HOK Potential parking, planet, physical fitness, public image Value.

HOK PotentialHOK Potentialparking, planet,parking, planet,

physical fitness, public imagephysical fitness, public image

ValueValue

ParkingParking

The Big ‘Issue’The Big ‘Issue’• ““The (university) chancellor’s job has The (university) chancellor’s job has

come to be defined as providing come to be defined as providing parking for the faculty, sex for the parking for the faculty, sex for the students and athletics for the alumni”students and athletics for the alumni”

Clark Kerr, UC-Berkeley chancellor, Clark Kerr, UC-Berkeley chancellor, 19671967

• ““Parking is the most important issue Parking is the most important issue for everyone”for everyone”

Albert Carnesale, UCLA chancellor, 2003Albert Carnesale, UCLA chancellor, 2003

But Parking CostsBut Parking Costs

‘Love Affair with ‘Love Affair with Automobile’Automobile’

• American cars in motion five percent of day American cars in motion five percent of day • 95 percent of American automobile commuters 95 percent of American automobile commuters

park free park free • Standard 4 park spaces per 1,000 office feetStandard 4 park spaces per 1,000 office feet• Parking adds 27 percent to office building Parking adds 27 percent to office building

costscosts

67 percent if below ground67 percent if below ground• Urban construction per space: $16,000 to Urban construction per space: $16,000 to

$32,000$32,000

Various articles, Shoup 1995-2005Various articles, Shoup 1995-2005

Our ‘Love Affair’ CostsOur ‘Love Affair’ CostsOne Los Angeles deck built in 2003One Los Angeles deck built in 2003

• UCLA’s 1,500 new spacesUCLA’s 1,500 new spacesGenerated 5,630 one-way car trips/dayGenerated 5,630 one-way car trips/day

3.8 trips per space3.8 trips per space

1.1 million new vehicle miles traveled/month1.1 million new vehicle miles traveled/month

$57 a month to park$57 a month to park

in each space which cost CA taxpayersin each space which cost CA taxpayers

$233 for debt service and operating $233 for debt service and operating expensesexpenses

Auto ExternalitiesAuto Externalities

Our ‘Love Affair with Our ‘Love Affair with Automobile’Automobile’

Parking issues Parking issues Employee Employee HealthHealth

Personal Costs Personal Costs Pollution-air & Pollution-air & waterwater

Congestion Congestion Foreign PolicyForeign Policy

International TradeInternational Trade Global Global WarmingWarming

SafetySafety Time Time

Change InevitableChange Inevitable


Peak Oil, Global WarmingPeak Oil, Global Warming““There’s really no doubt we’re going to have to There’s really no doubt we’re going to have to

change our habits. We’re going to have to change our habits. We’re going to have to design our cities differently…We could be in design our cities differently…We could be in deep trouble as a social system. How do we deep trouble as a social system. How do we achieve fairness when the gridlock between achieve fairness when the gridlock between rich and poor already stops us from having rich and poor already stops us from having an energy policy?”an energy policy?”

““We could see democracy entering its death We could see democracy entering its death throes”throes”

Charles Maxwell, American energy guru often called ‘dean of energy analysts”

ParkingParking


Time rightTime right

for new for new thinkingthinking

TDM thinkingTDM thinking

TDMTDMSynonymous w/transportation sustainabilitySynonymous w/transportation sustainability

• Transportation demand management: Transportation demand management: “any set of actions influencing people’s “any set of actions influencing people’s travel behavior in such a way that travel behavior in such a way that alternative mobility options (non-personal alternative mobility options (non-personal auto) are presented”auto) are presented”

““A toolbox for enhancing mobility,”A toolbox for enhancing mobility,” Meyer, 1997Meyer, 1997 • TDM actions focus on short-term TDM actions focus on short-term

mitigation of existing congestion and on mitigation of existing congestion and on avoiding future, long-term issues through avoiding future, long-term issues through strategic thinkingstrategic thinking

“ “Demand management as element of transportation policy,Demand management as element of transportation policy,”” Meyer, 1999Meyer, 1999

TDM Around WorldTDM Around World The United KingdomThe United Kingdom

““Toward a Sustainable Transport System” Toward a Sustainable Transport System” Study over five years, 92,500 locationsStudy over five years, 92,500 locations

• A 10-percent reduction in car milesA 10-percent reduction in car miles• Corresponding increase in transit use, Corresponding increase in transit use,

bike & hikebike & hike• Prior pilots showed a 14-percent reductionPrior pilots showed a 14-percent reduction

And the UK now plansAnd the UK now plans““free transport advisors” nationwidefree transport advisors” nationwide

at equivalent cost of building 17 interstate milesat equivalent cost of building 17 interstate miles

TDM Around WorldTDM Around World Western AustraliaWestern Australia

For a decade, For a decade, TravelSmartTravelSmart or “individualized dialogue” marketing or “individualized dialogue” marketing

350,000 citizens350,000 citizens

• Shows a 14-percent reduction in car-miles drivenShows a 14-percent reduction in car-miles driven• 27-percent increase in “muscle-powered” transport27-percent increase in “muscle-powered” transport• 67:1 benefit-cost ratio – (construction projects 4:1)67:1 benefit-cost ratio – (construction projects 4:1)• Little bouncebackLittle bounceback

Today, opening a new commuter rail line Today, opening a new commuter rail line with 90-percent approval ratingswith 90-percent approval ratings

TDM Around WorldTDM Around World Western AustraliaWestern Australia

Perth-area expanding Perth-area expanding TravelSmartTravelSmart to individually, dialogue market to individually, dialogue market

citizenscitizensinin

Energy, Water, RecyclingEnergy, Water, Recycling

““People want to be part of the solution. They People want to be part of the solution. They just don’t know how.”just don’t know how.”

BrBröög, TravelSmart founder, 2007g, TravelSmart founder, 2007

TDM – American ConceptTDM – American Concept “Think Globally, Act Locally”“Think Globally, Act Locally”

• Employer BasedEmployer Based1. To save on parking construction1. To save on parking construction

2. To save on health care costs2. To save on health care costs

• Utilize Social Marketing Utilize Social Marketing • Utilize Individualized Dialogue MarketingUtilize Individualized Dialogue Marketing• Underscored by extensive Underscored by extensive

communication, marketing, behavioral communication, marketing, behavioral change and consumer behavior datachange and consumer behavior data

• Utilize “Carrots, sticks AND tambourines”Utilize “Carrots, sticks AND tambourines”

TDM – Martha Jefferson TDM – Martha Jefferson HospitalHospital

“Think Globally, Act Locally”“Think Globally, Act Locally”• C-ville, parking space construction averages C-ville, parking space construction averages

$23,000$23,000• Martha Jefferson is moving by 2012 primarily Martha Jefferson is moving by 2012 primarily

due to need for parkingdue to need for parking• Original plans call for 1,265 space parking Original plans call for 1,265 space parking

deckdeck• But try TDM before building $29 mil deckBut try TDM before building $29 mil deck

Use savings for better, more beautiful, Use savings for better, more beautiful, functional hospital buildingfunctional hospital building

Social MarketingSocial Marketing TDM – Martha Jefferson TDM – Martha Jefferson

PlanPlanDiscuss auto externality issues w/staff at monthly Discuss auto externality issues w/staff at monthly

department/division meetings for 1 year. department/division meetings for 1 year. Socially Socially marketmarket externalities in short, five-minute segments (one externalities in short, five-minute segments (one externality each meeting) led by “know-nothing” upper externality each meeting) led by “know-nothing” upper managementmanagement

1. Illustrates management behind sustainability, 1. Illustrates management behind sustainability, behind “doing right thing.” behind “doing right thing.” Upper management follows short basic scriptUpper management follows short basic script

2. Allows “framing” discussion. 2. Allows “framing” discussion. Max 10 slides keeps upper Max 10 slides keeps upper management directing info flowmanagement directing info flow

3. Eliminates off-message questions. “3. Eliminates off-message questions. “Keep meeting short Keep meeting short for department’s benefit”for department’s benefit”

4. Allows monthly reiteration of same, simple “right 4. Allows monthly reiteration of same, simple “right thing” message. thing” message. “The hospital cares. Hope you do too”“The hospital cares. Hope you do too”

5. Reinforces “changers.” 5. Reinforces “changers.” Assures them they made right decisionAssures them they made right decision

Social MarketingSocial Marketing Health Externality Health Externality

Discussion Discussion Greatest potentialGreatest potential

for organizational health for organizational health benefits accrue if benefits accrue if

sedentary adults begin sedentary adults begin regular, moderate activityregular, moderate activity

• Like walk to transit stop dailyLike walk to transit stop daily• Or active daily transportationOr active daily transportation

• Doctors prescribe walks todayDoctors prescribe walks today• Business: Every $ spent on fitness Business: Every $ spent on fitness

returns $3.15 in health benefitsreturns $3.15 in health benefits• Some employers pay bonus for Some employers pay bonus for

fitness -- $7 to $14 per fitness -- $7 to $14 per percentage/pound lostpercentage/pound lost

Social MarketingSocial Marketing Congestion Externality Congestion Externality

Discussion Discussion • In US, 226 million In US, 226 million

vehiclesvehicles• Over 3.7 billion hours of Over 3.7 billion hours of

travel delay…2.3 billion travel delay…2.3 billion gallons of wasted fuel gallons of wasted fuel annually in congestionannually in congestion

• Cost… $63 billion in 2003Cost… $63 billion in 2003• Individual drivers spent Individual drivers spent

three times as much time three times as much time stuck in traffic in 2003 – stuck in traffic in 2003 – an average 47 hours – an average 47 hours – than 1983than 1983

Texas Transportation Institute, 2005Texas Transportation Institute, 2005

Social MarketingSocial Marketing Global Warming ExternalityGlobal Warming Externality

• Transportation causes 33 percent of US COTransportation causes 33 percent of US CO22 emissions – 1,959 million metric tons; the emissions – 1,959 million metric tons; the largest single amount in economy – while largest single amount in economy – while producing 11 percent GDPproducing 11 percent GDP

• C0C022 emissions to GDP fell 23 percent since emissions to GDP fell 23 percent since 1990 due to drops in industrial and commercial 1990 due to drops in industrial and commercial emissions amid overall economic gainsemissions amid overall economic gains

• U.S. vehicle miles traveled are increasing over U.S. vehicle miles traveled are increasing over two percent annually and as much as 6.2 two percent annually and as much as 6.2 percent, erasing those industrial/commercial percent, erasing those industrial/commercial C0C02 2 gainsgains

• Americans drive 2.9 trillion miles/year in 411 Americans drive 2.9 trillion miles/year in 411 billion car trips, 87 percent alonebillion car trips, 87 percent alone

US-DOT, US-EIA, US-DOCUS-DOT, US-EIA, US-DOC

Social MarketingSocial Marketing Foreign Policy ExternalityForeign Policy Externality

• Americans drive 2.9 trillion miles/year in 411 Americans drive 2.9 trillion miles/year in 411 billion car trips, 77 percent alonebillion car trips, 77 percent alone

• 60-65 billion car trips are commutes 60-65 billion car trips are commutes • 70 percent of 19 million oil barrels/day into 70 percent of 19 million oil barrels/day into

fuel tanks. 163 billion gas/diesel gallons fuel tanks. 163 billion gas/diesel gallons annually in carsannually in cars

• 63 percent of oil imported (12.2 million 63 percent of oil imported (12.2 million barrels daily)barrels daily)

• $251 billion in 2005 to import oil. Largest $ $251 billion in 2005 to import oil. Largest $ amount in US trade deficitamount in US trade deficit

US-DOT, US-EIA, US-DOCUS-DOT, US-EIA, US-DOC

Social MarketingSocial Marketing

Foreign Policy Foreign Policy ExternalityExternalityUS – US – 2.7 %2.7 % of world’s oil of world’s oil

reserves, reserves, 5 %5 % of population, of population, uses uses 26 %26 % of world’s oil of world’s oil (USGS)(USGS)

• Much oil from countries Much oil from countries who don’t like Americawho don’t like America

• 9 of 11 OPEC nations 9 of 11 OPEC nations are Islamic. Two major are Islamic. Two major exporters, Iran and exporters, Iran and Venezuela, angry at US, Venezuela, angry at US, w/Nigeria in civil warw/Nigeria in civil war

• 2 in 3 barrels of proven 2 in 3 barrels of proven oil in Persian Gulf statesoil in Persian Gulf states

Social MarketingSocial Marketing

Foreign Policy Foreign Policy ExternalityExternality

• Past 30 years, US engaged in “petro-Past 30 years, US engaged in “petro-imperialism”imperialism”

• US “puts up a democratic façade, US “puts up a democratic façade, emphasizes freedom of the seas (or emphasizes freedom of the seas (or pipeline routes) and seeks to secure, pipeline routes) and seeks to secure, protect, drill and ship oil”protect, drill and ship oil”

• US military become “global oil protection US military become “global oil protection force”force”

Kevin Phillips, “American Theocracy”Kevin Phillips, “American Theocracy”

• Three in four worldwide call US in Iraq Three in four worldwide call US in Iraq “blood for oil” in 2002 survey of 33,000“blood for oil” in 2002 survey of 33,000

Pew Charitable Trust, 2003Pew Charitable Trust, 2003

Change InevitableChange Inevitable

• Writing on wall IF we allow ourselves to Writing on wall IF we allow ourselves to see itsee it

• In our lifetime, parking decks become white In our lifetime, parking decks become white elephants?elephants?

• The visionary firm that recognizes and The visionary firm that recognizes and addresses has key to mitigation of global addresses has key to mitigation of global warming, congestion, and other warming, congestion, and other externalities of auto usageexternalities of auto usage

• While providing key value to clients While providing key value to clients

New, value pricing revenue stream???New, value pricing revenue stream???

Dialogue MarketingDialogue Marketing TDM – Martha Jefferson TDM – Martha Jefferson

PlanPlanMonthly ask employees following Monthly ask employees following

externality discussion if want more info or externality discussion if want more info or consider another transportation modeconsider another transportation mode

Sign Sign eacheach up for dialogue marketing up for dialogue marketing

1. Allows work with only employees predisposed to act1. Allows work with only employees predisposed to act

2. Allows bypass/isolation of advocates for auto lobby2. Allows bypass/isolation of advocates for auto lobby

3. Builds towards individual and corporate “tipping point”3. Builds towards individual and corporate “tipping point”

4. Similar to ‘TravelSmart’ but employer focused4. Similar to ‘TravelSmart’ but employer focused

TDM – Martha Jefferson TDM – Martha Jefferson PlanPlan

“Think Globally, Act Locally”“Think Globally, Act Locally”Have knowledgeable advocate Have knowledgeable advocate individually individually

marketmarket that employee with data and rewards for that employee with data and rewards for attempting other commute styles. Perhaps requires attempting other commute styles. Perhaps requires several individual meetings.several individual meetings.

Again, similar to Western Australia’s Again, similar to Western Australia’s successful successful TravelSmartTravelSmart program. program.

1. About 35-50 percent of telephoned households refuse to hear more1. About 35-50 percent of telephoned households refuse to hear more2. Still so effective that 135,000 families targeted this year2. Still so effective that 135,000 families targeted this year3. Cost: $50 per household3. Cost: $50 per household4. All demographics – including professionals – utilizing alternative 4. All demographics – including professionals – utilizing alternative

transporttransport

With With social marketingsocial marketing, moves the mass as , moves the mass as well as quickly gathers “low hanging fruit.” well as quickly gathers “low hanging fruit.”


PlanPlan• Discover commute needsDiscover commute needs• Show options: Hike, bike, car-van pool, Show options: Hike, bike, car-van pool,

transit, telecommutetransit, telecommuteBus schedule from nearest stop; Perhaps free passBus schedule from nearest stop; Perhaps free passBike shop discountsBike shop discountsNearby employees working similar hoursNearby employees working similar hours

• Emphasize guaranteed ride home programEmphasize guaranteed ride home program• Emphasize flex car possibilitiesEmphasize flex car possibilities• Solve other disincentivesSolve other disincentives• Research: Why Americans drive? What Research: Why Americans drive? What

causes change?causes change?


PlanPlanIn each company department, train “first In each company department, train “first

commute changers” to become individualized commute changers” to become individualized marketersmarketers

1. As known entities, they become living proof1. As known entities, they become living proof

2. And can be compensated for educating others2. And can be compensated for educating others

Constantly connect driving externalities Constantly connect driving externalities to media coverageto media coverage

Illustrates personal rewards of those Illustrates personal rewards of those changerschangers

1. Personally lose weight1. Personally lose weight

2. Personally save money2. Personally save money

3. If Cash-Out, can invest saved money as will3. If Cash-Out, can invest saved money as will

HOK ClientHOK Client

• Generate company background dataGenerate company background data• Preliminary cost and environmental impactPreliminary cost and environmental impact• Devise program for that locationDevise program for that location• Provide PowerPoint/video for five-minute Provide PowerPoint/video for five-minute

externality social marketing over year-long externality social marketing over year-long programprogram

• Train/provide dialogue marketer/champion Train/provide dialogue marketer/champion for each firmfor each firm

Turn parking savings into greater Turn parking savings into greater buildingsbuildings

Will Work in America?Will Work in America?

In 1990, Cornell University in NYIn 1990, Cornell University in NY

began TDM program for faculty and staffbegan TDM program for faculty and staff

• Today 52 percent of faculty/staff arrive on Today 52 percent of faculty/staff arrive on alternative transportationalternative transportation

• Student parking permits halved in six years Student parking permits halved in six years and 26 percent today and 26 percent today purchasepurchase transit passes transit passes

• Both happier. Staff morale up. Turnover downBoth happier. Staff morale up. Turnover down• Re-utilizing former parking spacesRe-utilizing former parking spaces


• U.S. Census Bureau: 1.4 mil sq ft. complex U.S. Census Bureau: 1.4 mil sq ft. complex for 6,000 employees. Suitland, MD. for 6,000 employees. Suitland, MD.

• Opened Nov. 2006 with 4,000 parking Opened Nov. 2006 with 4,000 parking spaces after three-year TDM program spaces after three-year TDM program increased carpooling 17.9 %, transit 30.6 increased carpooling 17.9 %, transit 30.6 % and decreased SOV by 8.2 %% and decreased SOV by 8.2 %

• National Capital Planning Commission National Capital Planning Commission limits parking to one space for every two limits parking to one space for every two employeesemployees

• Washington: Commute Transport Washington: Commute Transport ReductionReduction


• IRS Tax CreditsIRS Tax Credits• Cash Out ParkingCash Out Parking• World Kyoto PressureWorld Kyoto Pressure• Media: Car driving connected to Global Media: Car driving connected to Global

WarmingWarming• LEED ND PilotLEED ND Pilot• CAFÉ ‘rebound’ effectCAFÉ ‘rebound’ effect• New York considering congestion chargingNew York considering congestion charging

Obama, McCain, Clinton, Romney:Obama, McCain, Clinton, Romney: ‘ ‘carbon taxingcarbon taxing’’

HOK PotentialHOK Potential

parking, planet,parking, planet,physical fitness, public imagephysical fitness, public image

ValueValueRandy SalzmanRandy Salzman

[email protected]@rocketmail.com

American Policy to date – State of DenialAmerican Policy to date – State of Denial

The Miracle CureThe Miracle CureALLALL scenarios scenarios

– – even ‘best case’ –even ‘best case’ –

predict we predict we WILLWILL

be forced be forced

to change our behaviorto change our behavior

• Saul at Damascus is a miracle because instantaneous Saul at Damascus is a miracle because instantaneous behavioral change DOES NOT happenbehavioral change DOES NOT happen

• Individuals do not hear one argument, one time and Individuals do not hear one argument, one time and change their minds, much less their behaviorchange their minds, much less their behavior

• Behavioral change, instead, is a long, complicated, Behavioral change, instead, is a long, complicated, variable process unique to each individualvariable process unique to each individual

Reprogramming ‘Default’Reprogramming ‘Default’Self-DeterminationSelf-Determination

• ““To be autonomously motivated involves feeling a To be autonomously motivated involves feeling a sense of choice and volition as a person fully sense of choice and volition as a person fully endorses his or her own actions”endorses his or her own actions”

Richard Ryan, “Psychological Needs and the Facilitation of Integrative Processes,1995Richard Ryan, “Psychological Needs and the Facilitation of Integrative Processes,1995

• ““Autonomous choice requires a decision that is Autonomous choice requires a decision that is accompanied by the experience of endorsement accompanied by the experience of endorsement and willingness”and willingness”

Moller, Ryan & Deci, “Self-Determination Theory and Public Policy,” 2006Moller, Ryan & Deci, “Self-Determination Theory and Public Policy,” 2006

Autonomous choosers often become additionalAutonomous choosers often become additional

““mavens,” and “salesmen”mavens,” and “salesmen”

to move society TO/FROM the necessaryto move society TO/FROM the necessary

sustainable tipping pointsustainable tipping point

Intrinsic & Extrinsic Intrinsic & Extrinsic MotivationMotivation

Autonomy vs ControlAutonomy vs Control• Doing because it’s Doing because it’s

interesting, fun, interesting, fun, satisfying, enjoyablesatisfying, enjoyable

• No coercionNo coercion• Satisfies our basic Satisfies our basic

psychological needspsychological needs• Helps personal Helps personal

growth and growth and affirmationaffirmation

• Pull or “soft” Pull or “soft” methodsmethods

• Doing due to Doing due to pressure, cost, to pressure, cost, to forestall a forestall a punishment, achieve punishment, achieve an outer-directed goalan outer-directed goal

• To illustrate to othersTo illustrate to others• Drives wealth, fame Drives wealth, fame

and image-and image-consciousnessconsciousness

• Push or “coercive” Push or “coercive” methodsmethods

Gov’t/Media MORE Gov’t/Media MORE Rational…Rational…

• The economic concept of the The economic concept of the ‘rational consumer’ does not ‘rational consumer’ does not exist…exist…

• Marketers seek the child market Marketers seek the child market because, once hooked, we rarely because, once hooked, we rarely changes brands…changes brands…

• We “see” more advertising AFTER We “see” more advertising AFTER buying…buying…

• We have been taught since birth We have been taught since birth that “buying equals happiness”…that “buying equals happiness”…

• We have learned to expect We have learned to expect “instant gratification”…“instant gratification”…

• We love simplicity, not We love simplicity, not complexity…complexity…

• We do not want to hear bad We do not want to hear bad news…news…

• We don’t have the time…We don’t have the time…

The ‘Default’ The ‘Default’ PositionPosition

CChange inevitable but most resist changehange inevitable but most resist change• Early childhood theories are “engravings in Early childhood theories are “engravings in brain” brain”

• Education piles up but fundamental Education piles up but fundamental engravings generally remain unchangedengravings generally remain unchanged

• When forced to connect outside formal When forced to connect outside formal training “respondent reverts to earlier training “respondent reverts to earlier engraving”engraving”

• Cognitive dissonance. We try to square Cognitive dissonance. We try to square what we do with who we claim to be… We what we do with who we claim to be… We rationalize our behaviorrationalize our behavior

Gardner, 2004Gardner, 2004

Reprogramming ‘Default’Reprogramming ‘Default’CChange inevitable but most resist changehange inevitable but most resist change

REASON:REASON: Identifying, weighing relevant assessment factors Identifying, weighing relevant assessment factorsRESEARCH:RESEARCH: Collection relevant data Collection relevant dataRESONANCE:RESONANCE: “affective component” “affective component”

*LIEDTKA’S AUTHENCITY: Must feel right to an *LIEDTKA’S AUTHENCITY: Must feel right to an individual, fit current situation and seem doableindividual, fit current situation and seem doable*ARISTOTLE’S ETHOS: Feels relation/respect to mind-*ARISTOTLE’S ETHOS: Feels relation/respect to mind-changer, finds him/her reliablechanger, finds him/her reliable

REPRESENTATIONAL RE-DESCRIPTIONSREPRESENTATIONAL RE-DESCRIPTIONS: Express in : Express in multiple compatible formatsmultiple compatible formats

RESOURCES and REWARDSRESOURCES and REWARDS: “positive reinforcement”: “positive reinforcement”*Rewarded for one course of behavior over other*Rewarded for one course of behavior over other*New course concordant with reason, resonance, *New course concordant with reason, resonance, research.research.

REAL WORLD EVENTS:REAL WORLD EVENTS: What’s happening which reinforces, What’s happening which reinforces, detractsdetracts

RESISTANCES:RESISTANCES: Selective attention, retention, perception Selective attention, retention, perception

Gardner, “Changing Minds,” 2004Gardner, “Changing Minds,” 2004

Reprogramming ‘Default’Reprogramming ‘Default’

Of 10 worst Int’l per-capita energy-use cities,Of 10 worst Int’l per-capita energy-use cities,

nine Americannine American

In the world’s worst driving cityIn the world’s worst driving cityAtlanta, GeorgiaAtlanta, GeorgiaHenry & Gordon, “Driving less for better air,” 2003Henry & Gordon, “Driving less for better air,” 2003

Newman & Kinsworthy, “Sustainability and Cities,” 1999Newman & Kinsworthy, “Sustainability and Cities,” 1999

Ozone Alerts reduce

individual driving

Down 3.6 mile/day

Reduce it ‘significantly’ if

employer program

Down 11.6 mile/day

Behavioral Change ModelBehavioral Change Model“Seven Stages of Change”“Seven Stages of Change”

1. Awareness of Problem1. Awareness of ProblemIssues of automobile externalities, like congestion, global warming, foreign policyIssues of automobile externalities, like congestion, global warming, foreign policy

2. Accepting Responsibility 2. Accepting Responsibility (“We have met the enemy and he is us!”)“We have met the enemy and he is us!”)Understanding the personal, corporate, organizational relevanceUnderstanding the personal, corporate, organizational relevance

3. Perception of Options3. Perception of OptionsRecognize that there are other methods of transportRecognize that there are other methods of transport

4. Evaluation of Options4. Evaluation of OptionsConsider if one or more option is viableConsider if one or more option is viable

5. Making a Choice5. Making a ChoiceTruly desire to modify own behaviorTruly desire to modify own behavior

6. Experimental Behavior6. Experimental BehaviorGetting out and trying that choiceGetting out and trying that choice

7. Habitual Behavior7. Habitual BehaviorAdopting for long-termAdopting for long-term

““Seven Stages of Seven Stages of Change”Change”

To affect consumer in stages…To affect consumer in stages…1. Awareness of Problem1. Awareness of Problem2. Accepting Responsibility2. Accepting Responsibility

Whenever individual Whenever individual moves from one moves from one stage to next…stage to next…

Provide positive Provide positive feedbackfeedback

““Thanks for becoming part of the Thanks for becoming part of the solution”solution”

• Public Info/Media Public Info/Media CoverageCoverage

• Seek Small GroupsSeek Small Groups• Reiterate Reiterate

ExternalitiesExternalities• Reiterate Specific Reiterate Specific

FactsFacts• Tell Positive Stories Tell Positive Stories • Accept DefensivenessAccept Defensiveness• Distance from Distance from

ArgumentsArguments


To affect consumer in stages…To affect consumer in stages…3. Evaluation of Options3. Evaluation of Options4. Making a Choice4. Making a Choice


Provide positive Provide positive feedbackfeedback

““Good thinking. For all options, you Good thinking. For all options, you know there’s a guaranteed ride know there’s a guaranteed ride home, right?”home, right?”

• Target “Leaners”Target “Leaners”• Personalized MarketingPersonalized Marketing• Focus on Journey TypeFocus on Journey Type• Bypass DefensivenessBypass Defensiveness• Address Disincentives Address Disincentives

to Changeto Change• Provide Incentives to Provide Incentives to

TryTry• Emphasize: “Doing Emphasize: “Doing

what’s right”what’s right”• Keep Press DistantKeep Press Distant


To affect consumer in stages…To affect consumer in stages…5. Making a Choice5. Making a Choice6. Experimental Behavior6. Experimental Behavior7. Habitual Behavior7. Habitual Behavior


Provide positive Provide positive feedback:feedback:

““I can’t wait to see you in six months. I can’t wait to see you in six months. Everybody’s healthier and happier.”Everybody’s healthier and happier.”

• Focus on Type of JourneyFocus on Type of Journey• Solve DisincentivesSolve Disincentives• Illustrate Positive Illustrate Positive

Personal EffectsPersonal Effects• Encourage DefensivenessEncourage Defensiveness• Ask for FeedbackAsk for Feedback• Use as Example for Use as Example for

Media, Internal CoverageMedia, Internal Coverage• Ask for Support and Ask for Support and

PromotionPromotion

HOK Potential parking, planet, physical fitness, public image Value.

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