Establishing the Level of Support for Transport Initiatives which make a Positive Impact on Travel Behaviour

The concept of “windows of change” (WoC) highlights periods when established behaviours are unsettled and individuals are more open to alternatives. This paper advances the understanding of sustainable transport policy by highlighting WoC and segmentation as complementary tools for designing and implementing effective interventions. Data is collected from over 4,000 respondents spread across Australia, Finland, New Zealand, the United States, the United Kingdom, Singapore, and Sweden, investigating respondents’ WoC over the period 2023–2025. We also explore the influence of 50 transport-influencing initiatives on how people travel. From a three class Latent Class Analysis model we labelled the classes as “Urban strivers” (characterised noticeably by a majority of members in full-time employment); “Settled simplifiers” (in addition to retirees, including homemakers and other "not working"); and “Dynamic jugglers” (including part-time and flexible workers). Dynamic jugglers are found to be the most receptive of the range of transport-influencing initiatives explored. The comparative analysis of these three classes demonstrates how segmentation, when combined with WoC, can guide policymakers in tailoring transport interventions more effectively.