The Ask Find a solution for a sustainability problem.

ECO POINTS SYSTEM

THE QUICK READ

CHALLENGE

How do we convince a declining pool of riders to take the dirty, crowded, unappealing option more frequently?

PROBLEM

Being the environmentally friendly option is not a strong enough incentive when there are, quite simply, more enjoyable options.

SOLUTION

IN COLLABORATION WITH

Help commuters find value in public transportation beyond carbon emission-reduction and despite the hassle.

 

THE SUSTAINABILITY PROBLEM

Carbon emissions are one the most discussed topics within sustainability. After two decades of discourse, carbon is still the largest threat to our planet, despite public knowledge of ways to combat it.

One of those ways, traveling by public transportation, has seen a decrease in ridership in the last few years.

According to a study done by The Washington Post, public transportation ridership has decreased nationwide. The reasons cited included near constant construction, unreliable systems, and – most importantly – more comfortable, convenient experiences with rideshares and personal vehicles.

PIVOTAL LEARNING

Dirty, crowded, loud – there are many reasons people avoid public transportation, despite knowing its environmental benefits. So we took a broader look: why do people chose not to switch to sustainable habits?

 

INSIGHT

Convenience outweighs impact.

We looked at existing initiatives  – reusable mugs in coffee shops for a 10 cent discount, only offering shopping bags for 5 cents a bag – that proved to only be effective to a point. Once the convenience of the activity was removed, the desire to complete the sustainable change drastically reduced.

CREATING VALUE TO CHANGE BEHAVIOR

We looked at existing initiatives  – reusable mugs in coffee shops for a 10 cent discount, only offering shopping bags for 5 cents a bag – that proved to only be effective to a point. Once the convenience of the activity was removed, the desire to complete the sustainable change drastically reduced.

 

STRATEGY

Get travelers to chose the greener transportation options by providing an impactful incentive.

THE INCENTIVE LEADS TO THE SOLVE

We looked at existing initiatives  – reusable mugs in coffee shops for a 10 cent discount, only offering shopping bags for 5 cents a bag – that proved to only be effective to a point. Once the convenience of the activity was removed, the desire to complete the sustainable change drastically reduced.

THE PROGRAM

We looked at existing initiatives  – reusable mugs in coffee shops for a 10 cent discount, only offering shopping bags for 5 cents a bag – that proved to only be effective to a point. Once the convenience of the activity was removed, the desire to complete the sustainable change drastically reduced.

 

BRAND STRATEGIST | SHE/HER