Travel Reference
In-Depth Information
discussed earlier. These are associated with changing habits in gradual ways rather than stopping
fl ying. Some sustainable travel companies already promote around savouring the journey (see for
example Snowcarbon 2012). The ideas that our strategy attempted to harness embraced: a
focus on values rather than actions, small changes rather than stopping fl ying, links with pro-
environmental attitudes and to develop positive networks around such pro-environmental
behaviour.
Individuals were recruited via on-street surveys in parts of London (Islington, Dulwich
and Surbiton) during 2012. The recruitment questionnaire along with so-called 'vox-pops'
video interviews were aimed at the high end of four market segments along with fl ying
habits (on average most groups identifi ed in
Table 5.4
made three or more short haul fl ights
per year).
In phase 2 of the research (
Table 5.4
)
a key component was the use of co-creation workshops
undertaken by the social marketing company Uscreates. These workshops were held for each of
the four segments and contained six respondents per segment selected from the on-street
interviews. The workshops differed from normal focus groups in that attendees were presented
with the problem of how to change holiday travel behaviour from plane to train for certain short
haul fl ights. This followed a citizen-central approach to social marketing as suggested by French
et al
. (2010). This argues that citizen consumers are not passive, calling for a more pragmatic and
insight driven approach. Our use of co-creation workshops was therefore developed to serve
such a strategy.
The workshops were used in two ways to inform the project on key aspects of behaviour
change and to help co-create a behavioural change campaign. The workshops were designed to
open up discussions in a playful way and in turn create opportunities for new ideas. Topics
discussed within the workshops included: attitudes to climate change and sustainability, notions
of environmental cynicism, attitudes and behaviour to fl ying, rail travel, switching triggers and
ideas. It is not possible to present all the results here but we focus on the key points regard-
ing plane and train travel along with switching triggers and related ideas. At this stage in the
analysis our key market segments had been reduced to two core groups, 'Generation Y' and
'Empty Nesters'.
As expected plane travel was favoured for costs and time in the early stages of decision
making, but few actually enjoyed the experience of fl ying. A frequently used statement in the
workshops was plane travel 'was a necessary evil' with the whole process 'being fairly unpleasant'
(quotes from 'Empty Nesters'). However, the workshops highlighted the obstacles to behavioural
change. These were that fl ying was the social norm as illustrated by the following quotes: 'We are
used to the plane, it's a habit' ('Generation Y'), and 'I guess I do it because everybody does. I just
don't think about it' ('Generation Y').
In terms of the environmental impacts of fl ying in all the workshops few people had very
little knowledge, with levels of understanding ranging from confusion, scepticism, powerlessness
to transferral of blame.
In contrast, the attitudes towards rail travel were rooted in a great many negatives, associated
with costs, time and the problems of getting to the station. Typical views were: 'The train is so
much more expensive than getting on a plane' ('GenerationY'), 'Carrying a heavy case on public
transport is diffi cult' ('Empty Nesters'). In terms of continental travel there were lots of positive
experiences of using the Eurostar but people were more uncertain of continental sleeper trains.
Comments such as 'I don't consider it safe on trains, if they are sleeper trains' ('Empty Nesters'),
'It can be unsafe. I don't know if I'd take one' ('Empty Nesters') were common. However, in
general terms people spoke more passionately about continental train travel in terms of comfort,
relaxation, 'quality time' and enjoyment.
