Search the Sustainable Brands Library

Regenerating Engagement: Assessing Brand Benefits Associated with New York City's Citi Bike Program

Interested in more compelling stories like this one?
Join nearly 2,000 other thought leaders, brand innovators, social engineers, investors, and stakeholders from Levi's, P&G, UPS, Walmart and many more at
SB’15 San Diego.

Citibank’s Elyssa Gray discussed “Banking on Bikes,” the company’s $41M, six-year bike-sharing program in New York City — the largest in North America. Four years after the worst of the financial crisis, the Citi brand was still suffering — Citibike forced the company to go out of its comfort zone and gave the bank a much-needed brand boost with its customers. The goal was to win back 5 percent of its brand health. The results: brand preference has increased by 25 percent, positive impression increased by 8 percent, and brand consideration increased by 41 percent.

  Sign up for SB Newsletters
Get the latest personalized news, tools, and virtual media on a wide range of sustainable business topics in your inbox.


User login



Click a term to initiate a search.

Media Type