Presentation on theme: "Martha Jefferson Opportunity Innovative employer action Randy Salzman TDM Research and Consulting."— Presentation transcript:
Martha Jefferson Opportunity Innovative employer action Randy Salzman TDM Research and Consulting
Global Warming, Peak Oil, Health Need individual transport behavioral change… …on a massive scale …in the short term …with little governmental power …in a culture which prizes individuality …with almost non-existent substitutions …which generally require decades to build
Our Drive Habit C hange inevitable but most resist change Early childhood theories are engravings in brainEarly childhood theories are engravings in brain Education piles up but fundamental engravings generally remain unchangedEducation piles up but fundamental engravings generally remain unchanged When forced to connect outside formal training respondent reverts to earlier engravingWhen forced to connect outside formal training respondent reverts to earlier engraving Cognitive dissonance. We try to square what we do with who we claim to be… We rationalize our behaviorCognitive dissonance. We try to square what we do with who we claim to be… We rationalize our behavior Gardner, 2004
Reprogramming Habit C hange inevitable but most resist change Seven Tools to change Minds Reason: Research: Resonance: Representational Re- Descriptions: Resources and Rewards: Real World Events: Addressing Resistances Self-Determination, Autonomous Decision Success Autonomous choice requires a decision that is accompanied by the experience of endorsement and willingness.
Intrinsic & Extrinsic Motivation Autonomy vs Control Autonomy-supportive policies provide meaningful information, not intended to frighten or pressure Autonomy-supportive communications illustrate what is right for them – the audience Autonomous actions are internalized, maintained over time And the thems can become the uss Balance
How to change behavior Push methods (Sticks): Command and ControlPush methods (Sticks): Command and Control 1. Higher gasoline taxes 2. Londons congestion charge 3. Higher parking charges 4. Higher vehicle registration fees 5. Key the paint jobs on all Hummers…
How to change behavior Pull methods (Carrots)Pull methods (Carrots) 1. Education – like Travel Awareness programs 2. Enticements to try alternatives 3. Strong leadership 4. Subsidies 5. Cash-out parking
Behavioral Change Model Seven Stages of Change 1. Awareness of Problem Issues of automobile externalities, like congestion, global warming, foreign policy 2. Accepting Responsibility We have met the enemy and he is us!) 2. Accepting Responsibility ( We have met the enemy and he is us!) Understanding the personal, corporate, organizational relevance 3. Perception of Options Recognize that there are other methods of transport 4. Evaluation of Options Consider if one or more option is viable 5. Making a Choice Truly desire to modify own behavior 6. Experimental Behavior Getting out and trying that choice 7. Habitual Behavior Adopting for long-term
TDM – Martha Jefferson Plan Think Globally, Act Locally Prime reason Martha Jefferson moving: ParkingPrime reason Martha Jefferson moving: Parking C-ville, parking space construction average $23,000C-ville, parking space construction average $23,000 Have 1,500 employees; countless visitorsHave 1,500 employees; countless visitors Most traffic cross the Free Bridge on U.S. 250 – already overwhelmed, 28,000 cars per dayMost traffic cross the Free Bridge on U.S. 250 – already overwhelmed, 28,000 cars per day Projections; 57,000 cars per day after moveProjections; 57,000 cars per day after move
TDM – Martha Jefferson Hospital Think Globally, Act Locally Employer BasedEmployer Based 1. Save on Parking 2. Save on long-term Health Care 3. Highlight Community Relations Utilizes Social MarketingUtilizes Social Marketing Utilizes Individualized, Dialogue MarketingUtilizes Individualized, Dialogue Marketing Underscored by extensive communication, marketing, leadership, behavioral change and consumer behavior dataUnderscored by extensive communication, marketing, leadership, behavioral change and consumer behavior data Utilizes Carrots, sticks AND tambourinesUtilizes Carrots, sticks AND tambourines
Social Marketing TDM – Martha Jefferson Plan Discuss auto externality issues w/staff at monthly department/division meetings for 1 year. Socially market driving issues in short, five-minute segments (one issue each meeting) led by know-nothing upper management 1. Illustrates hospital leaders behind right thing. Upper management follows short basic script 2. Allows framing discussion. Max 10 slides keeps upper management directing info flow 3. Eliminates off-message questions. Keep meeting short for departments benefit 4. Allows monthly reiteration of same, simple right thing message. The hospital cares. Hope you do too 5. Reinforces changers. Assures them they made right decision
Social Marketing Health Externality Discussion Maximum: 10 slides Greatest potential for organizational health benefits accrue if sedentary adults begin regular, moderate activity Like walk to transit stop daily Or active daily transportation Doctors prescribe walks today Business: Every $ spent on fitness returns $3.15 in health benefits. Fit: Average 3-5 less sick days Some employers pay bonus for fitness -- $7 to $14 per percentage/pound lost
Foreign Policy Discussion Maximum: Five Minutes Past 30 years, US engaged in petro-imperialism Past 30 years, US engaged in petro-imperialism US military become global oil protection force US military become global oil protection force US puts up a democratic façade, emphasizes freedom of the seas (or pipeline routes) and seeks to secure, protect, drill and ship oil With 4.5 percent of population, US uses 26 percent of world oil About 63 percent as auto fuel in driving 2.9 trillion miles annually U.S. Geologic Survey American Theocracy
Individualized, Dialogue Marketing Western Australia For a decade, promoting alternative transportation through individualized dialogue marketing through individualized dialogue marketing 418,000 citizens Have annual 14-percent reduction in car-miles drivenHave annual 14-percent reduction in car-miles driven A 27-percent increase in muscle-powered transportA 27-percent increase in muscle-powered transport A 67:1 benefit-cost ratio – (highway projects 4:1)A 67:1 benefit-cost ratio – (highway projects 4:1) And opened a new commuter rail line in December with 90-percent approval ratings
Individualized, Dialogue Marketing Western Australia Today Western Australia is expanding the concept to individually, dialogue market citizens in Energy, Water, Recycling People want to be part of the solution. They just dont know how. Brög, TravelSmart founder, 2007
Dialogue Marketing TDM – Martha Jefferson Plan Monthly ask employees following externality discussion if want more info or consider another transportation mode Sign each individual up for dialogue marketing 1. Allows work with only employees beyond Behavioral Stage 1 and, therefore, more likely to address habit while building all toward Stages 2-4 2. Allows bypass/isolation of advocates for auto lobby 3. Builds towards individual and corporate tipping point 4. Similar to WAs TravelSmart but employer-solution focus
TDM – Martha Jefferson Plan Think Globally, Act Locally Have knowledgeable advocate individually market that employee with data and rewards for attempting other commute styles. Again, similar to Western Australias successful TravelSmart program. 1. About 35-50 percent of called households decline to hear more 2. Still so effective that 135,000 families targeted 2008, as many as 12 personal contacts 3. Cost: $50 per household 4. All demographics – including professionals – utilize alternative transport 5. WA does have employer commute programs but emphasis is on total household transportation With social marketing, moves the mass as well as quickly gathers low hanging fruit.
Dialogue Marketing TDM – Martha Jefferson Plan Discover commute/transportation needsDiscover commute/transportation needs 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 Connect employees working similar hours Emphasize guaranteed ride home programEmphasize guaranteed ride home program Emphasize flex car possibilitiesEmphasize flex car possibilities Solve disincentives; Create incentivesSolve disincentives; Create incentives Research: Why Americans drive? What causes change?Research: Why Americans drive? What causes change? Research: Health effects of change.Research: Health effects of change.
Dialogue Marketing TDM – Martha Jefferson Plan In each department, train first commute changers to become individualized marketers 1. As known entities, they become living proof 1. As known entities, they become living proof 2. And can be compensated via cash-out parking. Space cost: $23,000 -- Deck cost: $29 million 2. And can be compensated via cash-out parking. Space cost: $23,000 -- Deck cost: $29 million Constantly connect driving externalities to media articles Illustrates personal rewards of those changers 1. Can lose weight 1. Can lose weight 2. Will save money 2. Will save money
Dialogue Marketing Possibilities – Martha Jefferson Group biking/running clubGroup biking/running club Van/car pool discounts at GiantVan/car pool discounts at Giant Own electric bike share programOwn electric bike share program Electric trolley from old to new locationElectric trolley from old to new location Pedometers with monthly prizesPedometers with monthly prizes Van/car pool park free in best spacesVan/car pool park free in best spaces
Social, Dialogue Marketing Possibilities – Martha Jefferson Not as well developed programs… Cornell University: 1990, now has 52 percent of employees arriving on alternative transportationCornell University: 1990, now has 52 percent of employees arriving on alternative transportation Richmond VDOT began Cash Out parking after 2000 and has 1/3 of employees arriving on alternative transportationRichmond VDOT began Cash Out parking after 2000 and has 1/3 of employees arriving on alternative transportation Washington metro area (and state) now limiting parking for organizations building new campusesWashington metro area (and state) now limiting parking for organizations building new campuses
TDM – Martha Jefferson Plan Need: Substitutions Typical Transport Plan: Demand MUST exist NOW Projection: MJH move will double traffic on Free Bridge Huge political pressure for new Rivanna highway bridge once MJH moves New Bus Service: Present CTS operating cost -- $357,000 per route annually
TDM – Martha Jefferson Plan Need: Substitutions Foot bridge already on City master plan Riverside Park/Woolen Mills to State Farm Part of Rivanna Trail design Not on Countys Pantops Plan MJH moves: 2012
TDM – Martha Jefferson Program Effects Utilizes effective communications, marketing, consumer behavior, behavioral change and leadership researchUtilizes effective communications, marketing, consumer behavior, behavioral change and leadership research Generates hard fact, not stated preference, data (Guaranteed ride home sign up)Generates hard fact, not stated preference, data (Guaranteed ride home sign up) Convinces autonomous decision makers toward sustainability and promotion of sustainabilityConvinces autonomous decision makers toward sustainability and promotion of sustainability Aids carry-over into other sustainability aspects on job and diffusion to other employeesAids carry-over into other sustainability aspects on job and diffusion to other employees Reinforces right decision before, during, after factReinforces right decision before, during, after fact
TDM – Martha Jefferson Program Benefits Cost Savings @ $23,000 a spaceCost Savings @ $23,000 a space Improved employee healthImproved employee health Decrease future PR problem with action nowDecrease future PR problem with action now Receive positive press as sustainable and niche marketingReceive positive press as sustainable and niche marketing Show hospitals forward thinkingShow hospitals forward thinking Illustrates can be done to American policy makersIllustrates can be done to American policy makers Boosts research reputationBoosts research reputation
Next Steps Employees/management lobbying to build foot bridgeEmployees/management lobbying to build foot bridge Provide inside contact for gathering informationProvide inside contact for gathering information Begin process through focus group for devising internal surveyBegin process through focus group for devising internal survey Find health research partner in hospitalFind health research partner in hospital Seek funding for research project: (blue moon, DRPT, Robert Wood Johnson, CDC, Rockefeller…maybe even oil lobby.)Seek funding for research project: (blue moon, DRPT, Robert Wood Johnson, CDC, Rockefeller…maybe even oil lobby.)
In the End America Must Address Drive Habit Theres really no doubt were going to have to change our habits… We could be in deep trouble as a social system… We could see democracy entering its death throes. Charles Maxwell, the energy guru often called the dean of energy analysts Most analysts say Americans have about 10 years Most analysts say Americans have about 10 years to alter oil consumption significantly before Peak Oil and Global Warming overwhelm economies and perhaps destroy planet…
Thinking Ahead Providing Solutions Martha Jefferson Opportunity Randy Salzman TDM Research & Consulting email@example.com 434-987-2754
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