Designing Transport for Humans, Not Econs
It’s common to hear that transport providers are “simply getting people from A to B”: a low-bar ambition that misses the real purpose of much travel.
Pete Dyson
Pete Dyson was a member of Ogilvy’s behavioral science practice from 2013 to 2020. In 2020, he joined the UK Department for Transport as principal behavioral scientist, tasked with the Covid-19 response, sustainable behavior change, and internal capability building. is also a semi-professional Ironman triathlete and in 2021 broke the record for the fastest non-stop cycle from Land’s End to London. He is the author of Transport for Humans (with Rory Sutherland).