Many of the transportation-related challenges facing society today could be addressed by seemingly simple changes in behavior. For example, vehicle trips would be reduced if more people chose to take transit, bicycle, walk, or telework instead of drive. Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. Social marketing is not the same as social media marketing.
While the federal government spends billions on transit projects each year, many regions have poor coordination of services, with some regions having over 21 transit agencies failing to offer integrated schedules, fares and services, while other regions have large swaths that are completely unserved. Many of these inefficiencies are not due to a lack of technology or funding, but to failing of the local funding and governmental structure.