CrowdScience How can we persuade more people to cycle?
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Jun 20, 2025 In this discussion, Pelle Guldborg Hansen, a Professor of behavioral science at the University of Roskilde, dives into innovative strategies to persuade more people to cycle. He suggests shifting from rational arguments to appeals that resonate with our desires and vanity. The conversation explores how psychological factors influence cycling choices, the importance of safety measures in urban settings, and the effectiveness of marketing to change perceptions. Insights from experts in Denmark highlight how a fresh approach can transform cycling into a trendy and enjoyable choice.
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Make Cycling Sexy and Emotional
- Change cycling campaigns to appeal to vanity and emotions, not just rational health or environmental benefits.
- Use marketing to make cycling trendy and cool, treating it like a desirable product.
Cycling Choices Aren't Fully Rational
- People believe their decisions to cycle are rational though often they are influenced by non-rational psychological factors.
- Humans struggle to act on long-term collective benefits like climate change, affecting cycling choices.
Convenience Beats Environment in Cycling
- Most Copenhagen cyclists choose biking primarily for convenience, speed, and cost, not environment or climate.
- Environmental concerns rank lower when people decide how to travel to work or education.