"Children and students instinctively park their bikes efficiently on the sidewalk, as close to the front door as possible — ready to grab and go. But once we enter the workforce, that norm shifts. At the workplace, bikes are often hidden out of sight — around the back next to the company’s waste containers — or at least placed further from the entrance than the cars."
Behavior is shaped by what we see, feel and experience
Behavioral psychology shows us that people are strongly influenced by implicit signals in their surroundings. According to the nudge principle, people often make decisions based on ease, familiarity, and perceived social norms. If you arrive at a site with a large, prominent car park but the bicycle parking is hidden away at the back, the message is clear: cars come first here. And that will shape long-term behavior.
What shapes the first impression?
Here are three key factors that influence people's choice of transport:
1. Visibility and location of facilities
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Car: A car park directly at the entrance signals that driving is the easiest option.
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Bike: A covered, well-lit, and appealing bike shelter at the front encourages cycling.
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Public transport: A bus stop with no clear path, signage or shelter is discouraging, no matter how good the service is.
2. The quality of walking and cycling routes
People are more likely to walk or bike if the route is safe, pleasant, and logical. Think:
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Wide, well-lit cycle paths
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Green and shaded pedestrian routes
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Avoiding barriers like fences or detours
3. The arrival experience
The entrance determines whether people feel welcome — and which mode of transport fits that welcome.
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Are cyclists and pedestrians welcomed with clear signage, an inviting entrance, and facilities like a water tap or changing room?
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Or does it feel like you’re only truly arriving if you step out of a car?
Real-life example
On many business parks, the car park dominates: neatly laid out, well-maintained and close to the front door. The bike shelter? A metal rack tucked away at the side of the building. The message is clear: this site is designed for drivers. So when you ask why more people don’t cycle, part of the answer lies in the physical layout.
How to make sustainable transport the new normal
Want people to bike, walk, or take the train more often? Make those modes the most attractive — starting at the arrival experience. Here are a few practical ideas:
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Move car parking to the edge of the site
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Place an appealing bike shelter near the main entrance
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Design the walking route as a “green carpet,” with plants and wayfinding
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Welcome people with a mobility info panel or signboard
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Communicate clearly: “Welcome! You’ll find the bike shelter to the right of the entrance — and a warm shower at reception.”
Conclusion: the environment speaks — make sure it says the right thing
Humans are creatures of habit, and our decisions are largely unconscious. Organizations can influence this by designing the environment in a way that makes sustainable transport feel like the natural choice. The entrance, the routes, and the facilities all send a daily message. Make that message clear, welcoming, and sustainable.