You've got to ac-centuate the positive
- Eric Britton, EcoPlan, Paris. (on a lark. . . of sorts)
Unlike most of you, I have to admit that I have never had an original idea in my life. Most of what I come up with is usually either borrowed, more or less innocently purloined , or has already been put forward on numerous occasions without my knowing it by hundreds of other people and places that have had that idea or better many years ago. Yet, dear friends, I persist.
Today’s “latest new and great idea from Paris” that I would like to put before you has to do with a proposal for what I suggest we call Green Driving (or would “Green Cars” perhaps be better?) My idea this morning is to share this as a bit of a social-technical policy virus in the hope that some of you will chime in and help us make it into a better and more effective package. Or better yet, put it to work in your city.
The Context for Green Driving
The context is no more no less than the New Mobility Agenda put to work. Now as you doubtless know, the New Mobility Agenda (call it “sustainable transportation”, “give me a break”, or whatever you like) has two critical central pillars which between them condition pretty much all the rest:
Step (1) Demand : Our first step has to be to get a very very large proportion of all motor vehicles off the road (namely cars and above all cars with only a single person in them).
Step (2) Supply: And in parallel with this squeeze on “old mobility”, we need to provide everybody with first class new mobility service – and with the technologies and organizational skills we have at hand today, there is no reason why, in cities at least ,we should not be able to offer new mobility options which compete favorably or even better than driving your own car there (old mobility style).
But what about all those good people, those voting citizens who today are driving their own cars? And even it is costing them a bundle and they are losing huge amounts of time in traffic still would prefer to keep on rolling in their cars. The devil they know, etc. etc.
No problem. Let’s see if we can work that into our formula as well. Which brings us to Green Driving:, the car owner/operators best friend in 21st century cities.
The goals behind Green Driving (The missing link)
You've got to ac-centuate the positive
E-liminate the negative
L-atch on to the affirmative
And don't mess with Mister In-Between
-- Lyrics by Johnny Mercer and Harold Arlen, circa 1944
The idea is a bit guileful (but if we are not just a bit clever then we will never get the job done). It looks at people, you and me at the wheel for instance, both from a human and strategic behavior.
So we ask ourselves: is there some way to roll al these much needed measures, reforms and actions into a single coherent package, which is not only good for the environment and for our cities and all those who live and work there -- but also is something that has a positive ring to it so that people will welcome it as a great thing to do. Rather than scrape, gripe, grumble and at the end of the day resist (and maybe successfully at that). Which is almost always the case given the prevalent policy mindset du jour.
So as the song tells us, let’s try something that accentuates the positive, eliminates the negative, and works or could work something like this.
The central idea behind Green Driving as the till-now missing soldier of our strategy is to treat car owner/drivers, not as the villains of the piece, but as our customers. We want to bring all these good citizens into that world of new mobility with a smile. So, how can we best serve our good customers? That is the question.
The idea is that as a Green Driver, you have a better, more comfortable and more economic life style. (And oh yes, you are also cool and have more friends!)
Behind all this new mode of behavior is the fact that our cities are changing because they must before the increasingly urgent climate challenge, -- but also for many other immediate local reasons.
But now, you are able to use your car AND be a good citizen and neighbor at the same time.
To achieve this leap, as a new Green Driver you now have at your disposal a rich panoply of technologies, partners and organizational devices which permit you to be palpably better off than you were under the old mobility arrangements which our cities are increasingly leaving behind it. You are, for sure, a car owner/driver, but as a Green Driver you are not stuck in traffic, you are not spending a bundle, and what is more, in addition to your own much loved car, now a lot more effective than it was in the old days, you also have access to a whole range of the new and improved mobility options which you can use as and when you wish to. (“Look Ma, no compulsion!”)
Now while this single, simple, understandable, positive proposal encompasses goals usually seen as “negative” – traffic reduction, less congestion, lower speeds, fewer places to park, less energy consumed, greenhouse gas reductions, resource savings, and the long list goes on – we can, I am confident, achieve these important objectives, but this time with Green Driving putting the whole thing in a positive frame for an important part of our voting and vocal public.
This is not to say that this approach will succeed in keeping absolutely everyone from screaming, you will always have the screamers (as Enrique Peñalosa put it so well), but it will by its very nature keep that number down considerably.
Also, it is positive and at the same time can be shown to lead to numerous other advantages, including offering improved transportation options and services to many people who simply would not have them if you had not put “green driving’ into practice in your city.
Green Driving: Down from the mountain with Ten Commandments
Of course it’s a package and different cities will handle it indifferent ways. It will in each case bring together a dynamic set of integrated, synergistic policies, measures and technologies -- and while this is not the place for me to roll out the full carpet, here in shorthand is a first think list of some of the good things that you might want to consider folding into your program:
1. +3 HOV access: Privileged access to HOV lanes and conveniences if you can figure out how to get more than three people in the car;
2. Ride-sharing: This is how you get those people into your car, helping to share your costs and gaining you in the process that privileged access to the scarce road resources.
3. Digital hitchhiking: This twenty-first century fillip for ride-sharing (car and van pools) keys on the dynamic use of mobile phones as the central organizing device.
4. HOV parking: Proportional and significant parking reductions as an HOV
5. Zip Right In” parking: New “Zip Right In” parking technologies and packages which permit you to reserve your parking slot by mobile phone or internet before you set off on your trip, so that you can zip straight into your reserved slot without driving all over the place to find one;
6. Carsharing: There when you need it ,but someone else’s problem the rest of the time.
7. Shed a car” programs: Vehicle Buy Back incentive programs and packages;
8. Eco-driving training: This is well charted terrain as a quick Google visit will make clear.
9. Mixed-mode driver training: Driver training programs for new mixed-mode travel patterns to reduce accidents
10. Drive-a-Bike: True automobility for shorter city trips
There’s a lot more that can be folded into such a package, but you get the idea! And I hope you will share your ideas about how to fill out this list.
New Mobility must bring with it a strong positive message – otherwise it is just one more self-righteous well-meaning phrase. Thus Green Driving can be carried out in parallel with high profile new mobility projects such as the Paris Free Bikes (Vélib’), the best of BRT, group taxis, all-mode fare cards, seamless transport, public space projects, etc. which everyone sees as positive and which not only offer options and complements to own-car travel, but also and far more subtly work on people’s minds and attitudes (which at the end of the day what this is supposed to be all about).
Now it’s your turn.
This is a dynamic group concept-in-process to which you are invited to contribute. Please send your comments and suggestions to the New Mobility Agenda “idea factory, addressing your mail to NewMobilityCafe@yahoogroups.com. I also invite you to share this note with other people and lists who you think might find it useful or better yet wish to join in to make it better.
Or best of all, you will go out and create your own Green Driving program in your city and let the world know.
Lead by example!