Shifting mindsets: Behavioural and inclusive pathways to active mobility

Unlike traditional webinars, these are interactive discussions centred on participant contributions and city-to-city exchange. They bring together cities, networks, and experts to analyse success factors, explore shared challenges, and compare implementation approaches across different urban contexts.

Each webinar in the Policy Lab addresses the key challenges and success factors identified throughout the study, reflecting one of its four thematic lenses — accessibility and inclusion, data and technology, behaviour change, and increasing the modal share of active mobility in cities — and transforms city experiences into shared learning and practical policy guidance.

Webinar 2 - Shifting mindsets: Behavioural and inclusive pathways to active mobility

This second webinar focuses on behavioural aspects and inclusion, examining how communication, participation, and equitable access drive long-term cultural change towards walking, cycling, and other active modes. It will explore behavioural and inclusion-led strategies that encourage modal shift, raise awareness, and ensure equitable access for all groups through strong participation and community engagement.

Why this matters

Behaviour change is most durable when paired with safe infrastructure, enabling rules and user-centred design. This webinar probes what works for different life stages and user groups, and how to co-create long-term cultural change while measuring real-world uptake.

Format

The webinar lasts 1 hour and 45 minutes. It will start with a first part of 45 minutes focusing on the discussion of burning topics, followed by a second part of an additional 45 minutes addressing the presentation and feedback. A break of 15 minutes will be scheduled between both sessions.

Who should attend

The webinar is open to city practitioners, urban authorities, institutional stakeholders, and thematic experts — it is a public event, and everyone is welcome to participate.

What you’ll learn

• How to tailor incentives, co-creation and communications to different audiences and stages of change
• How schools, employers and neighbourhood groups anchor long-term shifts in habits
• How to instrument programmes with counts/traces and equity-aware indicators so effects are measurable and comparable

Invited Speakers

City contributions

• Brussels (UIA CAIRGO): CAIRGO BIKE insights on making cargo bikes an enjoyable, practical option via campaigns and website, cooperation with municipalities and partners, purchase bonuses for SMEs, shared services and dedicated parking.

• City of Faenza (URBACT ECONNECTING): Inter-municipal collaboration for inclusive, climate-resilient mobility; engaging schools, employees and communities through Piedibus and Bike-to-Work to shift everyday habits.

• City of Turku (URBACT SCHOOLHOODS): Co-creation with children, parents and schools to make school travel safer and more sustainable, fostering durable culture change.

Expert contributors

• POLIS — Andréia Lopes Azevedo
• EUROCITIES — Thomas Mourey
• ENTP Expert — Isabel Cunha

Practical information

Accessibility and language

The webinar will be hosted online with live transcription. Please indicate any accessibility needs at registration.