Background Material for Motivating Mobility Mindsets Workshop


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Background Material for Motivating Mobility Mindsets Workshop

  1. 1. november 2012 ARTICLE
  2. 2. 24 MOtIVatING MObILIty MINDSEtS by anette enemaRK and sally KneesHaW Pedestrians, Barcelona. Photo: András Ekés What is our vision of urban mobility? What is the definition of quality and sustainability with regards to mobility? How do cities define and carry out long term mobility strategies that will deliver on climate goals and maintain competitiveness? How can smart mobility boost European economic growth? These are the challenges outlined in the Cities of Tomorrow report tackled by the URBACT Workstream “Mobility mindsets” team. This article is a taster for our workshop at the URBACT Annual Conference on 3-4 December and for a subsequent report to inspire cities on the journey to people-centred smart mobility.
  3. 3. motivating mobility mindsets 25W e have chosen to frame the focus of this mission as one of “Motivating Mobility Mindsets”. But what does thatmean? The idea is to concentrate less on thetechnical solutions that allow people to beable to choose greener mobility solutions,such as bike and public transport. Obviously,they have to be in place, and all Europeancities will use different approaches and tech-nical solutions to achieve them. There is nodoubt that management of public transportsystems and public spaces need to be partof comprehensive spatial planning, linkinghousing, land and transport policy. But herewe focus more on a complementary axis: theperception of mobility that has to be embed-ded in the minds of everyone – individuallyand collectively – who has a role in changingthe mobility of the future, such as mayors andlocal committee leaders, businesses of allkinds, urban planners, transport planners,environmentalists, safety and health careprofessionals, and of course the end users,whose citizen power has the potential todrive changes in their daily mobility.Pieces of the mobility puzzle Renaissance of the tram, Place des Quinconces, Bordeaux. Photo: András EkésCreating “Mobility Mindsets” requires longterm vision, commitment and continuity frompoliticians, urban planners and across allstakeholder groups. To underpin the vision putting the needs, expectations and plea- “Mobility is a whole package about prices,we have to create a better understanding of sure of travellers at the core of mobility marketing, infrastructure solutions, an activelywhat mobility means and better grasp the planning creates a positive experience of involved public, implementation, perceptionmeans and tools by which we can influence the city. and feelings. It is bottom up and top downmindsets. 3. Target the communications. Mobility transport policies, and urban planning – a mix Mindsets must be communicated widely of incentives and contracts. A full packageOur aim in this workstream has not been to and through the right channels. you have to put in place including mobilitycomplete the full puzzle, but to highlight some 4. Create the conditions for win- win situ- cards, SUMP, mobility centres, mobility ser-of the many pieces, or actions, that make ations. Cities face many different challen- vices such as car sharing, public bikes, publicup the puzzle. This process will continue over ges and developing “Mobility Mindsets” transport, possibilities to change from onethe coming months. The URBACT Annual can sometimes create solutions to multiple mode to another for different parts of yourConference in Copenhagen will be an oppor- needs. trip, campaigns and incentives. It is outreachtunity to debate live with other city represen-tatives and experts how to successfully“Motivate Mobility Mindsets”, and to furtherenrich these results in a paper in 2013. Oxford dictionary explanations Mobility, noun Pronunciation: /mōˈbilətē/ of “Motivate”, “Mobility”, Definition of mobilityThe pieces of the puzzle presented here areeffectively actions today for the cities of “Mindset” • the ability to move or be moved freely andtomorrow: easily Motivate, verb1. Exploit the tried and tested solutions solutions. Mindset, noun Pronunciation: /ˈmōtəˌvāt/ We “just” need to maximize the Pronunciation: /ˈmīndˌset/ Definition of motivate transfer. Definition of mindset, [usually in singular] • provide (someone) with a reason for doing2. Connect perceptions of mobility and • the established set of attitudes held by something quality. Many mobility decisions are . someone based on experiences made in the past, • cause (someone) to have interest in or enthusiasm for something Source: The Oxford Dictionary subjective information and even misinfor- mation. Correcting these perceptions and ■■■
  4. 4. 26 to chambers of commerce, business, tourists, European cities that deliver improved mobility in the process that leads to the results. citizens. You need to learn how to do that: in to their citizens. Cycle lanes and city bike He says: schools, mobility centres, schemes, active travel, public transport, “There is a level beyond the context, and a lot in city centres, in business mobility plans for employers, and commu- can be learned from such analysis, for exam- areas. Basically every- nications activities. Many case studies are ple the setting of mindset. This can be the real where where people have available for cities that want to implement reason for success or failure”. to move from one point to them. Most of the experts in mobility we have another.” Muriel Mariotto, talked to agree that the biggest challenge is This is part of URBACT’s mission to maximise CERTU, Lyon, France. transferring this knowledge. Not that financ- capitalisation of good practice. URBACT net- ing, planning and building new mobility infra- works such as EVUE1 and Active Travel2 have “Cities are the basis of every change. The structure cannot prove a challenge, especially allowed cities to really examine the way others most important stakeholders to convince for newer member states. But rather we know are promoting electric mobility, walking and about the need for a new “Mobility Mindset” how to do it. cycling, to be able to make use of that tacit are the elected representatives at local level. knowledge to improve their own planning. If they really want to Marcus Enoch, Associate have car free streets, Professor at Lough- How do we ensure a smoother transfer squares and parks in borough University, UK, of know-how between cities in Europe the city, we will have it.” has studied many mobility bridging historical, geopolitical, topo- Miklós Marton, Regional initiatives across Europe. graphical, cultural and economic Environmental Centre of In his experience cities differences? Budapest, Hungary. often miss the question of the process that leads “The concept of ‘Motivating Mobility Mindsets’ to the implementation, when it comes to is emerging 10 years too late. We should 1. Exploit the tried and presenting the good examples. He finds focus on the mindsets and facilitate ideas, tested solutions that the simple excuse used by cities is rather than keep discussing technical solu- context: the economic situation or the culture tions. These have basically been in place There are many examples of well imple- is so special that the experiences cannot be for many years”, Minze Walvius, ADVIER mented technical solutions in place in transferred. But there is a lot of transferability Consulting, the Netherlands. Build on the experience of others There is much to be learned from the many • URBACT projects on mobility successful (and unsuccessful) examples of Electric Vehicles in Urban Europe greening mobility that have been (EVUE), Active Travel, Enter Hub implemented across Europe. Tools, means • ESPON projects on mobility: and experience can be found on: EU-LUPA, ESPON Climate, TRACC • • INTERREG IVC projects on mobility: Network of cities introducing ambi- EU 2020 going local, FLIPPER, tious transport measures and policies SUGAR, CycleCities, INVOLVE, towards sustainable urban mobility. PIMMS TRANSFER, CAPRICE, SUM PROJECT, ECOTALE, EPTA, POSSE, • POLITE, RITS-Net, CATCH_MR, Facilitates the exchange of PIMMS CAPITAL MMOVE information, knowledge and • INTERACT supported programmes on experiences in the field of urban mobility: mobility in Europe. Spain Portugal CBC Programme, Atlantic Area, INTERREG NWE, • Spain France Andorra CBC Network of countries and regions Programme, South-West Europe , promoting Mobility Management MED Programme, Austria-Czech measures. Republic, Slovakia-Austria, • INTERREG IV A North Programme Providing guidelines, examples and (Sweden, Finland and Norway), training in SUMP’s (Sustainable Urban South Baltic CBC Programme Mobility Plans). (Poland, Sweden, Germany, Denmark and Lithuania), • Central Baltic INTERREG IV A Thematic community for European (Estonia, Finland, Latvia and Sweden), professionals working locally in France-Switzerland, France-Italy Tourists and residents in central London. the field of mobility management. (Alcotra), North sea Programme Photo: Sally Kneeshaw
  5. 5. motivating mobility mindsets 272. Connect perceptions with reduced mobility, including the disabled, the elderly, parents with pushchairs.of mobility and quality It is also the feeling that you get when you live,Living a `Mobility Mindset’ requires a funda- work and travel in the city that marks a trulymental change in the way we think of, work successful city. As an experienced mobilitywith and carry out everyday mobility. That is planner, Roberto De Tommasi from Synergoperhaps the hardest task: to change the per- Consulting, Switzerland, puts it:ception of mobility. The Cities of Tomorrowreport stresses the urgent need to transform “As a city it matters what kind of feeling youthe city. It must be a liveable place that caters give to the public. How people feel: that’sfor all the needs of citizens. To be able to real- what it’s about. How you demonstrate mobi-ize that vision, tough choices have to be lity is very important. If they feel that the citymade, and old thinking needs to be belongs to them, they will be proud of it andtransformed. feel responsible for it.” Cyclist with passenger in Barcelona. Photo: András EkésFor decades cities have tried, for the most This sense of a liveable city is very hard topart with coercive measures, to influence the create and to convey in words. One of the keytravel behaviour of citizens in an effort to elements to success is to locate the needs ofencourage them to opt for greener and more travellers and citizens at the heart of mobilitysustainable alternatives to (single) car use. The new mobility planning. Mobility solutions should be easy toSome cities have been successful, and some mindset is also very comprehend, easy to use and attractive. Notless so, even though the technical solutions linked with the use a small task.put in place have been similar. Some citiesarrive at a better mobility situation by sponta- of new electronic “In the end, people have to be convinced, toneous processes. Some due to lack of financ- information devices. take a different mobility behaviour. As a jour-ing for big infrastructures. Motivating mobility nalist, it is my experience that you can onlymindsets also means having a good situa-tional awareness and acting on the right levelbefore it is too late.“Each city should be able to tackle their trans-port problems through adopting appropriatemobility policy and committing to sustainabi-lity targets. The vision of the city is quality-of-life in 2020, 2050. Inform the city staff aboutpossibilities of development measures forsustainable mobility and communicate tousers for sustainable modes and give themthe offer”. Radomira Jordová, working atthe Transport Research Centre under theMinistry of Transport, Czech Republic.Understanding why, and how, successfulcities get to be successful in influencingmobility behaviour is an important step inunderstanding the concept of “MobilityMindsets”. It is not only transport opportuni-ties or the strict enforcement of parkingstrategies or even road pricing that does thetrick. The potential pleasure of this newmobility is directly connected with the qualityof space. Citizens need to feel confidentabout their personal safety moving about thecity, for instance by bike or on foot. The newmobility mindset is also very linked with theuse of new electronic information devices:information platforms which allow you toknow, for example with your smartphone,when the next bus or metro will come. Urbanplanners need to use a “design for all”approach to provide accessibility for those Miskolc, University bus stop, (Hungary). Photo: András Ekés ■■■
  6. 6. 28 convince people to change by offering them some- “Move away from the bad thing. By making them part of something. For conscience about the environment. instance seeing the Mayor It is more important to say it’s fun to be ride a bike or walk.” on the bus. Emphasise convenience, Andreas Horchler, journa- list from the German radio quality of life and fun.” Siegfried Rupprecht Hessischer Rundfunk. Including user groups and neighbourhood they preach abdication. Giving up some- conscience about the environment. It is representatives in local planning can provide thing that you like is a negative. But is it more important to say it’s fun to be on the invaluable insights and resources to create really negative to take the bike instead of bus. Emphasise convenience, quality of this feeling for the city. The URBACT Local the car in the city? Siegfried Rupprecht, life and fun.” Support Groups provide the ideal platform to from Rupprecht Consulting, Germany, bring stakeholders together to plan greener puts it directly: “Move away from the bad There is, however, a geopolitical gap here: mobility in the shape of a Local Action Plan. post-socialist countries are at a different stage, you cannot convince by ”fun”. Maybe How do cities actively create a “Mobility in five years time. But financial reasons and Mindset”? To target the business time gains are at least as important factors. community you need to speak to their values How do cities identify the efficient 3. Target the communications and needs. communication channels to promote a change in “Mobility Mindsets’? To create the right “buzz” for stakeholders to get involved, a lot of care has to go into crafting the right message. Effective com- munication with the public and with stake- holders is vital to encourage behaviour The case of Frankfurt, partner in INTERREG IVC change. Successful cities make use of mul- tipliers, frontrunners and powerful media- and URBACT projects tors that touch people, such as employers, the Mayor, community leaders, the muni- The young and the elderly are important target groups when you want to create “Mobility cipal newsletter, the media and event Mindsets”. Johannes Theissen, former Head of Frankfurt TraffIQ and veteran of IINTERREG organisers. IVC projects including PIMMS, PIMMS Capital, INVOLVE and URBACT EVUE, has set up school campaigns called “Wir laufen zur Marianne Weinreich has worked with local businesses to make them adopt mobility Schule!”. This was a competition amongst Frankfurt schools to initiatives in Denmark: see which could encourage the most pupils to walk to school. It linked the activity to environmental awareness and “Working with private businesses you influencing parents and grandparents to change behaviour need to tell them they can make money. too. But Johannes Theissen sees a much bigger effect of It’s good for their social responsibility campaigns like this: profile. It’s good for their “It is important to build mobility behaviour at the earliest green accounts. It’s possible opportunity, starting in primary schools. Start to build good for the employees, independent mobility in children. Children can influence the elder it attracts good workers and it creates satis- generations and can be critical of their parents’ mobility habits. They motivate their parents’ faction. Healthy, active Mobility Mindsets.” employees have less In the URBACT EVUE network the city of Frankfurt Local Support Group developed a Local absenteeism through Action Plan aimed at making the city a model for electro-mobility. Part of the strategy has sickness.” been to develop an awareness raising campaign to explain the benefits of e-mobility and There is a need for good communication to bring civil society up to date. Actions include test and ride sessions with electric skills and better competences in market- vehicles, information stands at local events and a solar charging point at the Mobility ing and sales. We have to find new means Centre. The Economic Development team has cooperated with the Chamber of Commerce and channels of communication; new to run seminars on post-oil urban mobility, to foster debate with local businesses and methods. Citizens and businesses alike knowledge institutes about the consequences and the opportunities associated with are tired of being told that what they do is electro mobility. wrong. One reason why environmental NGOs often don’t succeed is the fact that
  7. 7. motivating mobility mindsets 294. Create the conditions forwin- win situationsIt is in cities, where the majority of EU citizenslive, where many important changes have totake place. Curbing emissions from the trans-port sector, air quality issues as well as timeand opportunities wasted due to congestionor “mobility for mobility sake” are major chal-lenges to be tackled. But also social andeconomic issues such as unemployment,dilapidated neighbourhoods, social exclusionand poor health are inextricably linked withthe means and possibilities of transport andmobility in the modern city.There is a real need – and a great opportu-nity – for coherent policies to bridge the gapsacross traditional divides, where challenges inone sector can be opportunities in another.And many examples on issues where a strongcross-sectorial approach can bring mutualbenefit. Health and transport, for example,have many challenges in common: more peo-ple biking has a clear health benefit, as well asreducing congestion. Siegfried Rupprechtcommented: “Healthcare stakeholdersshould be made part of the discussion about Critical mass cyclist demonstration in Budapest, 2012. Photo: András Ekésmobility. It’s a very important topic for thefuture.” The case of NantesSustainable transport solutions connectingneighbourhoods can also bring about much The city of Nantes uses a mobility management system as a cost-effective way to getneeded job possibilities for citizens unable to information to many people. They work hard to maintain employer engagement through aafford to travel to work in their own car. By network of mobility managers in companies and this extends their communication tointegrating policies and policy aims across 75,000 workers in the city.sectors there are potential win-win situations They also use this network of companies to test new ideas, such as a company parkingfor all. card that can be used by employees. Their strategy is to be aware of problems, alternations, processes, and the possibility ofTo develop “Mobility Mindsets” is a long change.and sometimes complicated process, and They demonstrate different solutions to daily car use that combine public transport,engagement of many stakeholders in different cycling and walking, showing different ways to get from A to B.agencies is required. Other stakeholders do Good relations are cultivated with the media to communicate new offers and services.not necessarily have the same motivation forchange. But when stakeholders get to iden- A lot of work goes on behind-the-scenes because part of motivating mindsets is to explain what you are doing and how.tify their own needs, their personal burningissue, they are much more committed to the The mobility management team emphasises the importance of motivating decisionshared result: the win-win. makers, to convince them to try out interventions. When they succeed the politicians say “You were right to do that”.Multi-stakeholder cooperation is promoted “To me, targeted and aggressive communication is a key concept that has to bein URBACT Local Support Groups. The pro- systematically integrated into in every action we try to carry out.cess of reaching consensus can take time, We have to use multipliers and intermediaries that can reach people such asand involves soft skills. The URBACT Local employers, Mayors, conference and tourist centres, the local media.” Gilles Farge,Support Group Toolkit3 offers techniques the City of Nantes, support these processes, such as Health and transport, for example, have many challenges in common: more people biking has a clear health benefit, as well as reducing congestion. ■■■
  8. 8. 30 Ways of greening mobility The case of Eindhoven Policy measures to promote greener mobility Henk Kok, an old hand in city politics at the Strategy Department of the city of Eindhoven, must work in combination to be efficient and The Netherlands, has his own tool for change, to grasp these opportunities to join up the include both soft and hard measures. Mobility dots and drive win-win collaborations. patterns can be influenced by measures He has built-up an informal network of colleagues that are enthusiastic and ready to create encouraging citizens: quick changes within the system. The network expands into all departments of the city and Avoid travel e.g. by providing good internet can be activated at quick notice. access, by promoting teleworking, or by toll “We only need 10% of the workforce to be in that frame of mind. or road pricing, and by decreasing mobility Then real change can be made when opportunity knocks” is his through synergy with urban planning. optimistic message. Travel by greener modes through cam- It is not always easy to predict when the window of opportunity opens paigns and promotion of public transport, that will allow new cross-sectorial initiatives. cycling, carpooling. But also ensuring high It could be opened by a political statement, an opportunity for funding quality of green modes, such as rivers, lakes or be created by an unexpected problem, but having like-minded as reinvented surfaces for cost-efficient ferry colleagues ready to innovate with shared solutions is key. based urban mobility (e.g. Paris, London, The Eindhoven approach is also about not pre-judging situations. Budapest, Bordeaux…). “It’s important that we don’t jump to conclusions. Try looking beyond the problem. Travel by cleaner modes by the promotion of You need strategy and supporters.” electric, hybrid, biofueled and other greener The strategy department has a 4-year planning process, and creates links between alternatives in cars and city distribution. departments, and EU and local projects. Travel less, or in less congested times It recognises that infrastructure of the future is not just roads, rails and bike lanes (by by promoting incentives to teleworking and mode) but mobility possibilities across modes. New lifestyles will lead to the need for new work-at-home and differentiated parking fees, integrated mobility services. public transport fares and road pricing. As well as a number of mobility projects eindhoven leads an Interreg IVB cluster on connectivity in public transport solutions. Join the challenge Changing behaviour and habits for this new This is a major success factor for getting poli- mobility thinking can be motivation by con- By integrating policies and cies delivered. Planners are often not good sciousness or motivation by economic/finan- sellers.” Robert Pressl, Lead Expert of the cial incentives or both. Cities can use a policy aims across sectors URBACT ACTIVE TRAVEL5 network and mixture of carrots and sticks, and this will vary there are potential win-win Manager of the EU funded Eltis6 Urban according to city specific contexts. situations for all. Mobility Portal. Part of the challenge is to define a common platform, or the same language and under- standing so that the Motivating Mobility stakeholder analysis, problem identification, Why is improved mobility Mindsets slogan and its content is relevant consultation, negotiation. The first URBACT important? and helpful in all European cities. Summer University4, held in Krakow in 2011, brought together URBACT Local Support There are many benefits to be derived How do cities arrive at the “higher level Groups from across Europe to explore and from increasing the proportion of of quality of life” by Motivating Mobility try out new methods to improve local walking, cycling and car sharing through Mindsets? The starting point for change can planning. the introduction of mobility plans (travel be small steps. We need to find good ideas, plans), flexible working, training and try to realise projects based on the ideas and How do cities ensure time and resources awareness raising events: try to transfer the knowledge for others. for the process of promoting “Mobility ● Less congestion in cities Others will get the most relevant points Mindsets”? So how do cities break down ● Reduced CO emissions 2 from these projects as useable ideas for the silo thinking of public offices and ● Increased fitness, wellbeing, themselves. focus on the bigger wins? productivity at work and longer life ● Decreased inactivity, obesity, heart Cities can apply motivated mobility mindsets “It’s important to create ownership. The as the key to unlock the door: to more effec- disease and health care costs URBACT Local Support tive communication, to better transfer of ● Less costly new infrastructure by fully Group concept is very transport solutions, to collaborations that utilising existing capacity important for most cities, solve multiple urban needs. ● Increased recruitment and retention of and can be used effec- tively for mobility initia- employees This concept of “Motivating Mobility Mindsets” ● Enhanced well being, pleasure and tives. It gives stakeholders does not require large investments. It offers a voice, brings them in, satisfaction (urban happiness) good potential in the current difficult eco- and generates support. nomic context in Europe where growth is
  9. 9. motivating mobility mindsets 31 (1) URBACT EVUE network : projects/low-carbon-urban-environments/evue/ EU Policy Challenges homepage/ (2) URBACT Active Travel network : Urban mobility accounts for 40% of all CO2 emissions from road transport and up to 70% en/projects/low-carbon-urban-environments/ of other pollutants from transport i. Congestion in the EU is often located in and around active-travel-network/homepage/ urban areas and costs nearly 100 billion Euro, or 1% of the EU’s GDP, annually. (3) LSG_Toolkit_090115.pdf It is estimated that around 70 % of the EU population – approximately 350 million people (4) URBACT Summer University. – live in urban communities of more than 5 000 inhabitants ii. urbact-events/?entryId=4883 Efficient and effective urban transport can significantly contribute to achieving objectives in (5) a wide range of policy domains for which the EU provides frameworks and some environments/active-travel-network/homepage/ regulation. (6) The EU Climate and Energy Package iii targets call for a 20% cut in emissions of greenhouse gases by 2020, compared with 1990 levels; a 20% increase in the share of renewables in the energy mix; and a 20% cut in energy consumption. The European Transport Plan iv aims to increase mobility and further integrate the EU’s transport networks – while reducing greenhouse gas emissions and the bloc’s dependence Acknowledgements to… on imported oil. It includes a target of no more conventionally fuelled cars on cities by 2050. People involved in the workstream The European Action Plan in Urban Mobility proposes twenty measures to encourage and activities so far: help local, regional and national authorities in achieving their goals for sustainable urban Workstream coordinator: mobility v. • Sally Kneeshaw, Lead Expert of the The success of these policies that have been agreed at EU level partly depends on actions URBACT EVUE network taken by national, regional and local authorities. Mobility in urban areas is also an Workstream core group members: important facilitator for growth and employment and for sustainable development in the EU • Paolo Gandolfi, Deputy Mayor of areas. Reggio Emilia Cities themselves are usually in the best position to find the right responses to these • Anette enemark, Tetraplan, challenges, to enhance mobility while at the same time reducing congestion, accidents Copenhagen and pollution and taking into account their specific circumstances. • András ekés, Metropolitan Research Institute, Budapest (i) (ii) Cities of Tomorrow, European Commission DG Regional Policy 2011 • Robert Stüssi, Lead Expert of the (iii) URBACT ENTER-HUB network (iv) (v) Witnesses and advisors: Special guest contributor: • Antonio Lucio Gil, Editor, ECOSOSTENIBLE, partner in EUNOIAlower than in other regions. Europe has little conference in Frankfurt, the CIVITAS Forum, projectcapacity for public investment. So the emerg- listening to the results of clean city mobilitying economies of China, India and Brazil projects, and gleaning from the exchange Expert witnesses in Frankfurt ECOMMcan support growth with lots of new infra- and debate the best practices around Europe. 2012:structure, as in the European post war disci- Robert Stussi will bring to the group the • Johannes Theissen , TraffIQ Frankfurt,pline of country development. Europe needs preliminary results of the Interreg IVC capitali- partner in INTERREG IVC and URBACTto find a different way. More in line with notions sation exercise on sustainable transport, EVUE networkof smarter use of existing facilities and capac- including an analysis of the impact of 15 pro- • Henk Kok, Strategy Department of theities, shared use and space, and “co-mobility”. jects funded. The other European Territorial city of EindhovenA way that reflects the key themes of EU Cooperation programmes, ESPON and • Bjørn Sondelien, Norwegian Road2020, and the Green Paper for a new culture INTERACT have been invited to contribute Administrationof urban mobility, currently under public con- their findings. The final URBACT workstream • Robert Pressl, FGM-AMOR and Leadsultation. A mobility mindset does, however, meeting on Mobility Mindsets for 2012 will Expert of the URBACT Active Travelrequire real change in the way we perceive, take place in November in Budapest, and networkact, think, plan, communicate and operate focus on the realities and challenges for cities • Marcus enoch, Associated professorour cities, and in the interaction of all aspects in Central and Eastern Europe. of Loughborough Universityof city planning and life. And it relies ultimatelyon a significant change in mobility behaviour, Our workshop in the URBACT annual confe-backed by better and greener mobility rence on 3-4 December 2012 will exploreservices. these challenges, seek the views of cities moRe inFoRmation across Europe, and encourage more steps Urbact 2012 conference website: URBACT workstream “Mobility Mindsets” towards human oriented mobility. We need all workshops/about-conference/themes/collected the evidence, quotes and view- city stakeholders to be actively engaged in motivating-mobility-mindsetspoints for this article at the ECOMM 2012 “Motivating Mobility Mindsets”! •