Dutch Rule of Seven

 

Marketers think of the Rule of Seven as being that it requires seven encounters with a  brand  before a consumer makes a purchase.  The Dutch “Rule of Seven” applies to urban planning.  I wish that I could attribute this “Rule of Seven” but  I am unable to recall on which bicycling VLOG I heard it.   Nor could the source be found doing internet searches, but it seems that the principle holds. Nonetheless…

The Netherlands is a small, densely populated country which has a highly efficient public transit system.  Still, the Dutch are also known for their cycling culture—not just as a sport but as a multi-modal transportation option.  Bicycling is the second most common mode of transportation, with 36% of the population using it every day.

Per the “Rule of Seven”, if a destination is more than seven kilometers  (roughly 4.35 miles) away, the Dutch will consider taking a train, bus or maybe a car.  However, if it is within a radius of seven kilometers away, bicycling makes sense.

This is a marked contrast to America, which generally considers bicycling as a sport.  And generally, our instinct for making short trips is with a car, as humorously depicted by Steve Martin in L.A. Story (1991).

This is a pity as 48% of all trips taken in America are less than three miles.  Even on a standard bike, most of these trips could be completed within 15 minutes.  

But with the costs and hassles associated with driving, particularly in urban cores, it is thought that the advent of e-bikes and mico-mobility might slightly change that auto inclination. 

Personally, I find that the “Rule of Seven” hits close to home.  While I enjoy walking and have a quick gate, if a trip is more than 3.5 miles away, I will look for other options.  This is especially true depending upon the weather (and whether or not I can freshen up after the trip).   This is where e-bikes, bike rentals and scooters come into play.  For a journey that is within the Dutch “Rule of Seven”, these micro-mobility options are ideal.