The 25% rule: Why behavioural science may be Europe’s best impact mobility hack
4 dec. 2025
14:03
If Europe wants a mobility sector that genuinely shifts people towards more sustainable choices, we need to talk about psychology, argues a new report by EIT Urban Mobility.
And there’s one data point that sticks out.
And there’s one data point that sticks out.
Europe’s mobility transition has long been framed as a technology and infrastructure challenge, centred on building more cycle lanes, electrifying more vehicles and securing the funding to scale it all. But a new report by EIT Urban Mobility, Urban Places Lab and Roche suggests we should widen the lens.
Drawing on insights from 15 leading psychologists and transport researchers, the report shows how behavioural science may be the missing link in getting people to change their habits – and ultimately travel and live more sustainably.