Building the foundations for sustained culture change
There is an underlying assumption of a continued pattern of vehicle ownership that we need to move away from. Societal behaviours are shifting to where driving alone isn’t the first or easiest, most convenient way to move around. This can be achieved through travel behaviour change initiatives and by engaging with people from all walks of life. Research has shown that promoting recreational cycling can increases the likelihood of a person considering it as an option for travel to work.
Looking at cross-sector benefits will also bring about long term sustained culture changes around how people choose to travel, particularly in cities. Whether it’s to enable the transport sector to work closely with the heath sector to create an environment that enables healthy living or the tourism sector imbedding sustainable travel options within tourism offerings. Change initiatives have a crucial role to play in enabling long term sustained culture change. Too often behaviour change is seen as an add on and not part of the holistic approach to managing the transport system.
Currently behaviour change initiatives struggle to attract funding, not because of a lack of availability, but because it’s very difficult to forecast the change that will be achieved using accepted economic models. This presents a challenge in convincing decision makers of the tangible benefits and the value for money proposition.