Old blokes and kids cycle, but not me: exploring self- image barriers to cycling Seamus Allison, Guja Armannsdottir, Chris Pich and Tony Woodall Nottingham Business School: Marketing Division Old blokes and kids cycle, but not me: exploring self-image barriers to cycling Ø Dr Seamus Allison Ø Dr Guja Armannsdottir Ø Dr Chris Pich Ø Dr Tony Woodall Ø Nottingham Business School
Old blokes and kids cycle, but not me: exploring self- image barriers to cycling Seamus Allison, Guja Armannsdottir, Chris Pich and Tony Woodall Nottingham Business School: Marketing Division Research Overview Ø We report on early findings from a four-phase project exploring emerging-adults’ (EAs) perceptions of cycling, specifically utility cycling. Given the UK Government’s ambition to “start a cycling revolution” it is posited that considerable behaviour change amongst key population groups is required. We believe that if this revolution is to materialise policy makers will have to encourage EAs to consider cycling Ø Our ambition is to work with practitioners (local authorities) and to publish primarily in practitioner and news media whilst looking for opportunities for academic outputs Ø About me: Ø Course Leader BA Marketing Ø 27 years in private sector (sales and marketing) Ø Cycle commuter Ø International age group duathlete Ø Level 2 British Cycling and British Triathlon coach (NTU cycling and triathlon race teams coach, club junior coach) Ø British Cycling Ride Leader Ø I love cycling!
Nottingham Business School: Marketing Division Overall research aims and structure Ø Our four-phase project aims to explore non-situational barriers to utility cycling as these relate to the 18-25 age group Ø To determine to what extent being an “emerging adult’ (EA) impacts on the likelihood of becoming a cyclist (or vice versa) Ø To determine the marketing messages and interventions that might encourage cycling in this group
Seamus Allison, Guja Armannsdottir, Chris Pich and Tony Woodall Nottingham Business School: Marketing Division Some definitions Ø By cycling we refer to utility cycling, for example commuting (4% of trips made by cycle*), rather than leisure cycling Ø By non-situational barriers we refer to issues such as identity formation, perception of self, the influence of reference groups and so on Ø By situational barriers we refer to infrastructure, equipment, facilities, perceptions of safety and so on Ø BY EA we refer to the 18 to 25 age group – the archetypal generation ‘Y’ group *National Travel Survey, 2013
Seamus Allison, Guja Armannsdottir, Chris Pich and Tony Woodall Nottingham Business School: Marketing Division Four-phase research design - Five year project Phase 1 Phase 4 Phase 2 and 3 Exploratory research Qualitative data collection Quantitative data collection Ø Speak/meet with local Ø Pursue deep learning with Ø Quantitative model government, British Cycling, respect to identity-related development for exploring Sustrans, Cycling UK attitudes social identity-related issues representatives to explore mutual Ø Use projective techniques in the context of cycling interest and confirm direction to explore how young Ø Test theoretical assumptions Ø Undertake focus groups with NTU adults ‘make sense’ of the concerning attitudes to, and students to establish potential cycle, cycling, and the associations with, cycling user viewpoint cyclist Ø Extend practitioner Ø 40 subjects, 4 x focus groups Ø Likely to require funding – partnerships Ø Funded via small seed corn grant possibly as part of Phase 3 Ø Currently collecting data for from NTU funding phase 2 (with local authority – NTU funded) Ø Seeking funding for phase 3 (national)
Seamus Allison, Guja Armannsdottir, Chris Pich and Tony Woodall Nottingham Business School: Marketing Division Policy background (very broadly) Ø In 2014 the UK government drew up plans for investing £214m to promote cycling with the aim of rivalling the Netherlands, Denmark and Germany for levels of cycling Ø Part of broader plans addressing a range of issues including Ø obesity Ø the nation’s health and the burden on the NHS Ø EU emissions targets Ø road safety and congestion (and improving the experience of city centres and reinvigorating the High Street) Ø boosting economic activity Ø air quality Ø The impact of dementia and mental health conditions Ø Several different interventions address these individual issues but cycling is seen as an activity that addresses them all – the “silver bullet” Ø Government figures suggest a 5:1 cost benefit ratio associated with this investment (other organisations suggest this ratio could be higher).
Seamus Allison, Guja Armannsdottir, Chris Pich and Tony Woodall Nottingham Business School: Marketing Division Theoretical perspective Ø Identity and culture are closely associated and Cox (2015) suggests ‘cyclists’ are a minority group (or culture) that embraces collective identity because this offers a sense of belonging and because it represents solidarity in the face of others who are hostile to cyclists Ø This hostility, or at least indifference to what, in a UK context, is seen as a socially marginal activity, is represented in a further body of literature that pertains to the perceptions of cyclists by either non-cyclists and/or other road users Ø Leonard et al (2012) suggest cyclists are perceived as ‘not normal’ Ø Daley and Rissel (2011) suggest cyclists might be perceived either as dangerous and anti-social or, alternatively, as positively committed to health and an environmentally-friendly lifestyle (Schrödinger's cyclist – simultaneously both anti-social and socially progressive) Ø Cycling cultures/groups are: responsible cyclists (those who ride safely and carefully), lifestyle cyclists (those who are keen and spend large amounts of money on their interest), commuters (professionals who travel to work regularly on bikes) and day-to-day cyclists (normal, non-sporting types, who cycle for fun and convenience) (Gatersleben and Haddad, 2010) – and there is much overlap
Seamus Allison, Guja Armannsdottir, Chris Pich and Tony Woodall Nottingham Business School: Marketing Division Why marketing has a part to play Ø Marketing is essentially about influencing behaviour amongst target groups Ø Marketers use research to gain insight and deploy an array of tools to influence behaviour Ø A key element of marketing is concerned with communicating to target audiences Ø Marketing techniques are being used in non-commercial settings to affect behaviour change for social good – Social Marketing Ø Marketers have a proven track record of getting us to do some odd things: Ø We believe that in the case of cycling the idea that ”if you build it they will come” may not hold true Ø We need compelling, well targeted messages to achieve higher levels of cycling (amongst EAs) Ø Or it might just come down to legislation (again)
Seamus Allison, Guja Armannsdottir, Chris Pich and Tony Woodall Nottingham Business School: Marketing Division Research rational Ø Motivation to cycle (and physical activity generally) lost between early teens and adulthood Ø Some increase in cycling, but often MAMILS (middle-aged men in Lycra) as high-value hobby, however, 73% of people would welcome higher levels of cycling* Ø For broader cycling take-up there is a need to activate more young people to ensure post-teen stasis is not embedded Ø Much research focuses on situational barriers – infrastructure, cost and logistics Ø However, we believe that culture and identity are key issues – especially for the young *Sustrans’ Bike Life project, 2016
Seamus Allison, Guja Armannsdottir, Chris Pich and Tony Woodall Nottingham Business School: Marketing Division Phase 1 results - #1 Main themes identified in the focus groups: Ø Theme1 - What is a cyclist?: A cyclist was seen as a well-off, skinny male, thirty plus and in business Ø Theme 2 - Respondents did not identify as cyclists: The majority of participants could not see themselves ever being classified as ‘a cyclist’ Ø Theme 3 - Cycling is not the norm: In general the participants perceived cycling as ‘not normal’ Ø Theme 4 - Cycling is for older people or children: participants considered cycling to be something for older people needing to look after their health or for children as part of play or a holiday activity with the family Ø Theme 5 - Cycling is a lifestyle hobby for men in lycra who like to own and wear all the kit: participants tended not to consider cycling as a means of everyday transport
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