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Over half of UK adults are considered ‘lapsed riders’, but a series of studies developed by HSBC UK and British Cycling has found that small behavioural ‘nudges’ can encourage people to start cycling again.

In summer 2017, HSBC UK and British Cycling developed and ran a set of studies to identify new and
tangible ways to increase cycling. These studies draw on approaches from a growing area of applied science called behavioural economics or behavioural science.

Our surroundings influence our thoughts and behaviours in surprising ways. Behavioural science seeks to understand why we behave the way we do, and how we can help ourselves achieve our own goals while maintaining the freedom to decide for ourselves what’s best. Importantly, behavioural science allows us to generate new evidence-based solutions to persistent societal challenges, such as how people look after their health and wellbeing.


The simple behavioural ‘nudges’ shown in these studies can be applied at a wide scale fairly easily and quickly, and still allow each of us to decide what works best for our own needs.

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Created 4 years ago, updated a year ago
Geographic Coverage National
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