Tuesday 2 August 2011. The Green Piece Column.
Most of us will have read various tips on how to drive in a more economical manner in a bid to reduce emissions and save fuel. From avoiding harsh acceleration and braking, to driving at 56mph where legally possible, there are a host of ways to bring fuel consumption down.
However, knowing about these techniques is one thing – but implementing them is another altogether when we slip into our natural driving habits. That prompted Shell in the UK, in partnership with think tank the Royal Society of the Arts (RSA), to conduct a study/challenge in July involving cab drivers from 10 regions across the UK competing to see who could drive in the most fuel efficient manner.
Inside the mind of a cabbie
According to the interim report Inside the Mind of a Cabbie, though climate change is partly a technical problem that can be targeted with technological and policy interventions, there is also a human dimension that makes it an adaptive challenge and requires changes in attitude, values and behaviour.
Its study focused on cabbies’ personal views and outlooks; taxi driving as a profession; taxi drivers as a community; typical driving behaviours; and attitudes to behaviour change.
Among the findings of its studies were that the nature of the cabs drivers have to work with is a major concern and they would welcome more fuel efficient vehicles. Elsewhere in the world there have been a number of quantitative steps to make taxis greener including the introduction of BYD e6 taxis in China that boast rapid battery recharging; while in the USA the Nissan LEAF electric vehicle has been introduced into the New York City taxi fleet.
Cab drivers also feel disconnected from the issue of climate change and are concerned about the implementations for their children; while the trade off between fuel efficiency measures and the need to make profit is an issue. Many drivers see it as a constant challenge to balance efficiency with the need to maximise the number of jobs they answer each day and some even doubt if there is any financial benefit to driving in a more fuel efficient way.
In addition, cabbies face pressures from passengers to reach destinations as quickly as possible forcing them to compromise fuel efficiency. There is also the perceived need to rush back to taxi ranks in order to secure passengers, particularly with increased competition from private hire vehicles.
How to fuel savings
Based on the interactions to date, the RSA has formed a number of conclusions that could encourage the cabbies into fuel efficient driving.
For example, it recognises that the focus is not on information dissemination but on understanding that brains work effectively in two different systems – like a pilot and auto-pilot – with the challenge being to find ways to shift habitual behaviours. One suggestion is raising awareness of social contagion rather than explicit instruction. The aim is to motivate drivers to overcome their tendencies and show that they have the potential to influence not only their passengers but also the people their passengers influence. It finds there is already a strong public service ethos among the drivers and RSA believes this can be framed with a change in transport policy or public subsidies.
It also finds that it’s important to frame financial savings in tangible terms to stage the value of fuel efficiency. This could be reflected through potential holidays, the payment of discrete costs and more.
There are also arguments elsewhere that incentives could be introduced for cab drivers. For example, a driver could be assigned a certain vehicle with mileage measured at the end of the month. Fuel efficiency could then be compared among drivers with the most efficient drivers picking up rewards.
Our verdict – What we can learn from the cabbies
The results of the study certainly offer some interesting tips as to how the average driver can implement greener driving techniques into their average performance.
Of course the first step is education. Its one thing to understand the techniques, but this must be enhanced by showing drivers the benefits of their actions – how their adopting these techniques can reduce air pollution, limit the risks of poor health and create a better environment for future generations.
From there, just like for cabbies, financial considerations are vital among motorists. While taxi drivers are obviously looking to earn as much money in the day as possible and are therefore held back by the urgency to collect more passengers; regular motorists should have a more simple motivation in reducing their trips to the petrol forecourt and subsequently saving money. Showing the tangible impact of various individual fuel saving measures in reducing consumption can drive home their importance and influence drivers to take the necessary actions. Eco monitors and implements on the dashboard can assist this behaviour; while financial incentives for purchasing electric or hybrid vehicles will offer an obvious incentive to switch.
Eagerness to save money is paramount for most motorists – now it’s down to the government and car manufacturers to connect the dots and show how more environmental consideration will equate to more money in our pockets.
Faye Sunderland.
