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.