In an effort to be more environmentally friendly, the city of Gothenburg, Sweden is offering free bicycles as an incentive to commuters committed to driving less. Rather than simply building more bike lanes, which has been the approach in Copenhagen and Portland, the Gothenburg government wanted to go a different route.
To receive a free bicycle in Gothenburg, Sweden, one must agree to a six month trial where they will forgo their cars a minimum of three times a week. Many people don't bike because they simply don't feel like it. This solution hopes to change that. Another potential barrier is one of infrastructure, where the city was planned with cars in mind.
This test run involves different demographic cyclists who will hopefully act as positive role models for other Gothenburg citizens.
Free Bike Initiatives
The City of Gothenburg, Sweden is Giving Bikes to Commuters to Drive Less
Trend Themes
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2. Behavior Change Incentives - Potential for businesses to create initiatives that encourage individuals to change their commuting habits through incentives.
3. Infrastructure Adaptation - Demand for businesses specializing in retrofitting cities with bike-friendly infrastructure to support increased cycling.
Industry Implications
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3. Health and Fitness - Demand for businesses offering wellness and fitness programs tailored for commuters transitioning to biking as an alternative mode of transportation.