Professor Ian Walker:

I would love to tell the Deputy about the study I did in Wales a few years ago, which showed that our very psychologically informed anti-littering campaign led to an increase in the amount of littering that went on from passing cars.

Just to pick up on the transitions thing I was talking about earlier, which the Deputy referred to, this feels like it is important. Speaking anecdotally for a second, I live on the edge of a city and because I have spent years travelling into that city using buses and bicycles, and have never really driven, the thought of driving in genuinely feels quite daunting. I would not know what an appropriate route was, I have no idea where I could store the car when I got in and so I am very unlikely to try and drive into the city even though I have access to a car. I am very aware from speaking to other people who live near me, that they feel the opposite. As a result of spending years driving into that city, they find that easy and find the idea of getting onto a bus daunting and difficult. We really could deal with this by addressing people before those driving habits get established as was suggested. There has been work in other countries. I am aware of work in Germany, Japan and places like this, targeting people at the times of those residential relocations. When people are seen to be moving into a new house, they are given free public transport for six weeks and information about the routes, with the intention that at the end of that period, those habits become established and there is no barrier perceived to hopping on the bus and going into town. By that point, hopefully the good habits are well enough established that the idea of getting into the car feels like it does for me: quite daunting and off-putting. If we are going to do things at an individual level, these targeted intelligence-led approaches to set up good habits might be quite a useful approach.