[sustran] Sv: [sustran] De-marketing the Car - Paper and discussion

[Thomas Krag]

It is very true that the use of cars is associated with strong emotions. Car users will often make their choice of mode based on an overestimation of the car performance and an underestimation (if notal total ignorance) of the alternatives.

Marketing strategies concerning improving the image of the alternatives have been successful. Several studies have shown that both image and use can be influenced by a number of "soft" measures.

Still, however, the strength of the attraction to the car is big, which makes the idea of reducing this attraction by marketing means obvious.

Campaigning groups have for decades argued about the negative impacts of the car. That it's dangerous, polluting, generally destructive to the urban environment and unjust in the sense, that it so to say steal mobility from other potential road users.

One cannot say that this negative marketing has been unsuccessful. The problems of the car is widely accepted. Probably also some people choose alternatives due to the environmental impact of the car. The effect in terms of numbers is however limited. A Danish study suggests that only 1% of the users of bicycles and public transport can be found in this group.

The negative car marketing has also an adverse effect. People don't want to be confronted with their "bad" behaviour and have developed a strong filter to avoid thinking about the negative consequences of their choice. This filter is probably effective also towards not-so-negative communication about cars.

"De-marketing" of the car should therefore be very intelligent in order not to fall in the trap developed to filter out traditional anti-car communication. It is very true that it has to make use of emotions. Humour would also be an effective tool. And respect of the target group imperative, something which often weakens the anti-car communication. Be careful telling people that they are irrational. Let them find out themselves - or do it in a funny and gentle way.

The Greater Copenhagen Transport Authority has for some years had a campaign under the headline "The bus - unlike the other cars". This can be seen as an example of such a careful car de-marketing as part of a usual public transport marketing campaign.

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Thomas Krag
Transport Consultant
Wilhelm Marstrands Gade 11 - DK-2100 København Ø
tel +45 35 42 86 24, thomas.krag at email.dk