Rory Sutherland, a heavyweight in behavioral economics and advertising, is shaking up how we think about transportation. He believes the traditional quest for the fastest route misses a crucial point: people don’t just want to get from A to B quickly, they want to feel in control and comfortable along the way.
In his talks and his book "Transport for Humans," Sutherland calls out conventional timetables for focusing on slashing journey times. But if trips are unpredictable or schedules jump all over the place, passengers get anxious. Humans crave certainty over speed. Knowing exactly how long a train journey will take, even if it’s a bit longer, lets people mentally prepare, settle in, and relax. That predictability beats the stress of rushing or not knowing what’s coming next.
This insight emerges from behavioral science. Unlike the mythical "Homo economicus" who chooses transport options based purely on logic and cost, real humans make decisions under stress, juggling comfort, control, and convenience. A delay spoils the mood far more than a steady, consistent ride that respects passengers' need for certainty.
Sutherland argues transport planners should embrace this psychology. Success isn’t about speed or throughput, but designing journeys that feel manageable and pleasant. This might mean timetables emphasizing regular, reliable intervals rather than the technically fastest connections, or services that provide passengers with small comforts like wifi or predictable stops.
Ultimately, he sees transport not as a logistics problem but as a human experience to be crafted. Passengers want to feel safe, in control, and less hurried not constantly chasing seconds. By accepting that travel time isn’t wasted time, transport systems could focus on making journeys that people don’t dread but look forward to. That’s the kind of progress worth chasing.
