Google Maps

In 2021, Google introduced a feature in Google Maps to help drivers lower their greenhouse gas emissions through their route choices. As a result, between the feature’s launch in October 2021 and December 2022, Google Maps users reduced their greenhouse gas emissions by 1.2 million metric tons using this new option.

Background

Note: To minimize site maintenance costs, all case studies on this site are written in the past tense, even if they are ongoing as is the case with this particular program.

Google had been working to reduce the company’s greenhouse gas emissions and to help its customers make more sustainable choices. In 2021, it introduced a feature in Google Maps to help drivers lower their greenhouse gas emissions through their route choices.

The program focused on drivers who were already using Google Maps.

Getting Informed

Google knew that introducing such a feature in Google Maps could significantly reduce greenhouse gas emissions. A survey of 1,000 drivers in the U.S.A. had shown that 70% of them used Google Maps. It calculated that it had around 118 million users in the USA alone.

Google also knew that when selecting routes many drivers prioritized convenience and speed over fuel efficiency and reducing greenhouse gas emissions. Previous research had uncovered a number of psychological biases and forces that were likely contributors to this situation.

• Inertia: people tend to stick to their habitual routes
• Present Bias: when making decisions, people tend to give stronger weight to travel time (a payoff that is close to the present time) than to environmental benefits (a payoff that is farther in the future)
• Anchoring Bias: people tend to think that routes that reduce greenhouse gas emissions must be less efficient, based on their past experiences
• Lack of awareness: many people are unaware or have a poor understanding of the environmental impacts of their route choices

On the other hand, surveys showed that many people were motivated by saving money on gas and/or being environmentally responsible and countering the threat of climate change.

Delivering the Program

In October 2021, Google Maps began giving users in the U.S.A. a “Saves gas” trip option, which was the most fuel-efficient route to the selected destination. If that route was also the fastest, Google Maps selected and displayed that option by default. Choosing or staying with that route remained voluntary. (Prompts; Vivid, Personalized, Credible, Empowering Communication) 

Google Maps used a machine learning model to predict which route had the lowest carbon footprint, based on traffic, slopes, and other factors. If the user indicated the kind of engine the car had (gas, diesel, hybrid, or electric) the predictions were more accurate.

By 2022, the “Saves gas” option was also available in Canada and over 40 countries in Europe. 

Overcoming Barriers 
(Overcoming Specific Barriers)

Barriers

How they were addressed

·        Inertia: people tend to stick to their habitual routes. ·         Present Bias: when making decisions, people tend to give stronger weight to travel time (a payoff that is close to the present time) than to environmental benefits (a payoff that is farther in the future.) ·       Anchoring Bias: people tend to think that routes that reduce greenhouse gas emissions must be less efficient, based on their past experiences. ·       Lack of awareness: many people are unaware or have a poor understanding of the environmental impacts of their route choices.

If the most fuel/energy-efficient route to the selected destination was also the fastest, Google Maps began showing it by default. It also calculated the associated reductions in greenhouse gas emissions

  

Measuring Achievements

To calculate the reduction in greenhouse gas emissions, Google Maps compared estimated fuel/energy consumption for the fastest route that would been displayed without its eco-friendly routing tool vs estimated consumption for the fuel-efficient routes selected by its users.

Feedback

Google Maps displayed the estimated and actual reductions in distance, time and greenhouse gas emissions.

Results

On average, Google Maps users reduced their greenhouse gas emissions from driving by a relatively small amount – 8.14 kg per year. However, considering the number of users, that represented a large impact. In all, Google Maps users reduced their greenhouse gas emissions by 1.2 million metric tons using this new option between its launch in October 2021 and December 2022.

Notes

• This opened up an entirely new ‘marketing channel’ for reducing the carbon footprint associated with driving.
• Google replicated this feature to its operations in over 40 other countries.
• The same approach could be used with other travel modes – not just driving. In fact, in some cities Google Maps has already started suggesting alternative travel modes - like public transport, walking, or even flying for long trips - when users search for directions to a destination, if the travel times are "comparable and practical." Drivers don’t even see the alternative travel mode if it adds significantly to trip time. But if the alternative travel times are “comparable and practical”, the user sees information on the alternative trips, including any ticket prices and where to make a booking.
• Other companies could integrate a similar feature into their muti-modal trip planning services.
• For more information, see http://www.autoevolution.com/news/google-maps-gets-a-new-generation-feature-some-drivers-won-t-like-it-232538.html