Volume 7, Issue 2: Fall 2011
Sustainable Motorcycling: Rethinking Mobility, Consumption and Market Relationships
Geoff Crowther
A fast-changing world impacts
motorcycling in numerous ways, affecting how, when, where and, even perhaps, if
we ride. The current economic recession has restricted the
availability of household funds for motorised personal mobility and this has been reflected in a reduction in demand for
powered two wheelers in the developed world. However, economic forces are not
alone in influencing markets, as legislation and its enforcement shape which
bikes are available and how they are ridden, whilst technology offers
alternative power sources and new control possibilities for riders and, indeed,
authorities. Also social values relating to consumption of motorcycles are
adapting to fresh perspectives on world resources and environmental degradation,
as policy makers, manufacturers and consumers seek out sustainable solutions
for a powered two-wheeling future.
Sustainable Motorcycling
Sustainable motorcycling calls for the
development of
forms of motorcycling that are ecologically acceptable, socially relevant,
aesthetically pleasing, economically viable, technologically appropriate, and
individually satisfying. The actions that people take and the choices they make
when motorcycling—to consume certain products and services rather than
others or to participate in motorcycling in certain ways—have direct and
indirect impact on the environment, as well as on personal and collective well-being.
Hence the topic of sustainable motorcycling has increasing resonance for the
motorcycling community and for those concerned with the ethics of motorcycle
consumption. It offers the
possibility of better understanding how and why particular people choose to
live with particular motorcycles in particular ways and/or how they make do
with the dominant motorcycling culture that surrounds them. A future for
motorcycling is assured in response to growing urban congestion and rapidly
expanding personal mobility requirements. However, if such opportunities are ignored, further marginalisation by politicians, transport planners and others will occur.
Motorcycling Choices
A key question to be considered is why we motorcycle in the
ways that we do? Much of conventional choice theory assumes that each
individual has complete knowledge of the alternatives and can make a rational
choice, an unlikely scenario. Recent empirical research suggests that a much
more proactive approach is required that not only informs individuals about the
alternatives that are available but also helps them decide which is most
suitable for them. Information has to be taken to motorcyclists, rather than
assuming that they will find it themselves. A distinct cognitive effort is now
required to overcome habitual behaviour, even where
the new behaviour carries substantial benefits to the
individual concerned. Individualised marketing is a
good example of this use of a dialogue-based technique for promoting public
transport use in the UK.
In the more affluent parts of the world, spiraling
differentiation contributes further complexity to motorcycle choice, a “brew”
fuelled by extensive branding in the marketplace. In addition, motorcyclists
have found themselves “locked in” to unsustainable consumption patterns that
flow, to a large extent, from habits, routines, social norms and expectations as
well as dominant cultural values. Sustainable motorcycling requires a radical
re-direction in the way in which motorcycle consumption decisions are made. But it will provoke the inevitable
resistance to change that stems from ingrained cultural values, peer group
pressure and contemporary market relationships that have created what may be
termed “motorcycle consumer inertia.” The “supersize” phenomenon that “biggest
or fastest is best” applies not only to fast food but many other goods,
including motorcycles. As a consequence, those seeking to achieve
pro-environmental behavioural change in the
motorcycle market emphasise the difficulty and
complexity associated with such ambition to overcome market inertia. They also
highlight the need to deal with the social and institutional context of
motorcyclist consumer action, as well as attempting to influence individual behaviours.
Legitimacy must be based on a participatory and inclusive
approach that involves ‘‘selling’’ the message of sustainable motorcycling to
individuals, groups and localities through explaining the need for changes in behaviour and convincing existing and potential riders of
the importance of their contribution. A key insight to be drawn from
consumption literature is that material artifacts play important symbolic roles
and as a result of this are able to negotiate vital psychological and social
functions in our lives. Grey Advertising’s 1962 slogan “You
meet the nicest people on a Honda” did much to stimulate interest among those
who previously had no interest in motorcycles, who saw in the motorcycle a new
purpose, one of casual and convenient daily transportation.
Why is durability the poor relation of marketing platforms in relation
to motorcycles? The venerable Honda C90 Cub owed much of its enduring
success to its durability; it was a workhorse rather than a fashion or lifestyle
accessory. But now a number of factors are considered important. First, the style and aesthetics
reflected in motorcycle markets have become increasingly fashion led, a trend
reflected in short product life cycles.
Second, manufacturers constantly seek to gain competitive advantage
through differentiation based on product features or attributes, such as
traction control, leading buyers into aspirational overbuying where
features are sought not for functional necessity but to overcome psychological
vulnerability. Consumer preferences for goods are not formed on the basis of
the products themselves, but on the attributes that those products possess and
the values of those attributes for individual consumers. In some instances,
riders are drawn to attributes to overcome anxieties concerning their ability
to perform in relation to their motorcycles.
Third, the search for enhanced performance in motorcycle
design has driven product development for decades, resulting in bigger, faster,
more complex machines usually costing more to maintain, fuel and replace.
Fourth, price contributes to rapid model depreciation as
longer lasting motorcycles mean more expensive machines in showrooms and
perceived potential loss of sales/market share.
Finally, the role of self expression in motorcycling has been mirrored in riders embarking on quests for to create
their own narratives, with identity development a prime motivator for
participation. The latter explains the recent rapid rise in “adventure”
motorcycling.
Although there is evidence amongst motorcyclists of
resistance to the above as manufacturers’ development and production costs
escalate and innovation fatigue sets in as short product life cycles
accompanied by rapid depreciation are perceived as poor value. Also amongst
motorcyclists, we witness cults devoted to “products we love,” with high levels
of consumer attachment to specific brands, such as Harley-Davidson, and their
resulting tribal consumption practices.
A key question can be raised: how can durability
become a more interesting message? As we know motorcycle, car and bicycle
manufacturers are adept at selling the symbolism and seductiveness of their
wares. Why not motorcycles built for the long haul linked
to sturdy, rugged design, robust materials and easy maintenance? This strategy
has emerged as a convincing platform for certain products that expect heavy
usage: think KitchenAid.
Sustainable Motorcycling: An Inevitable Downshift?
Motorcyclists must respond to the sustainable mobility
approach that requires actions to reduce the need to travel (fewer trips), to
encourage modal shift (e.g., cars - motorcycles - bicycles - bus), to reduce
trip lengths and to encourage greater efficiency in the transport system
through the promotion of more efficient motorcycles, speed control and
controlled access. Already in Europe there is evidence of transport policy
measures that are used to reduce and control levels of motorcycle use, e.g.,
satellite monitoring of travel behaviour including
speed. However, this approach goes beyond the OECD call for a debate centred on awareness raising, through
information, education, and use of the media and advertising as the means to
achieve sustainable mobility. The benchmark report (OECD, 2004) drew attention
to the need for a concerted strategy to make behaviour change easy, ensuring that incentive structures and institutional rules favour pro-environmental behaviour,
enabling access to pro-environmental choice, engaging people in initiatives to
help themselves, and exemplifying the desired changes within government’s own
policies and practices.
Perhaps we can pin our hope on voluntary simplicity in motorcycling to
reduce total consumption levels and provide ecological relief? Motorcycle
downshifting involves the conscious decision to
scale back on consumption, as well as boycotts and "buycotts,"
consumer campaigns, value-expressive consumption and collective consumption.
Motorcycle downshifters engage in alternative forms of consumption while
simultaneously holding anti-materialist and anti-brand-conscious values. They have discovered that consumption can be used for positive
political ends, mobilising the motorcycling community
to think politically and participate in community-minded causes. They
may ultimately serve as “moral agents” who, through their behaviour,
challenge the consumer culture from within. It appears likely that, shaped by
their aesthetic, emotional, and sensory responses to motorcycling freedom,
riders’ preferences will play a vital role in achieving sustainable
motorcycling leaving silent, electric powered two wheelers with a restricted
appeal.
A Way Forward
This essay argues that what is needed is perhaps not an
anti-consumption perspective—fewer motorcycles and less motorcycling—but
an alternative perspective for manufacturers,
consumers and policy makers on sustainable motorcycling. To this end, we must clarify
the form of alternative motorcycle consumption that would support a
sustainable perspective. So a key
task is the identification of what is and what is not sustainable motorcycling
consumption behaviour. This requires an understanding
of the social and institutional context of consumer action, opening out a more
creative vista for policy innovation. Expanding on these opportunities is the
new challenge for sustainable motorcycling.
Clearly targeted, personalised strategies, including social pressure, awareness raising, demonstration,
persuasion and individual marketing, are also crucial. Acceptability is an
essential (yet often neglected) element of sustainable mobility. The
sustainable mobility paradigm is moving towards an objective-based planning
system that is trying to implement a range of policy interventions, but with an
important additional element, namely the support of all stakeholders.
Underlying this discussion is the need to understand motorcycling consumption behaviour and to explore the means by which cooperation and
support can be obtained so that meaningful change can take place. Let us beware of greenwashing.
The open and active involvement of all parties would be far
more effective than the conventional passive means of persuasion. Thus, broad
coalitions should be formed to include specialists, researchers, academics,
practitioners, policy makers and activists in motorcycling and related areas of
transport, land use, urban affairs, environment, public health, ecology,
engineering, green modes and public transport. It is only when such coalitions
form that a real debate about sustainable mobility can take place. There must
be a willingness to change and an acceptance of collective responsibility.
Reflective
(deliberate), low impact motorcycling is a way
forward that aims to improve motorcyclists’ sense of physiological,
psychological, emotional and spiritual well-being,
while recognising issues of economic viability,
environmental stability and socio-cultural benefits. A strong contingent of
riders is always asking the same questions: Why build every new
motorcycle with a big engine? Why not build something smaller, affordable and light that still looks cool? Yes, such
motorcycles are emerging (e.g., the KTM Duke 125 or the Honda CBR250R) in
response to a trend that cannot be dismissed as a fad or short-term fashion,
offering a market segment that promises to grow globally-
Policies that seek to promote pro-environmental behavioural change will need to engage as much with the
social context that shapes and constrains social action in motorcycling, as it
will with mechanisms of individual choice. By taking seriously how people feel about their
motorcycling and about alternative modes of motorcycling, we will be in a
better position to re-evaluate the ethical dimensions of motorcycle
consumption. Only then can we consider what will be necessary to make the
transition from today’s motorcycling culture to a more socially and
environmentally responsible motorcycling culture.
What is the benefit to be gained from
educating motorcyclists about sustainable consumption? Numerous positive outcomes may result
from creating a society of better informed motorcyclists. These include
individual-level outcomes, such as a closer fit between motorcyclists’ desires
and the products purchased, and societal level outcomes, such as a greater
appreciation of the implications of motorcycling on our physical and social
environments leading to a sustainable future for motorcycling.
For many motorcyclists, their bikes will continue to serve a
vital purpose in helping them to maintain and improve social resilience in the
face of cultural shifts and economic and social shocks, and in helping the
group to maintain its social identity and to negotiate inter-group
relationships. Some things are unlikely change.
References
OECD (Organisation for Economic Cooperation and Development), 2004. Communicating environmentally sustainable transport: the role of soft measures. Report of the workshop held in Berlin, December 2002.
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