The ecodriver-project.eu study “A study on perceived usefulness of eco-driving assistant systems in Europe” released this week show there is a great deal of interest in eco-driving, good deal of belief that the benefits are real, but no interest in paying for this kind of technology/service.
While this has been our experience with a consumer-based product (like our FuelClinic), there is considerably more interest from fleets interested in incorporating similar programs into their larger operations, since the cost saving benefits are multiplied well above what your average motorist would see (in addition to the safety and collision reduction side-effects of conservative eco-driving).
So what’s the most effective way to change the behavior of motoring public at little or no cost? How about a piece of duct tape over the fuel gauge?
While Eco-Drive Chicago offers a variety of environmental benefits for the City of Chicago, perhaps the most compelling reason to adopt the program is based in economics. Recent studies have shown that eco-driving practices can lead to a sustained improvement in fuel efficiency of 25%, with short-term improvements reaching as high as 50%. Given that the fuel budget for the City of Chicago’s Department of Fleet and Facility Management is $25.7 million, fuel efficiency improvements of a more modest 15% would amount to $3.86 million dollars in fuel savings annually (if all fleet vehicles drivers were trained). These savings could increase dramatically if the price of fuel rises in the years to come.
While point estimates are not yet available, eco-driving training may also result in reductions in fleet maintenance costs, insurance premiums, and accident liability deductibles, as well the recapture of otherwise productive work time that is now spent refueling vehicles. On the whole, Eco-Drive Chicago: Saving Millions, Reducing Emissions 2 implementing eco-driving training programs will result in significant and sustainable net fiscal savings for the City of Chicago.
Download the new eco-driving infographic from the eco-driving experts at Ford.
Fuelishness! Feed: 1,418 Miles Between Fill-ups; VW’s Eco-Driving Program; Waste up to 45%; Drivers, not cars, to blame; Bio-fuels 10 years after 9/11
It’s been a little while since I’ve posted a Fuelishness! Feed, so this one is overdue. Eco-driving seems to be creeping into the wider American consciousness. Now it’s less about global warming, more about saving money. Here are some of the best stories of the past week or so:
- 1,418 Miles on a Single Tank of Gas, Avg 64MPG – Throughout their journey, in a standard-issue 2011 Kia Optima Hybrid, the drivers averaged 64.55 mpg, and 1,418 miles on the road before having to refill the tank…Taking the recommended approach can net the driver a 45% savings in gas over the course of a year, no matter what vehicle we’re talking about.
- A day at the Volkswagen Eco Driving Programme – Even though I was already a light-footed driver, I still learned a thing or two that will help me save more fuel. The computer that measured our driving really captured all kinds of mindbogglingly useful data which could be graphed and charted.
- Your choices can cut gas cost up to 45% – Less aggressive and slower driving can save up to 30%, so pick your times to let it out. Don’t be perpetually impatient, particularly when it’s not really saving any time and is really costing you gas.
- Cars Don’t Waste Fuel. Drivers Waste Fuel — Researchers at the University of California, Riverside’s Center for Environmental Research and Technology (CERT) are developing a new way of boosting fuel efficiency by as much as 30 percent without changing a car’s powertrain at all.
- Using biofuels to reduce American dependance on foreign oil — 9/11 refocused attention on energy security. It has remained one of the three foundations of US energy policy in the decade thereafter, the others being economic competitiveness and reduction of greenhouse gas emissions. The influence of each changes over time but the three are linked inextricably.
There’s one narrative that still needs telling – the connection between safe and efficient drivers. More on that later…
Source: Baltimore Examiner
The I-95 Corridor Coalition is promoting ECO-DRIVING – economically and environmentally beneficial tips that will save both gas and money while helping to protect the environment. That’s a win-win-win situation!
In the 2011-world, everyone’s in a big hurry. The more hurried we go, the more gas we burn; the more emissions our cars emit; and the more money we spend to refill the gas tank. Perhaps it is time to take a serious look at how we drive!
Actually this lesson was promoted during the gas-crunch in the late 1970s. IF we drive just 55 mph, we save gas and money! That lesson is still true today.
It will be interesting to see the results of the recent air-quality testing done by NASA over the I-95 corridor. NASA conducted a series of low-altitude flying over sections of the I-95 roadways to evaluate the vehicle emissions as well as industrial pollution that is damaging the air quality in Maryland. These testing flights were conducted in early July 2011.
Read the rest.
Taxi drivers are notorious for being independent thinkers and more than a little opinionated, but now a new study is seeking to harness those qualities and turn cabbies into fuel efficiency ambassadors, even floating the idea of financial incentives to those who promote green policies to their passengers.
A study being published this week by the Royal Society for the Encouragement of Arts, Manufactures and Commerce (RSA) is to act as the centrepiece of Shell’s Smarter Cab Drivers project, which is designed to encourage the widespread and long-term adoption of eco-driving across the UK.
Source: Smart Blog
While American cities are synchronizing green lights to improve traffic flow and offering apps to help drivers find parking, many European cities are doing the opposite: creating environments openly hostile to cars. The methods vary, but the mission is clear — to make car use expensive and just plain miserable enough to tilt drivers toward more environmentally friendly modes of transportation.
Cities including Vienna to Munich and Copenhagen have closed vast swaths of streets to car traffic. Barcelona and Paris have had car lanes eroded by popular bike-sharing programs. Drivers in London and Stockholm pay hefty congestion charges just for entering the heart of the city. And over the past two years, dozens of German cities have joined a national network of “environmental zones” where only cars with low carbon dioxide emissions may enter.
Likeminded cities welcome new shopping malls and apartment buildings but severely restrict the allowable number of parking spaces. On-street parking is vanishing. In recent years, even former car capitals like Munich have evolved into “walkers’ paradises,” said Lee Schipper, a senior research engineer at Stanford University who specializes in sustainable transportation.
Read the full article at http://www.nytimes.com/2011/06/27/science/earth/27traffic.html
Hypermiling is a more extreme form of eco-driving, where the goal is to reduce fuel consumption to the lowest amount possible. Sometimes hypermilers make modifications to more than just their driving habits to accomplish their goals, they modify their cars aerodynamics, re-chip their vehicle computers, or use a variety of add-on technologies or fuel additives to help squeeze every yard from a gallon of fuel.
Sometimes hypermilers have been criticized for advocating certain techniques that do save fuel but may be illegal and dangerous – like rolling through stop-signs, or drafting large trucks. Most hypermilers do not engage in these kinds of techniques, realizing the cost of a ticket or accident is far costlier than any savings in fuel.
Eco-driving is distinct in that drivers do not generally make modifications to their vehicles, and abide by all of the “normal” rules of the road. Both techniques share many similar traits where drivers achieve a high degree of awareness of traffic patterns and timing of lights, as well as efficient acceleration with limited stopping. But hypermiling is generally considered the more extreme of the two, while eco-diving is more of an “every-mans” method for improving fuel mileage.
So, back to safety.
Several private fleet studies show that drivers with generally better fuel mileage rating are also among the safest drivers in large fleets. These same studies show that drivers who have the highest number preventable “incidents” are also drivers with the poorest fuel mileage scores. Most of these studies are done in larger commercial fleets that are understandably reticent to discuss actual accident rates publicly.
So there is a connection between fuel efficiency and safety. According to the current discussion at EcoModder, the same correlation appears to apply to those hypermilers who have commented so far.
What do you think?
Between 2009 and 2010 we ran a poll on the homepage of FuelClinic.com asking for feedback as to “what motivated you to become interested in eco-driving”. Tonight while going through some materials on my mess of folders on my hard-drive, I found the chart I created of the results. Thing is that I don’t think I’ve posted it previously. (A quick google of the site didn’t turn it up either.) So I’ll post it now.
The results: “Saving Money” was the response of nearly 58% of the 919 respondents, followed by “Reducing Foreign Oil Imports” at nearly 25%, leaving roughly 16% of respondents indicating that “Reducing CO2 Emissions” was their prime motivator.
Eco-driving is a great way to save money, it’s free and easy to do, works in any vehicle – no matter the fuel source, and there are some excellent online training courses becoming available online and at some driving schools. (I know of several courses currently in development, and will blog about them when they are online.)
But what’s also interesting is the strong desire among people who took the poll to reduce foreign oil imports – even above “saving money”.
Most of the time eco-driving is discussed it is in the context of being “good for the environment”, and surely it is. No matter what side of the climate change argument you park your car on, judging from this dataset you’d have to acknowledge that many eco-driving initiatives may be missing the mark by painting it solely as an environmental issue.
Eco-driving has demonstrated significant results in improving driver safety, reducing fuel consumption, reducing emissions and pollution for those drivers who practice the techniques as part of their normal driving. Fleets with eco-driving programs have demonstrated considerable cost savings and improvements in safety thanks to the sheer size and organization of fleet management. But I still do not believe that eco-driving has had any impact on reducing oil imports or reducing the cost of fuel – simply because it hasn’t been used widely enough. We need to convince a significant portion of the driving public that it’s in their interest to make these simple changes.
I think that painting eco-driving with a singular “green” brush may actually be working against the ultimate goals of eco-driving interests, and turn-off a vast percentage of the motoring public who might otherwise give it a try. It’s this arguing between political and social “camps” that keeps the status-quo in place instead of allowing good ideas to be recognized as good ideas. It’s also clear that eco-driving appeals to a wider audience than the “green” camp, and the signal sent in these alternate directions needs to be amplified and repeated.
One estimate I read recently (will link to source if I can find it again) put the realistic potential savings at about $800/yr per eco-driving daily commuter. That’s at least a car payment, maybe a mortgage payment in some parts, but is it “enough” to convince your average motorist that it’s “worth it”? I don’t know. With all of the bad news about the rising cost of gas and oil – some experts expect $5 gas in 2011 or 2012 – it’s likely more people will seek out ways they can reduce the amount of fuel they use.
I’ve been rambling a bit, so I’ll turn it over to whoever is interested enough to tell us what you think.
A five-month ‘eco-driving’ trial involving 5,700 drivers achieved an average fuel saving of 6%, Fiat reported in November.
The most improved tenth of drivers in the trial, covering five EU nations including the UK, reduced fuel use by 16% on average.
Drivers were given a USB ‘memory stick’ which plugged into cars to record data on acceleration, gear changes, average speed and deceleration. Data was then analysed by Fiat’s ecoDrive software on home computers and tailored advice given on how to improve driving to cut fuel consumption and emissions.
The UK’s Committee on Climate Change and the now-abolished Commission for Integrated Transport have advocated eco-driving as one of the most cost-effective ways to reduce transport CO2 emissions.
Our own eco-driving results are not too far off – with an average 5.03% improvement from our 3,500+ members of FuelClinic.com, as measured over the last two years.
Motorists who also use the FuelClinic-Configured Car-Chip as an in-vehicle eco-driving coach see even better results. When properly configured to warn drivers of inefficient driving like excessive acceleration, inefficient top-speed, and aggressive driving, the device provides important immediate reminders about driving behavior to drivers.
Immediate in-car feedback is important to maximize returns on eco-driving training and programs, but must be done in a manner that is not distracting to the driver. Simple audible feedback is the form of “warning beeps” reminds the driver that their current action is “missing the mark” set for their eco-driving goals.
The full FIAT Eco:Drive Report is available for download. It is an excellent study, and I have been studying it for a few days now. I will add it to our “Research Library” shortly. In the mean time, you can download it from FIAT.
Congratulations to Kevin Luljack – he’s the winner of the 1st $50 FuelClinic.com Eco-Driver Stimulus Package fuel card for posting his comment on the FuelClinic Facebook wall. Another winner will be chosen next Sunday, so post your thoughts on our Facebook wall and ask your friends to “Like” your post.
I’m reminded daily by users of the site about the positive impact FuelClinic.com has had in their lives. I’m thankful for each one of you who has contributed your attention, ideas, time, and data.
We’re always looking for new ways to attract more people to the website, and to an idea so simple and effective that’s it’s helping thousands of people save hundreds of dollars, and lead safer and more enjoyable lives.
We’ve come up with a simple awareness-building idea… we want you to post your eco-driving story on our Facebook wall, and we will select one person each week in the month of December to receive a $50 “Eco-Driver Stimulus Package” gift card that can be used to buy gasoline, or anything else wherever a Visa card is accepted.
Tell us what you think of eco-driving, how it has worked out for you, and what you hope to achieve with it.
From: Road Safe America — November 28, the Sunday after Thanksgiving, will be the busiest traffic day of the year. Do what you can to be safe – get plenty of rest, stay alert, buckle up, put away the hand-held devices, and slow down.
Be extra careful around big trucks – leave them plenty of room because they cannot see, maneuver, or stop as easily as you can.
Visit our website, www.roadsafeamerica.org, for more safety tips.
A nice surprise in my morning Google Alerts on Friday, as FuelClinic is included in an article about 5 Veteran-Owned green businesses at Ecopreneurist.
Veteran’s Day usually involves lots of flag-waving, parades, and expressions of gratitude for military service… all well-deserved by those who dedicate a portion of their lives to the armed forces. We tend to focus on the concepts of national security and defense in these celebrations… but, equally as important, is the spirit of serving the greater good that these men and women often carry with them after separating from active duty…
Georgia Southern University took a step in the green direction last month as its Center for Sustainability rolled out a “Get Pumped” Tire Inflation campaign. The Center teamed up with more than 80 student volunteers who informed ~400 drivers about the benefits of checking their car tire pressure each month. Volunteers also showed them where to find their vehicle’s recommended tire pressure in the driver’s door jamb, taught them how to use a tire gauge, and gave them a window sticker to remind them of the proper tire pressure and the date to check their tires each month. If vehicle tires were low, volunteers filled them up.
Student volunteers enjoyed the opportunity. Volunteer Jade McKibben commented “I really feel that I informed a lot of people who will spread the word about the CO2 emissions and the pros of simply maintaining the recommended tire pressure.” Drivers appreciated the free service, received unexpectedly as they went to their work out at the campus Recreation Activities Center (RAC).
Southside Service Center generously trained student volunteers and K’bob Kelly’s, Sugar Magnolia, and Gnat’s Landing provided gift certificates for the volunteers who educated the most drivers. Campus Recreation and Intramurals, Physical Plant, Parking and Transportation, Marketing all helped to make this event a great success.
For those interested in learning more about how to save fuel, visit fuelclinic.com for helpful tips and an online method to track your car’s fuel efficiency. Join the Center for Sustainability’s facebook group http://www.facebook.com/group.php?gid=142698357289 or find our website at http://cost.georgiasouthern.edu/sustainability/ for updates on sustainability events on campus and in the community.
Just a quick announcement – it’s been a while – but I wanted to congratulate our users who have logged over ten million miles of real-world driving data in the first version of FuelClinic.com – a site dedicated to helping motorists save money and reduce their fuel consumption. Together we’ve saved over $65,000 dollars and cut 450,000 lbs. of CO2 emissions. Awesome work!
A few days ago I asked “The Big Oil Spill: Is it enough to change consumer behavior?” At the time most of the evidence of the scope of this disaster was still well hidden. Now it’s reaching a point where it can no longer be hidden, it’s rolling up on beaches everywhere, along with dead fish and birds.
People are taking photos, and sharing them online on pages like “Boycott BP” at Facebook (now with over 710,000 members). I took two images from one photographer (with permission to redistribute freely), cropped one to make the waterline match the other, and made this simple before-and-after .gif animation.
Photos courtesy of Diana Serden Stephens via Facebook – used with permission.
(If the animation isn’t working for you, click on the image to see it.)
So what do you say? Enough yet to convince you to try and reduce your oil consumption 10% to 20% by changing a few simple driving habits? It’s free.
More information here:
Add your comments below, or at our Facebook page (click “Like” it once you get there).
I can assure you one thing about eco-driving – that it DOES work. Eco-driving is the only sure-fire way you can reduce your fuel consumption without altering your lifestyle (aka: stop driving, ride a bike, ride the bus, etc) or buying a more fuel efficient vehicle. And if you had the means to buy a more efficient vehicle, or even a hybrid, eco-driving will help you go further on less fuel in that car too. It works on any vehicle, and it works immediately – it will only require that you pay attention to your driving, and you relax.
Learn more about eco-driving here:
Goal: 500 new fans on the FuelClinic Facebook page by the end of May.
We’d like to grow our eco-driving community on Facebook, a place where drivers can socialize a little more than they can on FuelClinic right now. It’s also a great way for us to stay in touch, we repost most (of the good) Fuelishness! blog entries there, and add some content not found anywhere else – and Fans can post comments to our wall, etc…
It’s easier than ever to become a fan, you can just click the “Like” button on the Facebook box on the top-right side of each blog page, or searching for “FuelClinic” from the search box on Facebook.
Despite the ongoing debate on climate change, drivers across the world agree that fuel efficiency is the wave of the future. Car manufacturers are touting their eco principles and how their models will save you dollars at the pump. Meanwhile, governments are also requiring more transparency when it comes to green car ratings. In 2008, Australia began requiring stickers on all new cars that display their fuel consumption and CO2 emissions.
However, fuel efficiency isn’t all about the car – some of it has to do with the way you drive. In an effort to call attention to fuel efficient driving habits, Peugeot automobiles in Europe is sponsoring a revolutionary eco-driving competition, The Peugeot Eco Cup, to promote awareness of how your driving style can impact fuel efficiency.
The Peugeot Eco Cup is a competition, for those with a new or used Peugeot, to showcase their eco-driving skills. Competitors from 18 countries will drive the 400 kilometres between Paris and Geneva (the same distance as driving from Perth to the port city of Albany) on as little diesel fuel as possible. The drive must be completed within 36 hours and the route includes a number of key cites that are symbolic to the Peugeot brand.
Each country will have a team that includes drivers for each of the four fuel efficient diesel models in the Peugeot line. The aim will be for competitors to make the trip burning as little fuel as possible by employing whatever “eco-driving” strategies they can.
While you might not be signed up to the Eco Cup Challenge, you can get your hands on one of the hot fuel efficient diesel models at a Sydney Peugeot dealer. There are also a number of driving strategies that you can take away to help improve the fuel efficiency of vehicle. Sensible eco-driving can make a difference to the environment and to your hip pocket.
Consider these fuel saving driving tips:
Pump up - Ensure your car’s tyres are inflated properly, inspecting them at least every two months. Underinflated tyres can decrease fuel efficiency by over 3%, and reduce their tread life, requiring them to be replaced sooner.
Switch Off - Turn off the air conditioning, especially when driving in the city. Air conditioning and other electronics consume energy which increases the need for fuel. This can decrease your vehicle’s fuel efficiency by as much as 25%.
Don’t Idle - If you stop for more than 20-30 seconds, turn off the engine. Restarting your engine actually consumes less fuel than idling for long periods of time.
Slow Down - Drive the speed limit, especially on highways. Driving faster will increase your engine’s RPMs which uses up more fuel – slowing down by 10 kilometres per hour can reduce petrol consumption by as much as 10%.
Steady on - Maintain a constant speed and avoid frequent braking and acceleration as this increases the fuel consumption of your vehicle. If your car has a speed regulator or cruise control, use it to maintain a constant speed. When slowing down, use engine stopping instead of applying the brakes to stretch your take even further.
The Eco Cup Challenge starts in Paris on 4 March 2010.
Our little eco-driving community here at FuelClinic.com continues to grow.
Today we crossed the seven-million-mile mark of real-world fuel data based from members of our free non-commercial version of the site. There have been over 31,000 receipts entered into our database, documenting the real-world fuel efficiency of nearly 4,000 vehicles. We have been averaging ~500 new receipts a week for the past few months.
As a group we’ve purchased over 310,000 gallons of fuel (US gallon equivalent) spending over $882,000 (US dollar equivalent) last year. At the same time – as a group – we’ve managed to IMPROVE our MPG a modest 5.38% – saving over $47,000 simply by tracking our fuel mileage and (hopefully) taking advantage of the efficient driving tips.
My goals for 2010 include providing better, more compelling online training materials that will help us bring that 5.38% efficiency improvement up closer to 10% or more. I will be looking for help, using my new connections through the fantastic UCF Business Incubator Program to find talented people that can help me pull this off.
The FuelClinic Dashboard will start looking a little different in the next few weeks as I slowly roll out some template changes. The tools will remain familiar and simple to use, but room will be added to provide driving tips directly in the dashboard, as well as other important information now spread around and hidden in the blog (unless you are searching for it) like our free reminder magnet offer.
Shortly we will begin creating “eco-driver communities” that you can choose to join – so you can track your progress along with others in your same community, and challenge other communities to improve their fuel efficiency for some good natured competition.
I’ll be adding a document library. Over the years I have amassed a large collection of studies, reports, documents, press clippings, and other materials that will be added to the members area – behind that “Research Area” link at the top that has remained inactive too long. There will also be simple report tools you can use to “dig” into aggregate data in the FuelClinic database, looking for trends related to site usage, community totals and standings, and other goodies.
Members will also have to option to sign-up for bi-weekly “performance reports” that will be emailed to you automatically once every two weeks, covering your stats for the last two weeks, grading your progress, and providing additional tips for improving your fuel mileage.
There are always “more plans” for this platform, but they’ll remain “in the bag” for now. I appreciate the time each of you has taken to manually input your fuel receipts to build this data set.
In Europe, eco-driving is fairly popular as a means to save money and reduce emissions. Fuel costs are much higher than here in the US – fuel is heavily taxed and the per-gallon cost equivalent is $6 to $8 per gallon.
In Europe fuel is usually sold by the Liter and the standard of fuel economy is “Liters per 100 kilometers”, or “L/100km”. It’s an opposite system from of our MPG rating – where a higher MPG (“more miles per gallon”) is better, in Europe the opposite is true – the fewer liters per 100 kilometers (“L/100KM”) the better… so the lower the fuel economy rating you’ll hear in this video, the better.
The EU has decided to partner with Europia, an energy-giant in the EU, to continue to make motorists aware of the benefits of using eco-driving techniques.
We invite all motorists to start using FuelClinic.com to track their mileage using our easy online tools. FuelClinic is built to accommodate a variety of standards of measure, including MPG and L/100km, and a variety of currencies and other local preferences.
Dublin City Council, in partnership with Codema, Dublin’s sustainable energy agency, is asking all drivers to reduce their carbon footprint by three per cent. This eco-friendly driving campaign is part of the MINUS 3% project, which aims to reduce Dublin City Council’s energy use by 33 per cent by 2020.
Dublin City Council has more than 900 vehicles on the streets of Dublin every day. Nearly all of these vehicles are diesel engines that are serviced regularly to keep them in tip-top condition. While all of these vehicles are needed to do the work of the Council, they create a lot of carbon emissions. However, good driving habits that incorporate smooth and safe driving techniques help to reduce these emissions while also delivering benefits in terms of road safety and savings in fuel consumption.
With the help of our professional drivers, adopting more eco-friendly driving habits will save 280 tonnes of carbon dioxide. This is the equivalent to 74,000 litres of fuel or €90,000, based on current fuel prices.
Dublin City Council is also running Occupational Driving Training Courses for all our drivers which include the principles of eco-friendly driving. This part of the course passes on tips to our drivers as to how to use their vehicles as efficiently as possible and we know that we can depend on our drivers to achieve the target of a 3 per cent reduction in our carbon footprint. You may also have noticed the eco-driving posters in your depots to further reinforce the messages of this campaign.
I’ve encouraged the Dublin City Council to utilize our free FuelClinic.com software presently available online to help them measure the success with this program.
Today we are very pleased to announce FuelClinic.com membership in the Cities for Mobility network, created and coordinated by the city of Stuttgart, Germany to promote sustainable and efficient transport systems in the member cities.
“Cities for Mobility” is a global network on all questions regarding urban mobility. The network is coordinated by the City of Stuttgart and promotes transnational cooperation between local governments, transportation companies, businesses, science and the civil society, with the aim of supporting the development of sustainable and efficient transport systems in the member cities.
“We want to warmly welcome FuelClinic.com as new member in the world wide network Cities for Mobility. The Coordination Office is more than delighted by your decision to join our network and we look forward to a fruitful cooperation with [you]“, wrote Isabelle Kübler from the office of Coordinator Network Cities for Mobility.
FuelClinic.com will provide member cities the ability to invigorate and measure their eco-driving and driver behavior improvement programs with free web-based eco-driving training materials, a voluntary web-based driver-efficiency analysis and reporting system, and increasing levels of technology support for promoting and measuring eco-driving behavior within their cities and communities.
FuelClinic.com was nominated for membership in this network by existing member Projeto Melhorar, a Brazilian-based initiative to create sustainable transportation systems in South America’s largest country.
John Gerzema says there’s an upside to the recent financial crisis — the opportunity for positive change. Speaking at TEDxKC, he identifies four major cultural shifts driving new consumer behavior and shows how businesses are evolving to connect with thoughtful spending.
13 trillion dollars in wealth has evaporated over the course of the last two years. We’ve questioned the future of capitalism. We’ve questioned the financial industry. We’ve looked at our government oversight. We’ve questioned where we’re going. And yet, at the same time, this very well may be a seminal moment in American history, an opportunity for the consumer to actually take control and guide us to a new trajectory in America.