Class project for Strategy and Design with Caley Cantrell

ECO POINTS SYSTEM

In Collaboration With:

THE ASK

develop a solution to fix a 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.

BUT WE CAN'T BLAME UBER.

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.

HOW DO WE CONVINCE A DECLINING POOL OF RIDERS TO RIDE MORE?

OUR CHALLENGE

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

THE PROBLEM

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

Close proximity and contact with strangers, unreliable and less controllable than driving, it often takes longer and requires more waiting.

To get a better understanding of the consumer and to build the most efficient system, we had to focus on one metro area.

WE CHOSE WASHINGTON, D.C.

A large metropolitan area of over six million people and a national leader in environmental initiatives, with proof found in its status as the first LEED Platinum City in the world and its passing of the most aggressive climate change legislation in the country, the District provides the perfect environment for a pilot initiative.

The Washington Post

MOST IMPORTANTLY: IT'S A HYBRID CITY

Most residents still use a car, despite a well-establish metro system.  With recent updates, 68% majority of residents rated the Metrorail positively, up from 42% in 2017.

COMMUTER CLIMATE IN D.C.

According to the same study by The Washington Post, D.C. travelers fall into four segments.

TRANSPORTATION CURIOUS

Early adopters of new services, such as e-scooters and ride-sharing apps.

18%

36%

DRIVERS WHO DABBLE

Frequent drivers who will occasionally use the Metro or other means of public transportation.

HOMEBODIES

The city’s residents who travel less frequently in general.

20%

26%

COMPLETELY CARS

Committed to their cars and only drive.  They value the privacy cars afford.

TARGETING.We'll convince the 54% of travelers already likely to ride to choose the greener option more often.

LOOKING CLOSER AT OUR CHALLENGE:

HOW DO WE GET COMMUTERS TO NOT ONLY CHANGE THEIR BEHAVIOR, BUT WANT TO?

WHAT ARE CURRENT METHODS OF PERSUASION?

According to the American Journal of  Preventative Medicine

NANNYING Restricting individual behaviors.

Such as cigarette taxes and driving bans.

Seen as an overstep by policymakers, therefore often used as a last resort.

NUDGING Providing information as encouragement.

Such as step counters and other fitness trackers. 

Questionable efficacy.  For example, there is no clear evidence that fitness trackers make people more active.

INCENTIVIZING Using bribery to get desired behaviors.

Most often seen as loyalty programs  within stores.

Incentivizing is proven to encourage behavior change without taking punitive measures, making it the method we'll use for our strategy.

Get travelers to choose the better transportation options by providing an impactful incentive.

STRATEGY

So instead of pushing the social angle, why not give riders something tangible?

By providing a valuable incentive, we can decrease carbon impact by increasing ridership.
 

WHERE DID WE START?

First we looked at what changes exist and work?

Things like reusable cups in coffee shops and HOV toll discounts. This gave us a baseline for solutions.

Next, we thought what issue do we want to solve?

Land waste? Food waste? Coral reef protection? But we found that question to be too broad for a solution.

However, it did lead us to a sustainability focus: reducing carbon emissions.

#1 Carbon Polluter

#2 Carbon Polluter

#3 Carbon Polluter

Finally, we turned to behaviors –

what habit did we want to change?

BRAND STRATEGIST | SHE/HER