Gotland · Evidence tier A
Fewer car-km on an island that needed measured shift
Cut car-kilometers with digital activation your climate report can cite.
Outcome
-14%
fewer car-km among users
A documented reduction in car-kilometers among participating users, strong enough to cite in climate reporting while keeping scope and comparison design honest.
Setting
Island mobility program on Gotland for users who needed fewer car-kilometers in everyday travel. Buyer pattern: municipality (and utility-adjacent climate reporting) that needed before/after evidence among participants.
The challenge
Island travel was car-heavy by default. Distance, habit, and limited alternatives made information campaigns feel symbolic. Leadership needed user-level before/after measurement for climate and mobility reporting, not another awareness push that could not survive an audit conversation.
What we activated
Smart Nudges activation with mobility framing, personalized prompts, and user-level measurement so the municipality could track what moved. Timing and feedback were designed so participants saw relevant alternatives and progress, not generic green travel tips. Patterns from the program also inform how we time workplace and utility-adjacent activation elsewhere.
Behavioral toolkit
- Personalization
- Salience
- Feedback
- Measurement design
What changed
- Participating users reduced car-kilometers by 14%.
- Clear measured outcome for municipal climate and mobility reporting.
- Transfer learning for workplace commute and related activation design.
Good to know
User-level measured change. Scope, participation, and comparison design are documented so the number is not oversold as an island-wide average for every resident.
Want a similar measured mobility shift for your city, workplace, or utility-linked program?