Bike-sharing services such as Citi Bike in New York City are making inroads in many cities across the U.S. as a convenient, flexible and more affordable mode of transportation. Yet growth of these services is being stilted by their inability thus far to gain wide appeal among a key market segment: women.
The New York Times detailed some of the challenges Citi Bike is having in attracting more women in an article in its July 8, 2015, edition. The article noted that women take about a quarter of all Citi Bike trips and represent just under one third of its members. City Bike officials maintain that its share of women riders is higher than the rate of female cyclists in NYC in general—21% according to a Hunter College study.
The main concern keeping more women from pedaling their way across New York City is safety, especially in bustling midtown Manhattan. Other issues frequently cited by women according to the article include not being able to bike with young children; a too-high cost for the services; and worries about appearance and hygiene—arriving at work sweaty is not something most women want to do.
How does Citi Bike and other bike-sharing services attract more women riders? They do what the leaders of virtually every transportation project do—launch an effective, proactive and comprehensive outreach program that communicates the benefits of the service, encourage engagement of stakeholders (in this case, women) by inviting and responding to feedback, address stakeholders’ concerns, and communicate what’s being done to mitigate those concerns.
Recognizing that attracting more women is vital to continued growth, Citi Bike has already taken steps to reach out to this key market segment. The service is expanding further into Brooklyn and into Long Island City, Queens—less traffic-dense areas which women may perceive as safer for bike riding. In June, the company debuted a bike with a lighter, new design featuring a different seat and kickstand that may have broader appeal among women. Citi Bike is also leveraging print and social media venues frequently visited by women to portray Citi Bike as a ‘stylish’ service used by NYC celebrities.
As leaders of every transportation initiative know, an effective outreach program that increases stakeholder engagement and creates consensus and support is key to the project’s success.
