We’re investing in mass transit. Will people ride?

The Infrastructure Investment and Jobs Act represents a generational shift, dedicating $461 billion to projects nationwide, including $91 billion investment in transit. Building the infrastructure is the first step. A bigger challenge is how to motivate people to use it.

Three “Yeses.”

In the years I’ve worked in behavior change, I’ve seen that driving transit use goes way beyond “creating awareness.” Success depends on addressing the core beliefs that shape people’s decisions. ?

Three subconscious questions arise when considering any new behavior.

1. Can I Do This?

If people think riding transit is impossible, they won’t try it. Often, the barrier isn’t logistical— it’s a perception. Perceived barriers like, “I’ll be late for work” and “It’s not safe” signal a loss of control.

?Your messaging can flip this perception:

???Show how transit gives back control: save time, reduce stress, be more productive, free yourself from traffic

??Use targeted nudges to encourage trials like, “Skip traffic on game day.”

Here are examples of messaging that positions riding transit to gain control.

2. Will It Make A Difference?

People need a clear ‘why’ before they commit to new behaviors. Transit messaging should focus on immediate, personal benefits:

• Cost savings: Highlight how much riders save monthly compared to driving.
• Time for self-care: Position transit as time for relaxation, catching up on emails, or even reading.
• Stress reduction: Frame transit as a way to avoid traffic chaos.

Avoid the “Should” Trap

Environmental and societal benefits sound compelling, but they rarely inspire someone to try transit. Years of focus groups have taught me this approach backfires because:

1. It presents a problem too big for one person to solve.
2. It feels like finger-wagging, which demotivates action.

Instead, use these messages to sustain behavior: show how transit riders collectively reduce emissions or share success stories of organizations making a difference.

?Here are examples of showing one company’s impact to continue the behavior.

3. Do People Like Me Do This?

We’re all influenced by what our peers do. Effective transit marketing highlights relatable role models, for example:

• Young professionals: Showcase networking time on the train.
• Parents: Highlight family-friendly routes or safe ways to commute with kids.
• Region-specific audiences: Use familiar local settings or events to make transit feel relevant.

When people see others "like them" using transit, it validates their choice and reduces the perceived risk of change.

Here are segmenting messages based on peer groups, in this case, lifestyles.

Motivating Transit Behavior

Driving transit use isn’t about spreading awareness—it’s about answering the personal, subconscious questions people ask before trying something new:

• Can I do this?
• Will it make a difference?
• Do people like me do this?

By addressing their concerns, reflecting their values, and showing relatable examples, we can make transit feel not only possible but part of people's daily routines.

About Me

With years of experience in behavior-driven campaigns, I specialize in creating messaging that inspires positive change. I’ve partnered with organizations like the Georgia Department of Transportation, MARTA, The State Road Tollway Authority (PeachPass), The Clean Air Campaign, and Georgia Commute Options to break down barriers and build incentives that change how people travel.