Employees would start cycling more often, if employers offer the right incentive

29/10/12

Nesta, the UK's innovation foundation, recently conducted two research studies in tandem - one that reached full and part time employees and one that reached out to human resource decision makers and business leaders, working within organizations which employ a minimum of ten employees.  Employee research has found that a third (33%) of employees would cycle to work more often if there were extra incentives for them to do so. Yet, currently 49% of employees said they usually drive alone, while just 4% routinely cycle.

To encourage more work cyclists and work-based cycling schemes, Nesta is running the Workplace Cycling Challenge. The challenge is open to all employers with ten or more employees and encourages them to submit innovative ideas for getting more of their workforce commuting by bike.

Of those employees who already do cycle to work, the top five reasons for doing so were: to keep fit (58%), save money (49%), health benefits (46%), environmental benefits (27%) and to improve mood (22%). This ties in closely with the academic evidence: cycling to work is good for the environment, health and productivity and therefore good for business.** 

HR decision makers surveyed recognise that more employees cycling to work would benefit their organisation, with almost half (48%) saying that employee cycling would give them healthier employees and lead to fewer sick days, while 49% say it would help towards meeting their environmental targets, including reducing CO2 related emissions. However nearly a quarter (23%) of HR decision makers surveyed believed there wouldn't be a benefit to their organisation if more employees cycled.

Surprisingly, a lack of employee demand was the most commonly perceived barrier, cited by 39% of HR decision makers surveyed, for not setting up a cycle initiative - despite a third of employees saying they would cycle into work if the right incentives were in place.  

The survey reveals that there could be some 'quick wins' or simple measures for businesses keen to encourage more employees to cycle - it also provides an insight into some of the main concerns which need to be addressed. Among those who do not cycle to work, the top reasons were: distance too far (43%), don't own a bike (41%), safety concerns (24%) and weather (19%). All of these concerns could potentially be addressed with a bit of creative thinking or practical support. 

Of those employees who already cycle, the factors most likely to get them cycling more, are: incentives or rewards (48%), safe storage (40%), access to bike maintenance (31%), and shower facilities (29%). A further 14% said they would welcome training sessions (eg. road safety). Interestingly, although incentives and rewards were the most popular with employees who don't cycle to work, only 13% of HR decision makers surveyed said that this was something they currently offer - which could indicate the apparent lack of demand.

Pharmaceutical company, GlaxoSmithKline (GSK), introduced a comprehensive cycling strategy across their business and reduced single car occupancy from 81% to 56% in five years. Their comprehensive strategy includes secure cycle parking, fully equipped shower, changing and drying facilities, and a range of incentives such as 'bike miles' which allow employees to collect financial rewards each time they cycle in.

Sue Pictor, Director, Global Real Estate, GSK says: "Cyclists are the backbone of GSK's travel plan at our head offices in Brentford.  Our facilities and incentives have enabled us to encourage more and more employees to cycle in, having a positive impact on the local road infrastructure, the wellbeing of employees and, of course, the environment."

Geoff Mulgan, Chief Executive of Nesta, says: "Through our Workplace Cycling challenge prize we hope to remove some of the barriers to cycling and get more people on their bikes. Our research shows that many people would be keen to give cycling a go if only the right incentives were put in place and this presents organisations with a huge opportunity to reap all the benefits associated with an active, cycling workforce."

The Workplace Cycling Challenge closes on 12 November 2012. The winner will receive a prize of £25,000. For further information visit www.nesta.org.uk/challengeprizes

Ends

For further information please contact Guy Bilgorri on 020 7438 2611/ guy.bilgorri@nesta.org.uk or Suzi Browne on 020 7438 2606/ suzi.browne@nesta.org.uk

Notes to editors:

The Workplace Cycling Challenge prize is supported by Nesta and the Department for Business Innovation and Skills.

*About the surveys

Human Resources Decision Makers and Business Leaders Survey:

From October 11th to October 17th, 2012, Vision Critical conducted an online survey among 507 randomly selected British adults who are Springboard UK panelists, and are either Human Resources Decision Makers (358 panelists) or Business Leaders (149 panelists), working within a company or organization that employs a minimum of at least ten employees.  'Human Resources Decision Makers' are defined as either decision makers or influencers of personnel / human resources decisions at work.  'Business Leaders' are defined as either C-level Management / Manager at Board or Directorial level or Senior Management / Executive (not at board level), as well as being either decision makers, influencers , or approvers of personnel / human resources decisions at work. 

Employees Survey:

From October 10th to October 12th, 2012, Vision Critical conducted an online survey among 4014 randomly selected British adults who are Springboard UK panelists.  Of those panelists, 2156 were engaged in either full or part-time employment.  Employment is defined as either full-time employment (30 hours or more per week) or part-time employment (8-29 hours per week or fewer than 8 hours per week).  The margin of error-which measures sampling variability-is +/- 2.1%, 19 times out of 20.   The results have been statistically weighted according to the most current education, age, gender and region data to ensure samples representative of the entire adult population of Great Britain.  Discrepancies in or between totals are due to rounding. 

** For additional facts and stats about the benefits of workplace cycling, please see: http://www.nesta.org.uk/library/documents/WorkplacecyclingFactsheet.pdf

About Challenge Prizes

Challenge prizes, also called 'inducement' prizes, offer a reward to whoever can first, or most effectively, meet a defined challenge. They act as an incentive for meeting a specific challenge, rather than an award for past achievements.

Famous examples of challenge prizes include the Ansari X-Prize for manned private spaceflight, the 18th century Longitude Prize to help British navigators, or the 20th century Schneider Trophy for aviation, which inspired the Spitfire.

Offering cash prizes to incentivise breakthrough innovations is a time-honoured practice. Today, the practice of using prizes to stimulate innovation is back. As collaborative and open innovation grows in importance, and as web platforms enable crowdsourcing and collaboration on a massive scale, we are witnessing a revolution in the importance of challenge prizes for innovation. Experiments in spurring innovation with prizes are now taking place around the world, by governments, corporations and charities - tackling both technical and social challenges.

The Centre for Challenge Prizes was launched to bring together the growing expertise and interest in challenge prizes and to help build understanding of how challenge prizes can play an effective and strategic role in the stimulation and support of innovation.

About Nesta

Nesta is the UK's innovation foundation. We help people and organisations bring great ideas to life. We do this by providing investments and grants and mobilising research, networks and skills.

We are an independent charity and our work is enabled by an endowment from the National Lottery.

Nesta Operating Company is a registered charity in England and Wales with a company number 7706036 and charity number 1144091. Registered as a charity in Scotland number SC042833. Registered office: 1 Plough Place, London, EC4A 1DE

www.nesta.org.uk