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How can neurosciences contribute to mobility transition?
“The issue of ecological transition is at the heart of our concerns. And to me, outdoor communication has a role to play as a ‘citizen’ medium. This means that we must use our media not only for advertising, but also to raise awareness and support behaviour change. For example, we can use our screens to display air‑quality indicators or encourage modal shift by showing travel times by public transport compared with driving. By making this data visible and tangible in public space, we help citizens make more sustainable choices. The street‑level medium should reflect the city’s environmental commitments by being exemplary itself — in its energy consumption and in the way it integrates into the urban landscape.”
In her interview, Samah Kamaki, Founder and Director of the Social Brain Institute, describes the link between neuroscience and the transition to mobility.
How can neuroscience contribute to the transition to mobility?
The question of mobility is a very interesting case study for understanding change from a psychological and psycho-social point of view. Neuroscience shows us that this power to act is very limited because we have limited mental resources. Change is much more effective when it is initiated by structures, and when this allows us as individuals to expend the least amount of energy.
Why is the social dimension crucial to climate action?
One of the arguments that slows down environmental change is the belief that any change will affect the most disadvantaged. This is what we call political perfectionism: we don’t want any population groups to be affected by change. Before we can think about change, we need to make sure that the most vulnerable people are able to continue to live with the changes. That’s why any question of environmental change cannot be separated from the question of social justice.
How can we facilitate change?
The most effective strategy for replacing one behavior with another is to add friction to the behavior you want to stop, and then facilitate the behavior you want to adopt. The alternative to behaviours that are not beneficial to the environment should already be in place before any awareness-raising campaign.
Should we propose a collective solution?
For an issue as complex as climate change, we must be wary of falling into the “single cause” trap. It’s better to look at these issues in a more systemic and multidisciplinary way, involving all the players who can have an influence on them.
How can neuroscience contribute to the transition to mobility?
The question of mobility is a very interesting case study for understanding change from a psychological and psycho-social point of view. Neuroscience shows us that this power to act is very limited because we have limited mental resources. Change is much more effective when it is initiated by structures, and when this allows us as individuals to expend the least amount of energy.
Why is the social dimension crucial to climate action?
One of the arguments that slows down environmental change is the belief that any change will affect the most disadvantaged. This is what we call political perfectionism: we don’t want any population groups to be affected by change. Before we can think about change, we need to make sure that the most vulnerable people are able to continue to live with the changes. That’s why any question of environmental change cannot be separated from the question of social justice.
How can we facilitate change?
The most effective strategy for replacing one behavior with another is to add friction to the behavior you want to stop, and then facilitate the behavior you want to adopt. The alternative to behaviours that are not beneficial to the environment should already be in place before any awareness-raising campaign.
Should we propose a collective solution?
For an issue as complex as climate change, we must be wary of falling into the “single cause” trap. It’s better to look at these issues in a more systemic and multidisciplinary way, involving all the players who can have an influence on them.
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