Strategic Marketing: The Truth About Gender and Generational Commuting Trends - and Its Consequences

On May 27, 2009, the National Center for Transit Research's National TDM and Telework Clearinghouse at the University of South Florida
(www.nctr.usf.edu/clearinghouse) and the Association for Commuter Transportation (http://www.actweb.org/) held a netconference entitled "Strategic Marketing: The Truth About Gender and Generational Commuting Trends - and Its Consequences."

The on-demand streaming media recording and copies of the slides are now available online at
http://www.nctr.usf.edu/clearinghouse/netconference/netgendermarketing.htm

Summary: While traffic may be standing still, changes in gender and generational commuting trends are not. These changes will provide significant marketing challenges and opportunities for the transportation demand management (TDM) and public transportation communities. A recent ACT survey found that nearly nine in ten members agreed that it is important to customize TDM marketing messages for each generation but very few do. This session provides information to improve understanding of those gender and generational trends as TDM and transit agencies develop strategic marketing plans.

Speakers:

Dr. Randall Crane, UCLA, presented Does Gender Matter? Changes, Choices and Consequences for Transportation Policy. He reviewed the broad demographics of travel demand and identified which demographics will influence demand the most - and the least. Dr. Crane discussed why gender travel patterns change, how these changes are influencing demand and what the implications are for influencing travel behavior. He briefly discussed what transportation agencies can do to plan for these changes.

John W. Martin, Southeastern Institute of Research & The Boomer Project, presented Using A Generational Lens to Advance Non-Drive Alone Alternatives in America. John presented an overview of the four generations of commuters: Silent, Boomers, Gen Xers, and Millennials (Gen Ys) - and shared an easy way to understand their differences and what motivates them to rideshare. John's presentation concluded with recent findings of a survey that examined the willingness and propensity of the various generations for using alternatives to driving alone.

This 76 minute netconference was moderated by Donna Smallwood, MassRides/URS