Traffic Culture for a Sustainable
Society
Linza Wells Executive Director
MDS Consultancy Group | MDS Traffic Planners &Consultants

The 9th GIFTS Symposium
Tokyo, Japan 1 December 2023

Background•

Graduate of the University of Liverpool with a BA(Hons) and University of London, SOAS MSc(Econs)•

Chartered Institute of Logistics and Transport - Best Student for Transport Planning•2004 was selected to attend IATSS Forum(Malaysia IATSS Forum Alumni)•

Currently Executive Director of MDS Consultancy Group and MDS Traffic Planners & Consultants•

Undertakes transport projects such as Masterplans, Business Plans, Feasibility Studies, in the areas of ports &shipping, ferries, cruise, public transport, highways, traffic, and railin Suzuka, Japan and Alumni member ofMIFA

Traffic Culture for a sustainable society
Main indicator for Sustainable Transportation from cultural perspective but not listed as KPI
now in practice -acceptance and use of shared and active transportation modes

12

Pedestrian safety
Can be measured by the
number of pedestrian injuries
and fatalities per capita. Aculture that values pedestriansafety is where people are
more likely to walk, bike, or
take public transport, andwhere drivers are more
mindful of pedestrians.

Public transportation usage
Can be measured by thepercentage of people who use
public transportation to get towork or school. A culture thatvalues public transportation
would be one where it is seen
as a convenient andaffordable option,.

34

Shared mobility
Can be measured by the
number of people who use
shared bikes, scooters, orcars. A culture that values
shared mobility would be one
Prepared for:where people are more likely
to choose these options overowning a personal car.

Evolving Transport Modes
To see new transportationoptions as a positive thing.
EV’s, mobility scooters,personal mobility vehicles.
Future people movers.

MDS Consultancy Group .

Current Scenario Vs Ideal Future Scenario
DESIRED FUTURE

CURRENTPrivateTransport

VS

PublicTransport

Equal
Access4

Ownership of Cars as a status symbol
Car culture

Culturecaninfluence
theacceptance and use of shared andactive transportation modes:

5Temperature influence
To what extent weather conditions affect transport mode choices

In order to create parking spaces trees need to be cut. Without trees
temperature increases and cycling or walking beyond a certain
distance becomes uncomfortable
Educate people about the benefits of sustainable transportation, bothfor the environment and for their own health and well-being.

This will help to reduce our environmental impact and create morelivable communities.
Current policy and planning does not support this. Green space
reduced in favour of roads and car parks

6

Changing the use of urban space
In order to produce fewer emissions, reduce traffic
congestion, and improve air quality we need toconsider the importance of urban planning holistically.
Whenever people are given green space where there
was none before, it gets utilized. It promotes physicalactivity and social interaction.
create more livable communities
In some cultures, there is a lack of infrastructure forwalking and biking. This can make it unsafe orinconvenient to use these modes of transportation

Bloomsbury, London

7

Five Elements in Road safety

Governments must approach it holistically

Education

ENFORCEMENTPOLICYROAD
SAFETYEVOLVING
ISSUESENGINEERING& PLANNING
8

Improving the Effectiveness of the Traffic Safety KPIs
Specific responsibilities that should be borne by all of the entities involved in mobility

Education

Policy &Enforcement

Engineering&Planning

Evolving• School curriculum should take the children through to the planning
process – to develop the right safety culture• Policies need to follow international standards – to create the righthabits and behaviour among users• Regulations that govern urban planning and design for any
development – must have safety rules and green agenda in place• Evolving traffic safety issues – EVs, Hydrogen powered vehicles,
personal mobility vehicles
9Road Safety Education
Efforts to develop a safe culture for road users – in a culturally challenging environment

MIFA led initiative in school Practical delivery of traffic
safety culture program
Instil road safety culture through road safety programmes

10Traffic and the challenge of Road Safety• Man takes his children to school daily on e-scooter• Family on a motorbike• E-scooter Regulations

Policy
Poor policy results from poor culture on road safety or lack of enforcement?

12

Enforcement
Various issues in enforcement – motorcyclist doing a stunt on a highway – motorcycles parked on pedestrian pavement – An overloaded bus or a lorry(economic needs versus safety)

13

Engineering & Planning
Mixed traffic - Faded road markings pose a danger - Uneven road & potholes

XT Junction - Reduced conflict points – which should lead to improved safety14Evolving Traffic and Road Safety Issues
Importance to consider in planning

Distracted Pedestrian

Personal Mobility Device

Autonomous vehicles

15

Silent Electric Vehicles

VTOL

Moving Foward
By taking these steps, we can make sustainable transportation the norm, not the exception

 Can be done through education and awareness campaigns, as well as by making shared and active transportation modes
more accessible and convenient.
 Educate people about the benefits of sustainable transportation, both for the environment and for their own health and wellbeing
 Make shared and active transportation modes more accessible and convenient. This could include building more bike lanes
and pedestrian walkways, improving public transportation infrastructure, and offering affordable fares and passes.
 Promote social norms that support sustainable transportation. This could be done through public awareness campaigns,
social media, and community events.
 Work with cultural leaders and influencers to promote sustainable transportation. This could include religious leaders,community elders, and celebrities.
 By taking these steps, we can make sustainable transportation the norm, not the exception.Focus on first/last mileconnectivity – to encourage public transport usage
16

 The industry is moving at a fast pace - regulators/Governments need to catch up‘A developed nation is measured not by how many poor people can own or drive theirown cars, but by how many rich people travel by public transport’

THANK YOU17