STIB-MIVB

Encouraging sustainable mobility in Brussels through behavioural strategies

Mobility Research Behavioural design Citizens Belgium

The Challenge

STIB-MIVB, Brussels’ public transport operator, wanted its Mobility as a Service (MaaS) strategy to actually shift habits, not just add options. It asked us to find behavioural insights that could encourage people to reduce car use in and around Brussels, and make walking, cycling and shared transport the easier choice.

Our Approach

We focused on two target behaviours: getting urban drivers to walk or cycle for short trips, and nudging commuters to try alternative modes one weekend a month. A literature review surfaced the psychological barriers behind each, and in stakeholder workshops we designed and prioritised interventions across infrastructure, communications and service.

The Result

Using our Rainbow Wheel™, we prioritised 10 targeted interventions per scenario, 20 in all, built on 40 identified barriers and facilitators. STIB-MIVB now has a ready-to-use, evidence-based playbook feeding its MaaS strategy, designed to make sustainable transport choices easier and more appealing.

“Encouraging more sustainable modes of transport, such as shared and active mobility, is central to our strategy and the MaaS tools we are developing. Behaven helped us take on that challenge, and our go-to-market strategy for this segment clearly benefits from their expertise and recommendations.”

Joke Beel

Program Manager MaaS & New Forms of Mobility

STIB-MIVB