1. Randy Salzman TDM Research and Consulting salz@rocketmail.com Academic Commuting Model Transportation Behavior Program

2. Global Warming, Peak Oil, Health Need individual transport behavioral change… …in the short term …on a massive scale …with little institutional power …in a culture which prizes individuality …with almost non-existent substitutions …which generally require decades to build

3. Personal reasons Cause Indvidual Action “My children need to get safely to school”“My children need to get safely to school” “How can I look professional?”“How can I look professional?” “My car is freedom”“My car is freedom” “Aren’t you scared?”“Aren’t you scared?” “It’s not my job to tell our employees how to get to work”“It’s not my job to tell our employees how to get to work” Bottom Line: Rationalizations for Lifelong Habit?

4. Driving Reasons Not Big Picture Global Warming PollutionCongestion Health Issues Foreign Policy Concerns Safety Space and Land Use Parking Yet TDM arguments are rational, long-term and based on national, international issues TDM rarely connects driving isues/externalities consistently

5. Reprogramming Habit Change inevitable but most resist change Seven Tools to Change Minds Reason: Research: Resonance: Representational Re- Descriptions: Resources and Rewards: Real World Events: Addressing Resistances Gardner, Changing Minds Self-Determination, Autonomous Decision Success “Autonomous choice requires a decision that is accompanied by the experience of endorsement and willingness.” Deci, Why We Do What We Do

6. TDM – University Concept Employer BasedEmployer Based 1. Save on Parking 2. Save on Long-Term Health Care 3. Highlight Community Relations Underscored by Communication, Marketing, Leadership, Behavioral Change and Consumer Behavior dataUnderscored by Communication, Marketing, Leadership, Behavioral Change and Consumer Behavior data Utilize Consistent, Social MarketingUtilize Consistent, Social Marketing Utilize Individualized, Dialogue MarketingUtilize Individualized, Dialogue Marketing Utilize “Carrots, Sticks AND Tambourines”Utilize “Carrots, Sticks AND Tambourines”

7. Social Marketing TDM – University Concept Discuss auto externality issues w/staff at monthly department/division meetings. Socially market driving issues in short, five-minute segments (one issue/externality each meeting) led by “know-nothing” upper management – deans and vice presidents 1.Illustrates university leaders behind “right thing” Upper management follows short basic script Upper management follows short basic script 2.Allows “framing” discussion Max 10 slides keeps upper management directing info flowMax 10 slides keeps upper management directing info flow 3.Eliminates off-message questions “Keep meeting short for department’s benefit”“Keep meeting short for department’s benefit” 4.Allows monthly reiteration of same, simple “right thing” message “The university cares. Hope you do too”“The university cares. Hope you do too” 5.Reinforces “changers” Assures them they made right decisionAssures them they made right decision

8. Social Marketing Health Externality Discussion Doctors prescribe walks todayDoctors prescribe walks today Business: Every $ spent on fitness returns $3.15 in health benefitsBusiness: Every $ spent on fitness returns $3.15 in health benefits Fit: Average 3-5 less sick daysFit: Average 3-5 less sick days Some employers pay bonus for fitness -- $7 to $14 per percentage/pound lostSome employers pay bonus for fitness -- $7 to $14 per percentage/pound lost Greatest potential for organizational health benefits accrue if sedentary adults begin regular, moderate activity Like walk to transit stop daily Like walk to transit stop daily Or daily active transportation Or daily active transportation

9. Dialogue Marketing TDM – University Concept Monthly ask employees after externality discussion if want more info or consider another transportation mode Sign each individual up for dialogue marketing Allows work with only employees most likely to address habit while reminding mass of behavioral change needAllows work with only employees most likely to address habit while reminding mass of behavioral change need Allows bypass/isolation of advocates for auto lobbyAllows bypass/isolation of advocates for auto lobby Builds towards individual and corporate “tipping point”Builds towards individual and corporate “tipping point” Similar to WA’s ‘TravelSmart’ but employer-solution focusSimilar to WA’s ‘TravelSmart’ but employer-solution focus

10. TDM – University Concepts Have knowledgeable advocate individually market that employee with data and rewards for attempting other commute styles with data and rewards for attempting other commute styles Similar to Western Australia’s successful “TravelSmart” program 1.Between 25-50 percent of telephoned households decline to hear more 2.Still so effective that 135,000 families targeted in 2008, as many as 12 personal contacts 3.All demographics – including professionals – utilize alternative transportation With social marketing, moves the mass as well as quickly gathers “low hanging fruit.”

11. Dialogue Marketing Western Australia For a decade, promoting alternative transportation through “individualized dialogue” marketing to 418,000 citizens Have annual 13-percent reduction in car-miles drivenHave annual 13-percent reduction in car-miles driven 30 million less car trips with 88,000 tons less greenhouse gas annually 30 million less car trips with 88,000 tons less greenhouse gas annually 27-percent increase active/muscle-powered transport27-percent increase active/muscle-powered transport 7 million more hours of physical activity annually from 9 million more walking trips & 4 million more cycling trips (up 58 percent) 7 million more hours of physical activity annually from 9 million more walking trips & 4 million more cycling trips (up 58 percent) 67:1 benefit-cost ratio – (auto projects 4:1)67:1 benefit-cost ratio – (auto projects 4:1) Perth opened a new commuter rail line in December with 90% approval ratings

12. Dialogue Marketing Western Australia Today Western Australia expanding the concept to individually, dialogue market citizens in Energy, Water, Recycling “People want to be part of the solution. They just don’t know how.” Brög, TravelSmart founder, 2007

13. Dialogue Marketing TDM – University Concepts Discover commute/transportation needsDiscover commute/transportation needs Constantly tailor substitutions and adapt due to on-going “action” research Solve disincentives; Create incentives to mode changeSolve disincentives; Create incentives to mode change Show options: Hike, bike, car-van pool, transit, telecommuteShow options: Hike, bike, car-van pool, transit, telecommute Bus schedule from nearest stop; Perhaps free pass Bike shop discounts Actively connect employees working similar hours Emphasize guaranteed ride home programEmphasize guaranteed ride home program Emphasize flex car possibilitiesEmphasize flex car possibilities Research: Why Americans drive? What causes change?Research: Why Americans drive? What causes change? Research: Health effects of changeResearch: Health effects of change

14. Model Program Concepts Nudge Thaler & Sunstein, 2008 The Tipping Point Gladwell, 2000 Fostering Sustainable Behavior Mackenzie-Mohr & Smith, 1999 Changing Minds Gardner, 2004 Psychological Needs and the Facilitation of Integrative Processes Ryan, 1995 Why We Do What We Do Deci & Flaste, 1996 Randy Salzman salz@rocketmail.com