Sticky habits

 BARTplatform
Photo credit: Flickr/JenniferWoodardMaderazo

I’m not surprised that relatively few people took the San Francisco government up on its offer of free transit rides on smoggy days. According to the San Francisco Chronicle, local governments have paid for up to four days of free service in the summer months, and they kick in when air-quality predictions are particularly dismal.

The BART people are spinning an increase of 6,700 riders compared to a normal day as a big success. It’s about a two-per-cent increase in ridership.

As a result, the additional commuters who chose to ditch their vehicles and ride BART instead, prevented more than 294,800 pounds of pollutants from spilling into the air. According to the Institute of Local Self Reliance, the average commuter spews 44 pounds of pollutants into the Bay Area’s air each day.

They’re probably right. Changing how you get to work is a big deal. Aside from figuring out a different route when you’re not at your best, it means changing what time you get up in the morning, what order you do things in — if you take up biking, maybe you’ll shower at work instead of at home — and paying attention to things like bus schedules and maybe weather reports when you ordinarily wouldn’t. Chances are, it means planning for a different routine the night before.

If that’s how many people modify their commuting habits on a few hours’ notice, I bet the number would be sharply higher if they did it for a week and told people a month in advance. Could be a good marketing technique.

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