‘Soft Measures – Hard Facts’ The Value for Money of Transport Measures which Change Travel Behaviour: A Review of the Evidence
This review of the evidence of travel change behaviour can be used:
- to help make the case for new investment, in bids or business plans.
- to inform any re-assessment of existing programmes so that decisions can be based on the best evidence of effectiveness and value.
- as a benchmark to compare the effectiveness of local programmes with published evaluations and evidence.
- to encourage more sharing of evidence about what works.
- to act as a focal point for new evidence, with annual updates.
Key messages include:
- Travel behaviour change measures can provide very high benefits compared to costs, when measured by WebTAG, the Department for Transport’s method for evaluating transport investment.
- Changing how we travel can reduce the need for expensive infrastructure.
- Behaviour change measures can be implemented much more quickly than infrastructure projects.
- All measures achieve genuine carbon reductions (from 5kgs to 1500 kgs per person per year).
- Greater impact is achieved from careful targeting of people likely to change their behaviour combined with multi-measure programmes across age groups.
