Transport has a marketing problem. Often we way we approach behavioural change is through fear, stressing the environmental consequences, or the health benefits of leaving the car at home in favour of a bike or public transport. But what if we were going about this the wrong way?
On this episode, Emily chats with Rachel Smith - Transport and urban planner, author, and 2x TEDx talk speaker - to discuss congestion and the concept of cycling super highways. Rachel discusses the need for transport planners to look at how we communicate congestion and frame our problems as solutions so they are relatable to the people they impact the most. In particular, she discusses how transport could learn a thing or two from good marketing, never underestimating personal connections and incentives, and the importance of agile solution-oriented thinking.
Rachel's website: http://www.cyclingrachelsmith.com/