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03 October 2023

Navigating Challenges in Promoting Sustainable Travel within Workplaces

by Tara Clark, Project Manager at GO Travel Solutions


In today's world, sustainability is no longer just a buzzword; it's a fundamental aspect of corporate social responsibility (CSR). Workplaces are increasingly recognising the importance of integrating sustainable practices into their operations, including sustainable travel. Sustainability professionals within these organisations play a pivotal role in driving these initiatives forward. However, they often face unique challenges when tasked with promoting sustainable travel. Within this article, we shall delve into the typical challenges faced by staff responsible for sustainability in workplaces as they endeavour to promote sustainable travel. Additionally, we will offer strategies for effectively addressing these issues.

Challenges in promoting sustainable travel

  1. Employee resistance: One of the most significant challenges sustainability professionals face is employee resistance to change. Many employees are accustomed to their usual commuting habits, such as driving alone to work, and may be resistant to adopting more sustainable alternatives.

  2. Lack of awareness: Employees may lack awareness of sustainable travel options, such as public transportation, carpooling, biking, or walking. This lack of knowledge can be a significant barrier to change.

  3. Limited infrastructure: Insufficient infrastructure for sustainable travel, such as bike lanes or public transportation systems, can hinder employees' ability to choose these options.

  4. Resource constraints: Sustainability professionals often encounter resource constraints, with very small budgets, which can make it challenging to implement initiatives that encourage sustainable travel.

  5. Measuring impact: Demonstrating the impact of sustainable travel initiatives can be difficult. It may take time to gather data and analyse trends to show the positive effects of these efforts.

  6. Solution unawareness: Sustainability experts may not possess complete knowledge or grasp the potential measures that could enhance the organisation, such as shuttles, bike charging, or even more progressive solutions.

Strategies for overcoming challenges

  1. Education and communication: Address employee resistance by providing education and clear communication about the benefits of sustainable travel. Use internal communication channels to share success stories, tips, and resources.

  2. Awareness campaigns: Launch awareness campaigns that highlight sustainable travel options available to employees. Provide information about public transportation routes, cycling services and carpooling websites.

  3. Infrastructure improvements: Advocate for and collaborate with relevant stakeholders to improve sustainable travel infrastructure. This might include lobbying for more bike lanes, supporting public transportation initiatives, or working with local authorities to enhance pedestrian pathways.

  4. Resource allocation: When facing resource constraints, prioritise sustainable travel projects based on their potential impact. Consider allocating resources to initiatives that offer the most significant benefits, such as subsidising public transportation passes or providing incentives for travelling sustainably.

  5. Data collection and analysis: Invest in data collection and analysis to measure the impact of sustainable travel initiatives accurately. Track key performance indicators (KPIs) like reduced carbon emissions, decreased parking demand, or increased usage of public transportation.

  6. Employee engagement: Engage employees in the decision-making process. Create employee-driven committees or focus groups that can provide feedback and suggestions for sustainable travel improvements.

  7. Flexible work arrangements: Advocate for flexible work arrangements, such as telecommuting or compressed workweeks, which can reduce the need for daily commuting and promote sustainable travel options.

  8. Recognition and rewards: Implement recognition and rewards programs for employees who actively choose sustainable travel options. Consider providing incentives like gift cards, preferred parking spaces, or extra paid time off.

  9. Staff benefits: Staff benefit packages such as SmartGO ( can provide your employees with discounts at cycling retailers or public transport providers.

  10. Continuous improvement: Sustainability professionals should continuously assess and adapt their sustainable travel initiatives based on feedback and changing circumstances. Adopting a sustainability-focused Travel Plan can be a great tool to monitor and evaluate progress. A willingness to learn and evolve is crucial for long-term success.


Sustainability professionals in workplaces face unique challenges when tasked with promoting sustainable travel. However, with the right strategies,  and a commitment to change from the key business decision makers, these challenges can be overcome. Encouraging sustainable travel not only reduces environmental impact but also fosters a culture of responsible corporate citizenship. By combining education, awareness campaigns, infrastructure improvements, resource allocation, and data-driven decision-making, sustainability professionals can drive positive change and create a more sustainable future for their organisations and communities.

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