Reducing car use to support local climate goals: The potential role of small and medium-sized employers

Widespread adoption of Transport Demand Management (TDM) would significantly reduce congestion, pollution, and carbon emissions. Employers can implement some TDM measures more quickly and acceptably than measures which must be implemented by authorities. This study evaluates the role of employers in achieving TDM targets, including small and medium employers (SMEs). The role of SMEs in implementing TDM strategies has been under-researched despite them comprising most private-sector employment. We evaluated demand for employer-led TDM measures using a Travel to Work survey from the West of England (n=20,017). Employees commuting by car reported which measures would facilitate walking, cycling, public transport, car-sharing to work, and purchasing a battery electric vehicle (BEV). We categorised these ‘enablers’ based on whether they could be implemented by employers (e.g., lockers) or required government action (e.g., cycle lanes). Results suggest authority-led measures, like improved infrastructure and public transport provision, are the primary enablers of modal shift. However, employers can meaningfully support shifts to walking, cycling, car sharing, and purchasing a BEV. Employers should prioritise the adoption of showering facilities, drying rooms, storage lockers and secure cycle parking to achieve modal shift. SMEs could enable an equal, if not greater, proportion of their employees to cycle as their larger counterparts. Results invite a re-assessment of the impact of area-based workplace travel plans. Overlooking the role of SMEs in TDM risks missing a rapid and acceptable approach to decarbonisation. Constrained authorities could re-assess area-based travel plans to capitalise on this opportunity to influence commutes through these trusted middle actors.