Thrust Carbon has launched new "nudge notifications" capabilities to encourage travelers to choose sustainable behaviors, the company announced.
The new suite of tools can deliver targeted, customized messaging to travelers through their preferred internal communication channel, according to Thrust. The first set are designed to encourage travelers to switch from air to rail travel, providing travelers with side-by-side comparisons of emissions, travel times and the effect switching would have. The suite also includes messaging around switching carriers or class of travel and analysis of return on investment of trips based on whether they are billable, the company said.
Thrust said it based the communication on a framework developed by U.K.-based global research firm Behavioural Insights Team, which dictates that behavioral changes are presented as easy, beneficial to the traveler, delivered in a timely manner and in the context of showing others are also carrying out the same behavior.
"We've moved beyond simply educating travelers about emissions to actively influencing behavior through smart, science-backed interventions," Thrust Carbon head of engineering Robbie Moore said in a statement.
Thrust said it also is exploring incentivization as a way to encourage behavior changes more strongly.