Research and analysis

Smarter choices: changing the way we travel

Examining the impact of soft measures, using evidence from the UK and abroad, case study interviews and the experiences of stakeholders.



Research report examining the impact of ‘soft’ transport policy measures and their effectiveness. ‘Soft’ transport policy measures are those aimed at helping people to choose to reduce their car use while enhancing the attractiveness of alternatives. Such measures include:

  • workplace and school travel plans
  • personalised travel planning, travel awareness campaigns, and public transport information and marketing
  • car clubs and car sharing schemes
  • teleworking, teleconferencing and home shopping