Personalized commute support isn’t just a nice perk, it’s backed by science. The fresh-start effect and a personal touch are key to influencing a commuter’s choices. By combining them and creating new fresh-starts we may be able to break through strong commuting habits and reduce the number of cars on the road.
Every day workers around the world use single occupancy vehicles to commute to and from work, driving energy use from the transport sector. For most workers, their commute is the most dreaded part of their day. Even so, commuting habits remain some of the most difficult to change. Daily habits create strong default behaviors that are difficult for commuters to overcome, and in some cases, bad policy continues to enable bad decision making. Luckily for everyone, employers and governments are dedicating more resources to helping commuters to commute smarter and are engaging with researchers to identify strategies to encourage commuters to leave their cars at home. It turns out there are strategies that work well, and they are backed by science. Piecing together insights from behavioral research as well as best practices in transportation demand management (TDM), could offer us a roadmap to successfully reducing the use of single occupancy vehicles while also helping commuters dread their mornings a little less.
How big of a problem is the daily commute?
Why is commute behavior so hard to change?
So, what DOES work?
One strategy, however, that has shown some promise with regard to influencing commute choices is to employ nudges that leverage the fresh-start effect. This is based on a theory that individuals are more apt to alter their behavior during moments of change, such as starting a new job or relocating their home. In fact, Transportation Demand Management (TDM) professionals have used the fresh-start effect for years by introducing employees to transportation options during new employee orientation or onboarding and helping individuals overcome perceived barriers to using alternatives for commuting.
This approach also requires a very personalized application of trip and commute mode planning. A recent set of experiments demonstrate some promise for a scaled/automated version of this personalized experience can have an impact on user mode choice during their commute. The experiment, conducted by a team from the Center for Advanced Hindsight and the City of Durham, in collaboration with RideAmigos, created a personalized trip-plan for commuters to North Carolina Central University in Durham, NC. This trip-plan was shared directly with two groups of student commuters via email, while an additional group served as a control. The findings, based on self-report survey data, show a statistically significant mode shift of greater than five percent during the survey period.
Putting it all together
With these two positive data points, it would be pertinent to consider how a scaled, personalized model could be applied more effectively and during fresh-start periods. Further, given the shifting realities of commuting, with more employees working from home some of the time and/or often traveling to and from different locations it may be possible to create fresh-start periods more frequently. Historically, TDM professionals have focused on fully or predominantly shifting a commuter from one mode to another. With increasing commute flexibility, the focus should be on shifting a substantial subset of the commuting population on any given day, rather than trying to convince specific commuters to fully change how they get to and from work. This is an easier task, and from the commuter perspective, more sustainable in the long run as it maintains their ability to handle unforeseen situations that may arise and require that they drive to work.
Want to Learn More?
Pave Commute is an app-based program for commuters that leverages behavioral science and artificial intelligence to provide each commuter with personalized planning and social support, and rewards them for making smart choices. Launch Pave Commute for your employees with a few clicks. There are plans to fit every type of organization. Get started today!
The team behind Pave Commute provides commute solutions used by top employers and government agencies around the world. If you want to learn more about applying science-based approaches to the commute, or if you are looking for technology to support innovative research, get in touch with us here.
