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Modal shift is one of the key levers to achieve the European Green Deal CO2 emission reduction goals in cities. Tackling travel behaviour is at the heart of this transformation. Implementing more granular incentives focused on fostering public transport and shared mobility can help people choose low and zero emission mobility options.
In this Mobility Talk, public and private sector experts and practitioners will debate the impact and feasibility of micro-incentives on multimodal, active, or public forms of transport. Key takeaways from a new study on micro-incentives by Factual will be presented and discussed, including the status quo of public transport subsidies today in European cities. Based on collected data and use cases showing how more targeted incentives can be deployed and what users’ attitudes are, the discussion will cover the main enablers and current bottlenecks to a redefinition of price incentives in urban mobility across Europe.
Sevdalina Voynova is Director of Programmes of Sofia Development Association. She manages numerous innovation projects in diverse areas, based on the “test before invest” principle on an urban European scale, and contributes to the development of policies and instruments guiding the just green transition.
Prior to this, she has had executive and advisory positions in the business sector and in international development. She holds degrees from Sofia University and Oxford University.
Jan Jansson is New Mobilities Manager at Keolis. He is leading the work in Northern Europe (SE, NO, DK, NL, BE), developing and introducing new technologies such as Autonomous Vehicles and MaaS (Mobility as a Service) to the market.
Prior to holding this position, Jan was a Senior international rail and public transport developer, and a rail director at Keolis. Before joining Keolis, Jan was the CEO of SJ Götalandståg and held various positions with a focus on mobility and automation.
Ian Catlow is the Head of London’s European Office in Brussels, representing the Mayor of London and Transport for London to the EU. Ian was previously a civil servant in the UK, dealing with trade and economic issues. Immediately before joining London’s European Office, Ian was a seconded national expert at the European Commission.
Miquel Nadal is an external advisor at Factual, and the coordinator of the “Microincentives for sustainable mobility in Europe” study.
Since the start of 2023, he has been General Director of the Cercle d'Economia think tank. He is currently Chairman of the International Road Assessment Programme (iRAP), a program for improving road infrastructure worldwide, after being in the Board of Directors for almost 9 years.
He has a Bachelor's degree in Economics from the University of Barcelona and a Master's degree in Applied Economics from Princeton University, where he was a Fulbright-La Caixa scholar.
He is also a member of the Body of Commercial Technicians and State Economists and he has held various important positions in the Spanish Administration, including Secretary of State for Foreign Affairs (2000-2002).
Pietro Podestà is a Mobility Consultant at Factual. He is an EIT Urban Mobility Master School Alumni, having obtained the MSc Degree in Sustainable Urban Mobility Transitions at KTH Stockholm and TU Eindhoven. He also has a BSc in Energy Engineering from Politecnico di Milano.
Previous to Factual, Pietro started to work in several European projects including SmartHubs, PHOEBE and UPPER, and he continues to work on them.
Together with Miquel Nadal, he is co-authoring the study: “Microincentives for Sustainable Mobility in Europe”. Passionate about cities and urban mobility challenges and solution, he believes in the potential of microincentives for nudging more sustainable behaviour and promote multimodality and active mobility.
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