Texting While Driving Is The New Green

For years, America's green movement was perceived as fringe. But over the last several years, and in particular 2008, the issue took off. Suddenly, it was all over the local and national news. Political candidates of both parties were talking about it. People were trying to find out what they could do to be greener.

We were no exception. Here at Taylor, we felt this green groundswell in several ways. To do our part, we instituted an aggressive recycling program and focused on containing energy costs. But we also noticed this change in emphasis in the research we conducted, as clients tried to find ways to identify consumer expectations for companies' green products and green business practices. Earlier this year we established the Green Report Card, a self-funded online study measuring the green brand image of major U.S. corporations.

"Green Is The New Black," some said.

And now, there seems to be a new green: texting while driving.

Texting isn't new, driving isn't new, and texting while driving isn't new. And it doesn't take an advanced mind to realize that typing while operating a motor vehicle probably isn't wise.

But all of a sudden the issue is everywhere. Over the weekend and early this week, several polls on the topic were publicly released and pointed to high levels of texting while driving. Today, a two-day distracted driver summit called by U.S. Transportation Secretary Ray LaHood wrapped up in Washington. It seems every national newspaper has run a story this week on the issue.

And like with the green movement last year, we have noticed the issue turning up more and more often in our work. Clients are interested in the extent and frequency of texting while driving, as well as attitudes people (texters and non-texters) hold toward the practice. They want to know where this issue is heading and what they can do to get out in front of it in the design of their products.

According to Liz Halloran at NPR.com, 18 states and Washington, D.C., now have laws that ban sending or receiving text messages while driving. Six states and D.C. prohibit all drivers from talking on handheld cellphones; 21 states and D.C. bar novice drivers from all cellphone use.

Look for many more states to get in on the act. Halloran also points out that national legislation could limit funds to states that don't ban the practice.

Halloran writes: "The research is in -- and it's been in for a while: The nation's addiction to constant communication has led to a crisis on its roads, where behind-the-wheel texters and cellphone chatters have become the new drunk drivers."

This is only the beginning. Stay tuned.