I work in the City of London. By any standard, my colleagues and I are well
paid. Our most junior fee-earning staff,
doing their “articles”, start above the national average salary. Over 100 of our partners are paid in seven
figures.
I do part of my daily commute by bicycle. Judging by the number of empty spaces (ie not
many) in our secure cycle parking facilities, which have a capacity of about
420 bikes, (and which are regularly cleared of “bed blockers”) about 6% of our
7,000 or so staff in London cycle to work – and that doesn’t include the
unquantified numbers who, like me, use a folder and tuck it under our
desks. 6% is clearly well above the
national average and is probably above the average for the City of London but
it is not significantly so. The old,
2002 planning standard for cycle parking in City office buildings was one space
for 250 square metres of usable floor space, which for most City concerns
translates into one space for about 20-25 staff. The new 2012 standard in the Local
Development Framework will be one for 125 square metres.
Our cycling population goes right across the spectrum of
seniority, with young trainees pedalling in from Camberwell and senior partners
from Highgate or Kensington. My ultimate
boss, head of tax at our firm, one of those 100, comes in on his Pinarello
racer. This also is typical – senior
partners in some of the City’s “magic circle” of law firms are also cycle
commuters.
Why do they cycle?
Well, it is not because they can’t afford a car, that’s for sure. In most cases it won’t be because they are
serving a driving ban either. I doubt
many of them do so out of particular concern for the environment – they merrily
hop on planes to the US or far east for what often strike me as quite trivial
reasons, and one or two of those senior cyclists also own Jags or Ferraris.
Convenience is an important factor of course. And speed, compared with public transport, or
even a taxi as many at the top end will choose daily. Shoehorning some exercise into a very busy
lifestyle which doesn’t provide much time for visits to the gym is also an
important factor.
Whatever. The fact is
that a considerable number of rich, or affluent, top professionals use a
bicycle entirely out of free choice. The
fact that most of these are men aged 25-50 can’t be ignored, but in general
terms you’d have to assume that a large part of the general population would aspire to be like them.
Tony Blair, and Margaret Thatcher before him, built their
political careers, very successful ones too, whatever you may think of them,
around the aspirations of the middle-
and skilled working-classes. Thatcher
largely through extending home ownership (now that’s a laugh!) Blair through his “Mondeo Man”, ie the
car-owning democracy.
The great ad-man of the mid 20th century, David
Ogilvy, is sometimes credited with the old marketing advice “sell the sizzle,
not the steak”. Very few cars are sold
on the basis of speed or acceleration, or even practical considerations like
boot space or extra seats for the school run.
Even fuel economy is more of a footnote to the ads. No, cars are sold on dreams of glamour, of
being like the beautiful people, of the freedom of the open road (the Riviera
Corniche at 4am on midsummer’s Sunday, the bridge at Kylesku in Sutherland,
mere miles south of Cape Wrath).
Impossible dreams, but aspirational.
Bicycles on the other hand are seen by many as something for
people without enough money in the bank, or too many points on their licence. They can even have more negative
associations, as Dave Horton’s excellent series of “CyclingStruggles” illustrates – in poor communities, the bicycle may be seen as
the escape vehicle of choice for drug pushers.
Can cycling be aspirational?
Can a bicycle become an aspirational purchase? I don’t count all those sales of racers
immediately after watching Bradley Wiggins cross the finishing line. If that is aspiration, it is of a different
kind, as it requires serious effort and most of the aspirers will give up quite
quickly once they realise that. (Or
after they realise that the cheap bicycle-shaped object they bought is too
horrible to ride). Aspiring to a car on
the other hand is easy-peasy – part of the sell, alongside all the glamour, is
that it relieves you of all effort.
Presumably the big bicycle manufacturers like Specialized or
Giant are content with their marketing strategies. After all, bicycles are sold by the million
every year, even if most end up gathering dust in a shed and eventually make
their way to the dump. But I can’t help
thinking that selling mid-priced but quality practical bicycles – Pashley
springs to mind – off the back of that smell of success, in the City but also
in the Media and any number of other professions, and with the glamour of a
Kelly Brook or a Vicky Pendleton, might get more people not only to buy
sensible bikes, but also to use them.
Then all we have to do is sort out the roads they will have
to cycle on!
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