Barriers and motivators to carpooling: a case study 

Download Livvy’s ZC3 slides

To reflect on Livvy Drake’s insights and share them with your colleagues, please click below to download her slides.

DOWNLOAD LIVVY’S SLIDES

The Save Today, Play Tomorrow project

The BCFA’s award-winning Save Today, Play Tomorrow initiative aims to reduce the environmental impact of grassroots football across the West Midlands. Recognising that individual car journeys to matches and training contribute significantly to local transport emissions, the BCFA partnered with Mobilityways to establish a Liftshare community and explore how carpooling could make a difference. 

Livvy’s work examined the reasons why parents and players often drive alone, despite the apparent advantages of sharing. Through behavioural research and targeted interventions, the project set out to shift these travel habits and promote sustainable alternatives. 

Through behavioural research and targeted interventions, the project set out to shift these travel habits and promote sustainable alternatives.

Understanding barriers and motivations

Initial research revealed that the reasons for not sharing lifts went far beyond convenience or cost. Many parents felt too time-pressured to coordinate travel, especially when juggling family routines. The logistics of carrying bulky sports gear, managing children’s safety and the lack of familiarity with other parents were also significant obstacles – particularly heightened during the pandemic. 

Motivations to share varied too. Those attending away games or who already knew other parents socially were more open to car sharing. The project found that recognising and responding to these differences was critical to shaping effective interventions. 

Tailored interventions that made a difference

To overcome the identified barriers, the project team designed targeted strategies. Coaches, seen as trusted figures within teams, helped connect parents who lived nearby. Messaging focused on real examples from the community, making liftsharing feel normal and achievable. 

Rather than a blanket approach, the team adapted their methods to suit different contexts, for instance, promoting liftsharing more heavily for away fixtures or where social networks were already in place. These small, human touches helped turn a good idea into everyday practice. 

Lessons for zero carbon commuting

This case study provides valuable insights for any workplace or community group looking to cut commuting emissions. Behaviour change is more likely to succeed when interventions are simple, social and supportive. Key lessons include: 

• Understand what is really stopping people. Surface-level assumptions about cost or time may miss deeper concerns like trust or identity. 
• Use voices that people listen to. Change is more effective when prompted by someone relatable, whether a coach, manager or peer.
• Make sustainable choices easy. Whether through digital tools, social networks or real-life examples, reduce the effort needed to try something new. 
• Connect behaviour to benefits. Emphasise the personal, social and environmental gains that come with changing travel habits. 

Download Livvy’s ZC3 slides

To reflect on Livvy Drake’s insights and share them with your colleagues, please click below to download her slides.

DOWNLOAD LIVVY’S SLIDES