Micro-incentives: Can smart pricing be a trigger to accelerate modal shift?

Micro-incentives, which involves the use of smart pricing and other strategies to influence travel behaviour, have the potential to accelerate the modal shift towards more sustainable mobility.

Introducing highly flexible prices during peak hours can be an effective way to incentivise road users to make use of sustainable options. By charging higher or lower prices for certain modes at certain times, e.g. during peak hours, people are encouraged to shift their travel behaviour to off-peak hours, use public transportation or other sustainable modes, or even work from home if possible. This reduces traffic congestion, which in turn reduces emissions, improves air quality and reduces travel time for all road users.


Upcoming Report - Key Points Explored:

We are pleased to announce the imminent release of the final report, shedding light on the transformative potential of micro-incentives and smart pricing in sustainable mobility. This comprehensive publication consolidates extensive research, expert interviews, and insightful surveys conducted across prominent European cities.

Micro-incentives, a dynamic approach encompassing smart pricing and other innovative strategies, holds immense promise in catalysing the modal shift towards sustainable mobility.

  • Harnessing the power of subsidies: Gain a comprehensive overview of European public transportation subsidies, leveraging data from the EMTA Barometer. Assess their impact on accessibility and sustainability, while exploring avenues for improvement.
  • Insights from experts and authorities: Delve into engaging interviews with public transport authorities and mobility experts across Europe. Unlock valuable perspectives on implementing micro-incentives and smart pricing to reshape sustainable mobility landscapes.
  • Unveiling travel behaviour and attitudes: Discover the findings of a comprehensive survey conducted among 2,250 individuals in Barcelona, Madrid, Oslo, Berlin, and Lisbon. Gain valuable insights into travel behaviour and attitudes towards subsidies and micro-incentives, providing a deeper understanding of public perceptions and preferences.
  • Pioneering mode choice modelling: Dive into captivating use case scenarios where micro-incentives are applied, derived from the survey's stated-preference block. Explore the transformative potential of micro-incentives in shaping travel behaviour and fostering sustainable choices.


Download the Report and Explore:

As the final report becomes available, we invite you to download it from our platform to delve into the insights. Gain a nuanced understanding of micro-incentives, smart pricing, and their pivotal role in driving sustainable mobility. Let's pave the way for a greener, more efficient future of transportation!


This topic was also discussed in the Mobility Talks webinar on 10 May between different organisation involved in the report. The experts from Sofia Development Agency, Keolis, Transport for London and Factual Consulting discussed on a virtual stage how flexible pricing strategies and other micro-incentives can effect sustainable travel behaviour, reduce emissions, and improve air quality. They also shared their insights and best practices on how to implement micro-incentives, as well as the challenges and opportunities that come with it. 


Updated on 19 May 2023.