Overcoming Obstacles of Car Culture: Promoting an Alternative to Car Dependence Instead of Another Travel Mode

Car advertising is about fashion and lifestyle rather than the convenience of a particular car for a specific market segment’s travel needs. Yet public transport markets its convenience for some trip components. Has this strategy proven effective? Public transport is not an adequate alternative for car dependence as it cannot meet the majority of the diverse travel needs of most of the population. However, when combined with walking and cycling, the three Environment Friendly Modes (EFMs) together can offer a viable alternative to the car for most travel needs. This paper explores the effectiveness of promoting EFMs as a group rather than the promotion of public transport alone, drawing from travel behaviour and social marketing theory. It then examines the process and results from the Individualised Marketing (IndiMark) travel behaviour change technique within the context of promoting an alternative to car dependence. Future actions are recommended to explore the complementary nature of walking, cycling and public transport and how best to market these to convince car dependents to take the risk.