Young Driver Focus 2024
Thanks to James Evans of First Car for inviting me to take part in #YoungDriverFocus2024. I continue to push those seeking to change behaviour in any meaningful way to move beyond relying on strategies designed to simply inform and persuade. Human behaviour is complex and our actions are influenced by many more factors than having access to the right information (education based approaches) and holding the correct attitudes/beliefs (persuasion based approaches). If the sector is serious about saving the lives of our youngest and most vulnerable drivers, we need to accurately diagnose and address the many hidden blockers of safer choices and behaviour. Until such time, far too many young lives cut will be short or immeasurably changed on our roads.
Nicola