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The only way to get consumers to choose cheaper, more efficient transportation is to make it the cool option.

More than half the global population now lives in urban environments, and that number will only grow: By 2050, an estimated 80% will live in cities. This means that in the next 40 years we will need to build the same amount of urban infrastructure as we have in the last 4,000 years. This trend will also have an impact on global warming: Between 1990 and 2007, transportation-related emissions increased by a third, while emissions from other sectors decreased. Regardless of our political views, we can’t afford to perpetuate the car-centric model. It’s time to brand alternative forms of transportation in a way that convinces consumers to opt for higher-efficiency modes over the traditional automobile.

It’s widely accepted and understood that consumer decisions are as much influenced by emotional attachments to a product or service as by the hard facts such as price and performance. So why is it that when it comes to most aspects of human transportation, the world still seems to believe people are rational machines?

Read the entire article at: Co.Exist

Earthgarage – Greener Car. Fatter Wallet