Thu, 3 February 2022

6:30 pm - 7:30 pm GMT

Are We Nearly There Yet? Inventing the Future of Transport

Rory Sutherland and Pete Dyson

Join Logo

People are not cargo. Join Ogilvy’s behavioural science superstars Rory Sutherland and Pete Dyson for a vision of the future of transport to makes travel not a torment but a genuine joy.

Engineers plan transport systems, people use them. But the ways in which an engineer measures success – speed, journey time, efficiency – are often not the way that passengers think about a good trip. We choose how and when to travel, influenced not only by speed and time but by habit, status, comfort, variety – and many other factors that engineering equations don’t capture at all.

As we near the practical, physical limits of speed, capacity and punctuality, the greatest hope for a brighter future lies in adapting transport to more human wants and needs. Ogilvy behavioural science legend Rory Sutherland and Department of Transport Principal Behavioural Scientist Pete Dyson join us to reveal a new way forward.

Behavioural science has immense potential to improve the design of roads, railways, planes and pavements – as well as the ways in which we use them – but only when we embrace the messier reality of transport for humans.

You can access this event and many more by subscribing to How To +. The first month is £9.99 + VAT, thereafter £17.50 + VAT a month.

Already subscribed to How To + ?
Please Log in here

Join how to +

Rory Sutherland

Vice chairman of Ogilvy UK

Rory Sutherland is the vice chairman of Ogilvy UK and the co-founder of its Behavioural Science Practice. He is author of Alchemy: The Surprising Power of Ideas that Don’t Make Sense, writes the Spectator’s Wiki Man column, presents several series for Radio 4, serves on the advisory board of the Evolution Institute and is former president of the Institute of Practitioners in Advertising. His TED talks have been viewed more than 7 million times.

Pete Dyson

Principal Behavioural Scientist, Department for Transport

Pete Dyson joined Ogilvy’s Behavioural Science Practice in 2013 and in 2020 he was seconded to the UK Department for Transport as Principal Behavioural Scientist, tasked with the COVID-19 response, sustainable behaviour change and internal capability building. Pete is also a semi-professional Ironman triathlete and in 2021 broke the record for the fastest non-stop cycle from Lands End to London. Next time he’ll take the train.