MnDOT Strategies for VMT Reduction
Minnesota
Project Summary
To support a statewide goal of reaching net zero greenhouse gas emissions and reducing vehicle miles traveled (VMT) by 2050, the Minnesota Department of Transportation (MnDOT) partnered with Toole Design to study behavior-change and culture-building models and identify transferable strategies.
The study found that lasting behavior change is built through a multi-faceted approach grounded in trust, positive reinforcement, accessibility, and infrastructure that supports mode shift. This information will help inform communication, market research, and engagement efforts to advance the 20% per capita VMT reduction target by 2050.
Expertise Applied
As part of the research, our project team conducted a comprehensive literature review and facilitated focus groups and interviews with professionals across a wide range of sectors, including public agencies, private firms, nonprofit organizations, and advocacy groups. Participants shared insights from diverse initiatives, all centered on culture-building or behavior-change strategies. Based on these findings, the team identified several key recommendations for effective behavior-change programming:
- Tailor strategies and messages for target audiences.
- Partner with trusted community organizations and credible messengers.
- Focus on removing barriers to make it easy and convenient for people to shift their travel mode.
- Keep the messaging positive and joyful.
- Pair financial incentives with free or low-cost resources (such as free helmets).
- Support all these strategies with essential physical infrastructure, such as trails, transit options, and bike racks.
