Behaviour Change: The Missing Link in Sustainable Transport?
23 October 2024
It’s March 2024, and we are gathered together in the historic heart of Venice, surrounded by the breathtaking scenes of a city that has stood the test of time.
Our group, a mix of officials, innovation experts, mobility specialists, and urban planners, has one shared goal: to change how people in Venice choose to move around the city. Armed with sticky notes, walls covered in insights, and a collective passion for a more sustainable future, we explore background research and draw out lessons from years of experience.
The following day, we are joined by an even broader group of stakeholders, including academics and mobility providers, who contribute their unique perspectives, allowing us to tap into the collective wisdom of those who know Venice best.
Our goal: to design an open innovation challenge that will attract innovators from across the globe to shift the travel patterns of Venice’s residents, increasing the use and adoption of low to zero-carbon modes of transport. In short, changing behavior and to make sustainable choices the norm rather than the exception.
Bringing People Along
Through our design process for the Sustainable Cities Challenge Venice, it became evident that infrastructure and new technologies, while fundamentally important, are only part of the equation. We often forget the people themselves—how do we bring them along on the journey to a more sustainable city? How do we ensure they not only have access to low and zero-carbon mobility options but are motivated to use them?
In this blog, we’ll share our key learnings and insights, highlighting what has been done in this space and the opportunity Venice has to offer.
Understanding why and how people make mobility choices
Many factors influence how and when someone travels, such as costs, attitudes, knowledge, social norms, and capability. However, habit stands out as playing a surprisingly dominant role. Once someone has chosen how to travel, they will generally continue to use that same mode of transport each time they make that same journey.
Italy is no exception. According to the 2023 Audimob report on Italian mobility, people tend to stick to familiar transport habits and choices. This often means they miss out on new services and innovations that could offer better, more sustainable alternatives.
Beyond habit, we can consider the different levels of influence on mobility choices: the macro level, is the necessary infrastructure and built environment in place? The meso level, what is the context of your journey? Is it raining? Are you taking your children to school? The micro level, what are your personal preferences and beliefs?
We often need to group people based on similar characteristics to understand the different drivers and trends when thinking about why and how people make mobility choices. Looking at demographic factors, such as gender or socio-economic class, can be tricky. While it may seem efficient, past experiences have shown it can lead to unhelpful stereotypes. A more nuanced approach, like that of the Segment program, which uses a broader range of factors, including habits, attitudes, intentions, and demographic trends, can be more effective as it is more holistic.
Supporting changes in mobility behavior
There is no one-size-fits-all solution. Over the years, various approaches have been developed to change mobility choices. Each comes with its advantages and disadvantages. For them to work, the specific context and needs of individuals and communities must be at the heart of the solution. Here’s a quick look at some of the most common methods we see today.
One approach commonly used by Governments worldwide is targeted behaviour change interventions. These offer a personal roadmap to anyone already motivated to make a change through the provision of tailored advice and information. While effective, their impact often fades once the program ends, and they typically only reach those already inclined to change. Examples include programs like Your Move Perth and Walk in to Work Out.
Incentives, both financial and non-financial, offer rewards like subsidies or recognition to motivate individuals to adopt more sustainable habits. However, if not designed well, these approaches can be unsustainable in the long run (in particular, financial incentives). A great example is the MoveUS project, where citizens earned points that could be used in locally affiliated stores. They found that positive incentives are generally more attractive than negative ones; however, this was only piloted and was not continued or scaled.
Gamification can make sustainable mobility more engaging and fun. The power of competition and play are leveraged to solve real-life challenges. While games are highly engaging and motivating, the novelty can wear off, meaning a need for creativity and constant engagement with people. Play&Go is a great example of a successful gamification campaign that uses contests and prizes to incentivize positive change.
“There is no one-size-fits-all solution. Over the years, various approaches have been developed to change mobility choices.”
Nudging campaign
Nudging is a subtle approach. There are no direct rewards or personal coaching. Nudges guide people toward better choices, in most cases, without them realizing it. This could involve something as simple as making public transport options more visible. However, nudging approaches are not suitable for all types of behaviour change; for example, when there are prevailing negative attitudes towards a behaviour a nudge would be less effective. A great example of a successful nudging campaign was the REACTIVITY programme, which used a combination of nudging and incentives and boasted an impressive 80% retention rate.
In the past, there has been a tendency for many behaviour change approaches to lack longevity in both financial sustainability and continued impact. Innovators across the globe are now bucking this trend, creating new, adapted, and combined solutions that are viable and can grow and scale.
