Behaviour Change

What is this Big Move?

This Big Move is fundamental to both the overall Core Strategy, but also the other 5 Big Moves. To deliver Inclusive Growth across the West Midlands, we need to tackle the high levels of car dependency and access what we need differently. This requires system change (changing the options available to people) and behaviour change. If we cannot support more people to travel less, use cars less and live more locally then we will be in danger of not meeting the core goals of the Local Transport Plan.

We need to be bold here to change behaviours because we have seen in the past that it’s difficult to do. This isn’t about hectoring citizens to just change their behaviour, it’s about collective consensus to change the environment in which we all make decisions to make the choices we want to make the choices that are most rewarding.

The West Midlands should become a place where no matter where you live you do not need to own a car to live a full life, and if you cannot afford to own a car you are not excluded from everything the region has to offer.

Where we would like to be if our Big Move is successful

The lifestyles of many of our residents have changed, they do not need to travel as often because more of their daily activities can be done from home or close to where they live, and more goods/services arrive to them.

And it’s not just that more of what people need is closer by, it’s also that travelling around their local area is more rewarding because we’ve created an environment where walking, wheeling, cycling or scooting is safe, prioritized and convenient.

But it’s not just about local living, people find that more is accessible by reliable public transport, with more opportunities found close to centres and along key transit corridors, and it is accessible by reliable and available public transport.

Cars still provide the most flexible way to travel but they are needed less often. It might feel less convenient than before to jump in the car for a trip around the corner but that’s because of the trade-offs we’ve all chosen to make to reshape our streets to support other forms of transport. And with car clubs available fewer households will need to own a car.

Businesses make fewer journeys when delivering their goods and services because AI technology is creating the most optimal routes, and all their vehicles are now zero emissions. Business travel is reduced overall because more work and meetings can be done remotely.