Unfit For Purpose

Why cycle promotion does not create modal shift

(and how to remedy it)

Dr Peter Cox, University of Chester

The climate for cycle promotion in the UK is currently very favourable. Cycling is proposed as a remedy for a number of problems from health promotion, through environmental protection, to cycling as the remedy for urban traffic congestion. These promotional schemes are accompanied by a significant increase in infrastructure provision, whether in public-private partnership deals or through a number of public sector environmental or regeneration programmes.

This presentation argues, however, that the very breadth of activity conceals a failure to address the very specific needs of particular groups. Sociological research into attitudes and understandings of cycling reveals that cycling is not a single monolithic activity, but the terms covers a spectrum of radically different activities, values and meanings.

Importantly, these understandings of cycling, and of the purpose and value of the cycle itself are not necessarily transferable. For example, many who ride on a regular basis understand their activity as play, and the cycle as a toy associated with leisure pursuit – therefore to encourage the same user to use the cycle for mundane transport purposes is not simply asking them to extend their cycling but to take up an entirely new activity.

The general encouragement of cycling, whilst it may have value in itself, will therefore not necessarily lead to modal shift, a factor reflected in current statistics on cycle use. Furthermore, the kind of facilities provided for leisure, and recreational cycling may serve to discourage transport cycling. Firstly, one must acknowledge the cognitive distance between different cycling activities as noted above. Secondly, the priorities of transport are swift, uninterrupted movement, a secondary factor in the ‘safety-oriented’ planning dominant in the UK.

A much more detailed and nuanced understanding of cycling as a multitude of different activities is required. Provision and promotion must clearly understand the particularities of different forms of cycling and cycle use, and be clear in its aims as the purpose and potential impact on different user-categories.

In conclusion, the evidence points towards modal shift requiring focused attention to the whole area of mobility, with emphasis on making existing transport networks more cycle-friendly, favouring passive rather than active infrastructure interventions.

	Warrington Cycle Campaign has over 200 members and is committed to making better use of the roads for all sectors of the community. Our main objectives are:- A safer environment by the adoption of a 20mph speed limit in all urban areas On-road cycle training for all children Better account taken for the needs of cyclists at road junctions and roundabouts Responsible cycling - using lights at night and respecting pedestrians Take a look at their website to view topical issues, etc
	20's Plenty For Us provides a wide range of resources, information and material for local 20's Plenty campaigners. These include many mixed groups where cyclists and pedestrians are working together for lower speed limits where people live.
	Cyclenation (formerly Cycle Campaign Network) works to create a nation of cycle friendly communities and is the federation of local cycle campaigns with nearly 90 such campaigns throughout the UK.
	CTC - the UK's national cyclists' organisation, are the country’s largest group of people on bikes. Their mission is to make cycling enjoyable, safe and welcoming for all. Their work includes high-profile campaigning on behalf of all cyclists.

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