SlideShare a Scribd company logo
Messaging 
Biking to 
Women 
Photo by Martha Williams
Women Bike aims to change the face of bicycling by creating pathways for women of 
all backgrounds to embrace bicycling and participate as riders, advocates and leaders
Women on a Roll 
First Women Bike report 
Compiles more than 100 
data points 
Identifies barriers and 
opportunities to get more 
women riding
» 5 Cs to More Women Riding… 
» Comfort 
» Convenience 
» Confidence 
» Consumer products 
» Community
Myth: Women are a homogeneous group 
WOMEN BIKE 
Changing the face of bicycling by getting more women on bikes
Myth: 
Women aren’t 
interested in biking
Myth: 
Women aren’t 
concerned about 
biking as a 
community issue
Myth: 
Women don’t 
commute by bike
Myth: 
Women don’t ride 
as much as men
Myth: 
Women are 
the minority
Myth: Women are a homogeneous group 
WOMEN BIKE 
Changing the face of bicycling by getting more women on bikes
Myth: 
Women aren’t 
engaged 
in advocacy
Myth: 
Women aren’t the 
next generation of 
bicycling leaders
Women in two-worker 
households make 
TWICE as many trips 
to drop off and pick 
up children as men 
Women on a Roll: 
bikeleague.org/womenbike 
Myth: 
Women bicyclists 
are no different 
than men
Myth: 
Women are a niche 
consumer segment
Myth: Gender parity isn’t possible 
Netherlands = 55% women 
Myth: 
Gender parity 
isn’t possible
Myth: Women are a homogeneous group 
WOMEN BIKE 
Changing the face of bicycling by getting more women on bikes
Tell STORIES
Be 
VISUAL
It’s NOT about the 
bike, or the ride, or 
the cycle track, or 
the law, or the trail, 
or the bike plan, or 
the education class…
What 
are we 
REALLY 
selling?
It’s NOT 
about the 
bike, or the 
ride, or the 
cycle track, or 
the law, or the 
trail, or the 
bike plan… 
Messaging
3/4 of women online use social media 
72% of online women use Facebook 
(62% of men) 
Female bicyclists are more likely than male cyclists to have a Facebook (85% vs 64%) and 
Twitter (34% vs 24%) account
Women are more active on 
Pintrest and Instagram 
Pintrest: 
25% of 
online 
women 
Instagram: 
15% of 
online 
women
Word of mouth: 
67% of women follow 
up when sent a news 
item by a friend or 
family 
Women are 56% more 
likely than men to share 
or like what others post 
on social media
Women Bike 
Subscribe to our E-news 
bikeleague.org/womenbike 
Join our community 
facebook.com/womenbike 
@womenbike | #womenbike 
Save the date 
National Women’s Bicycling Forum 
March 10, 2015 
Contact 
lizjones@bikeleague.org

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Messaging Biking to Women

  • 1. Messaging Biking to Women Photo by Martha Williams
  • 2. Women Bike aims to change the face of bicycling by creating pathways for women of all backgrounds to embrace bicycling and participate as riders, advocates and leaders
  • 3. Women on a Roll First Women Bike report Compiles more than 100 data points Identifies barriers and opportunities to get more women riding
  • 4. » 5 Cs to More Women Riding… » Comfort » Convenience » Confidence » Consumer products » Community
  • 5.
  • 6. Myth: Women are a homogeneous group WOMEN BIKE Changing the face of bicycling by getting more women on bikes
  • 7. Myth: Women aren’t interested in biking
  • 8. Myth: Women aren’t concerned about biking as a community issue
  • 9. Myth: Women don’t commute by bike
  • 10. Myth: Women don’t ride as much as men
  • 11. Myth: Women are the minority
  • 12. Myth: Women are a homogeneous group WOMEN BIKE Changing the face of bicycling by getting more women on bikes
  • 13. Myth: Women aren’t engaged in advocacy
  • 14. Myth: Women aren’t the next generation of bicycling leaders
  • 15. Women in two-worker households make TWICE as many trips to drop off and pick up children as men Women on a Roll: bikeleague.org/womenbike Myth: Women bicyclists are no different than men
  • 16. Myth: Women are a niche consumer segment
  • 17. Myth: Gender parity isn’t possible Netherlands = 55% women Myth: Gender parity isn’t possible
  • 18. Myth: Women are a homogeneous group WOMEN BIKE Changing the face of bicycling by getting more women on bikes
  • 21. It’s NOT about the bike, or the ride, or the cycle track, or the law, or the trail, or the bike plan, or the education class…
  • 22. What are we REALLY selling?
  • 23. It’s NOT about the bike, or the ride, or the cycle track, or the law, or the trail, or the bike plan… Messaging
  • 24. 3/4 of women online use social media 72% of online women use Facebook (62% of men) Female bicyclists are more likely than male cyclists to have a Facebook (85% vs 64%) and Twitter (34% vs 24%) account
  • 25. Women are more active on Pintrest and Instagram Pintrest: 25% of online women Instagram: 15% of online women
  • 26. Word of mouth: 67% of women follow up when sent a news item by a friend or family Women are 56% more likely than men to share or like what others post on social media
  • 27. Women Bike Subscribe to our E-news bikeleague.org/womenbike Join our community facebook.com/womenbike @womenbike | #womenbike Save the date National Women’s Bicycling Forum March 10, 2015 Contact lizjones@bikeleague.org