How can we catalyze the transition towards carbon-neutral transportation?

“First, we need to make sure we explain things to people, to raise awareness — even though we’ve heard that awareness‑raising is sometimes not the most effective approach from a neuroscientific perspective. I still believe in it, and I would choose that path, so that people are better informed and don’t feel they’ve been left out of the process, that they’ve had a say. Here, I’m thinking in particular of companies that have not yet managed to see the green transition and decarbonisation as an opportunity, but instead see them as an obstacle or a burden. And the dominant emotion, I would say, is fear and reluctance, because they worry that this will reduce their competitiveness in the European or global market, rather than seeing it as a chance to strengthen that competitiveness. I think this is the path we need to follow. And of course, in cities, there are more targeted ways to design policies and take action.”