Helping infrequent cyclists get back on their bikes

What unsustainable behavior needs to change:

Despite millions of pounds (£) being invested into quality cycling schemes in the UK, the growth in cycling continues to only be seen within a narrow audience. The need to increase the appeal of cycling to a broader range of people is key if society as a whole, wants to move towards more sustainable travel and reduce global transport emissions.

The challenge lies in the complex range of practical and motivational barriers that prevents different audiences from cycling. The interventions needed, ought to remind people of the joy of cycling, as well as encourage them to rediscover their bikes – a pleasure which they haven’t had in a while. 

The Green Nudge:

The team at Behaviour Change designed two interventions to promote cycling among families with children and women aged 25-44, focused on freedom and confidence:

1. Bike Squad: A vibrant, engaging pack addressed to children, including structured goals, practical tips, and missions to spark family enthusiasm for cycling.
2. Wheel Women: A bold and humorous movement aimed to raise awareness of local cycle routes and nearby destinations; whilst highlighting cycling benefits and addressing barriers. It included a website and a program of texts and emails that provided timely prompts, based on local weather conditions and the time of day or week.

To test these interventions, the team collected two types of data: actual cycling behaviour using GPS trackers on bikes; and self-reported behaviour with attitude changes via surveys, at the end of the pilots. 

The result: The GPS data showed an increase in cycling behaviours – indicating that both interventions were successful. For Bike Squad, the survey revealed improvements in family relationships, cycling skills, and confidence, with 83% planning to cycle more in the future. For Wheel Women, the survey indicated women felt prouder and more connected to the outdoors, with 73% planning to cycle more in the future.

Are you aware of any other nudges that help to promote planet-friendly mobility? Feel free to get in touch: hello@green-nudges.com