What motivates you to change your habits? Carrots or sticks?
If I gave you $1,000 would you give up fried foods forever? If fried foods were exceedingly expensive, would less people consume them?
Interesting questions. And the types of questions I have to deal with everyday as I try to encourage people to change their commuting behavior.
I’ve been conducting a commuting audit for a local organization. Currently, this organization offers free parking passes for all of their employees. As a result, all of these employees park downtown.
Given the economic times, this organization is looking at ways to cut costs, and providing $130/month for each employee for a parking space is starting to look like a lot of money.
So that’s where I come in. I’ve been chatting with each staff member and asking them what other options might work for them. Pretty much every staff member knows what his/her options are, from using the Park & Ride Lots to biking to work to carpooling to telecommuting. And it’s clear to me that if this organization stopped paying for parking, many of the staff would use one of those other options rather than pay for parking themselves.
Here is a case where a stick would work to change behavior. We saw the same thing with gas prices. No one likes to lose something, especially when it feels like a pay-cut. And for some staff it is just easier to park at a park and ride everyday and take the bus to work than others. If that’s the case, should everyone get the same stick, or only some people?
At the same time, the getDowntown Program offers lots of carrots to try to get people to change their commuting behavior. We have a huge carrot known as the go!pass, that gives employees unlimited rides on the buses, including to park and ride lots in addition to other incentives. But those carrots only work if there isn’t also a chocolate cupcake (such as employer paid parking) on the plate. In addition, our carrots are only as effective as the bus service, or the bike lanes. If the buses don’t run frequently enough or the bike lanes are poorly maintained, our carrot becomes less and less appealing.
The reason I am troubled by all of this is that people see sticks as bad. Our society sees restrictions as bad. We are all about freedom of choice. I think that’s why carrots are so appealing. But my carrot will only work if there isn’t a better incentive out there.
It would be interesting to see if I could offer an incentive big enough to get people who have free parking to use the bus or bike instead. Maybe that carrot has to come from the person themselves.
I do see this happen sometimes. Sometimes someone is so health conscious, they’d rather bike to work than drive. Sometimes the cost of having a car is enough of a disincentive that the go!pass can be a better carrot. And sometimes, perhaps, people just don’t want to deal with parking downtown, even if it is free, so the other options are more appealing.
For the most part, I’ll continue to try to offer my carrots. And when the sticks come, I only hope that after the pain wears off that there is some openness to what I have to offer.
