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Viewpoint: Issue Issue 30 13 Jul 2012

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DfT/SRA, Other, All of UK

Evolving ‘Smarter Choices’ thinking can unlock real benefits

There is an economic, environmental and social dividend if the transport system is used more resource-efficiently. But it requires individual players to come out of their silos and work together

Derek Halden

The term ‘smarter choices’ is increasingly used to describe the development and promotion of sustainable transport, both in terms of the decisions by users about their travel choices, and by transport system providers about their service offer. However,  care is needed managing these programmes as smart language does not does not necessarily imply practical outcomes.

One of the critical issues is the distinction between marketing and promotion, known as ‘soft...

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