Many TDM strategies depend on public awareness and support. For example, a ridesharing program requires that potential users know what ridesharing is, how they can benefit from it, what incentives exist for ridesharing, and how to find rideshare matching services.
Public attitudes can have a major effect on the use of alternative modes.
TDM programs are more effective if user receive positive recognition and encouragement. These are all components of marketing. Informing potential participants about TDM options they can use. Overcoming barriers to the use of alternative modes. Providing encouragement to participants.