Andy D'Agorne

Forty years ago Copenhagen was just as car-clogged as anywhere else but now 37% of commuters crossing the city boundary ride bicycles each day. That number rises to 55% in the city proper. Copenhagenizing is possible anywhere.....

Looking at the 'Copenhagenise' website, I found this pearl of wisdom about the psychology of getting more people to ride their bikes:

"Now let's imagine Mr Motorist sitting in traffic and glancing out of the window. He watches a chap ride past. Briefcase strapped to the back pannier. Wearing a suit. Not flying along like he is out to break records, just riding steady. the only gear on him is clips on his trouser legs and, if you like, a helmet. Taking it easy, not challenging the motorized traffic, just working with it. The bike on which the man is sitting resembles the one in Mr Motorist's garage.

And then Mr Motorist sees a woman pass by him. On a cool 'sit up and beg' bike. Her briefcase in her basket, adorned with plastic flowers. The basket, not the briefcase. She is wearing a skirt and stylish shoes. Listening to her iPod. (not to be recommended in traffic!- Andy)

 A good, steady pace.

Then, we dare to assume, Mr Motorist would think, "I wouldn't mind riding my bike to work. It's only 5 km. That guy looks like me. Same suit. Same bike. And that woman makes it look easy..."

Mr Motorist would instantly see his own reflection in these riders. He would realise that in order to ride to work he would only have to drag his bike out of the garage, invest in trouser leg clips and, if he likes, a helmet. In far less time than it takes him to drive to work, he would be ready to ride.

He wouldn't have to make a statement. He would just be another cyclist on his way to work. He would blend in. He would feel like he is doing something good for himself and for the planet. Without having to climb a soapbox to do so.

THE RUB
Here's the rub. All those who are so passionate about helping increase bicycle usage in urban areas, understand how Joe Average thinks. Help Joe Average fit in. Don't alienate him by highlighting the differences between you and him. We're all in this together.

Activists are first out of the blocks and more power to them, but it is Joe Average and his friends who will end up saving the planet, if given the chance.

And when bike usage increases, bike accidents decrease and cities and towns will have no choice but to invest in infrastructure, facilities. If you build it, they will come.

Full article is a couple of years old but still relevant: http://www.copenhagenize.com/2007/11/critical-miss-or-critical-mass.html