behaviour CHANGE

Although we all like to think we have choices, in practice, most of our behaviour is based on habit and heuristics, and is constrained by external factors such as where we live, what our family situation is and our work. To influence behaviour requires understanding the way actual choices are made and the constraints on them. With this information appropriate measures, or 'nudges', can be developed to maximise the impact of a programme. 

​These measures can be 'hard' such as new infrastructure, 'soft' such as messaging, or financial such as a discount, with the appropriate mix depending on the specific situation. 
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The process of influencing behaviour
CASE STUDY: Travel Behaviour Change - What the evidence tells us (2020-2021)
This study involved an extensive review of evidence concerning behaviour change in the transport sector, focussing on projects aimed at increasing walking and cycling. The research was supported by Dr Tom Cohen of the University of Westminster. The findings were summarised in a practical guide to behaviour change: “How to get people to walk and cycle more”.  
The literature review was undertaken using a Behavioural Science lens which revealed the barriers to change along with the Behavioural Effects utilised by successful projects. 
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