De-marketing the car

Governments in many countries are experimenting with alternative methods for reducing car use, including congestion charges, increased fuel taxation, and improved public transport. This paper raises another possibility. Not only could public transport be marketed as an alternative to the private car, but through targeted propaganda, the automobile could be de-marketed as a status symbol and a convenient accessory of modern life. In contrast with other public information campaigns, de-marketing would focus on people's self-image rather than their sense of public duty. The authors draw on established theory in putting forward alternative themes aimed at particular categories of user and particular categories of journey, and briefly consider the strengths and weaknesses of each approach. Peer group pressure could be an important factor in helping to change attitudes among potential car users at the opinion-forming stage during their life cycle. The agencies best positioned to deliver an effective national campaign are public transport corporations, local authorities, health organisations, and environmental lobby groups; a co-ordinated approach could bring about a modest contribution towards travel reduction at a relatively low cost.