #2
- 23. It’s assumed that because a bicycle requires manual labor and can only propel any individual at mediocre speeds, it will take longer and be inconvenient to navigate a commute on a bike. But this flies in the face of data showing that half of the working population in the U.S. commutes five miles or less to work, which on a bike would take less time or, in rare instances, the same amount of time as commuting by car. Couple this with ill-conceived notions that finding a place to safely lock one’s bike for the day, and it’s no wonder that few people brave the concrete concourse on two wheels. COUNTER-INTUITION
- 24. the idea
- 25. CHANGING BIKE COMMUTING BEHAVIOR Very few bike commuters Bike commuting as culturally accepted Trickle-Down Cyclenomics barrier counter-intuition barrier pretentiousness
- 26. While this is a play on words from Reagan’s economic policy, it’s an idea that stems more from Thomas Jefferson’s philosophy
- 27. “The first duty of government is the protection of life, not its destruction. Abandon that, and you have abandoned all.”
- 28. “The first duty of government is the protection of life, not its destruction. Abandon that, and you have abandoned all.” A management employee satisfaction. a key ingredient to workplace culture.
- 29. CHANGING BIKE COMMUTING BEHAVIOR Trickle-Down Cyclenomics Very few bike commuters Bike commuting as culturally accepted barrier counter-intuition barrier pretentiousness Create a coalition of the most powerful and successful men in a city to overcome barriers and drive influence through bike gangs.
- 30. not only will a bike gang of a community’s most powerful men and women influence the behavior of the people they employ, it will change the perception of biking to work and influence policy-makers to take action
- 32. BICYCLE FRIENDLY COMMUNITIES Employers, politicians, and influencers setting an example for a community, and thereby becoming a catalyst for change. Bike Friendly America provides a toolkit of projects, policies, programs, and plans designed to make biking better. Witnessing firsthand the benefits and joy of biking to work, our gangs are the decision makers to make such communities a reality. In Portland, OR, the implementation of a BFC increased biking to work by 74%.
- 33. France has started a six-month experiment with paying people to cycle to work, joining other European governments in trying to boost bicycle use. In France, some 20 companies and institutions employing a total of 10,000 people have signed up to pay their staff 25 euro cents (34 U.S. cents) per kilometer to bike to work. In Belgium, about 8% of all commutes are on bicycles. In the Netherlands, it is about 25%. Such policies need sign-off from individuals at the top of the ladder. And while tax breaks have proven ineffective in the U.S., maybe monthly deposits will take hold. TDB is the fastest way to expose the decision-makers to this idea. A LESSON FROM OVERSEAS
- 34. a shift in behavior will require the buy-in of a community. But i believe it should begin at the top and filter to the bottom. if as a people we emulate the behaviors of those we wish to become, it’s those individuals who can and should drive change
- 35. thanks for riding along. Chris Barbee, Senior Brand Planner chris.barbee@me.com