Can Discounts Convince Londoners to Bike and Walk?
“When it comes to commuting, you commute by force of habit,” says Ian Yolles, chief sustainability officer of the eco-rewards company Recyclebank. “It’s become such a habit that you get to the end of your journey and you don’t remember getting there.”
But perhaps using discounts to incentivize better commuting behavior—biking instead of driving, for example—can make people break their habits. In London, a new initiative will put the theory to the test.