How sport can inspire sustainable travel 

Download Katie’s ZC3 keynote slides

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

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Community, convenience and climate concern

Katie began by exploring why people choose how they travel. While concern for the environment plays a role, day-to-day decisions are usually shaped by convenience, cost and habit. Ease of use, time-saving routes, health benefits and affordability are often stronger motivators than climate messaging alone. 

She highlighted research showing that over 70 percent of UK residents are concerned about climate change, yet many believe that others care less than they do. This creates a perception gap that discourages action. By making sustainable choices more visible and socially supported, organisations can overcome this barrier and build stronger community norms around greener travel. 

Over 70 percent of UK residents are concerned about climate change, yet many believe that others care less than they do.

Sport as a platform for behaviour change

Sports communities offer a unique opportunity to influence behaviour at scale. With strong local networks and trusted voices, clubs can connect with fans in meaningful ways. Katie shared examples where clubs worked with supporters to identify and address travel barriers – such as poor lighting or a lack of public transport – and co-designed practical solutions. 

Matchday initiatives included free bus travel, improved walking and cycling access, and coordinated messaging that framed sustainable travel as part of being a proud supporter. These interventions not only reduce emissions but enhance the matchday experience, creating a sense of shared achievement. 

Small pledges, big impact

Katie also discussed the power of pledges – simple, visible commitments to change a behaviour, such as cycling to work or using a reusable water bottle. When people see the collective carbon savings from these small actions, it helps them understand the broader impact of their choices. 

Research shows that these public pledges create a ripple effect. Individuals feel more optimistic, more connected to others, and more empowered to keep making changes. By celebrating progress rather than focusing on guilt, organisations can build lasting momentum. 

Recommendations for organisations

To finish, Katie offered practical guidance for organisations and community groups wanting to support sustainable travel. She emphasised the importance of working with people rather than imposing solutions from the top down. Co-developing interventions with staff or residents can help uncover hidden barriers and unlock new ideas. 

She also encouraged avoiding negative messaging. Instead of framing climate action as a sacrifice, focus on what people gain – from better health to stronger communities. Highlighting the collective benefits of small steps can make change feel meaningful, positive and within reach. 

Download Katie’s ZC3 keynote slides

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

DOWNLOAD KATIE’S SLIDES