It’s fairly common in business, psychology and elsewhere to incentivize the type of behavior one desires. Within the beverage industry, sales and marketing departments rely on numerous incentive programs, both internally with staff and externally with retailers. However, only a small fraction of the fleets I have contact with have any type of incentive programs for their drivers.

Among fleets with driver incentive programs, the majority are focused on safety alone, with just a few addressing fuel economy or other direct operational costs.