Rory Sutherland on Behavioural Science in transport

Rory Sutherland is a global leader in Behavioural Science. As Vice President of Ogilvy, Rory’s mission is to educate the world on how people think. He is passionate about explaining that people are not rational - we make decisions based on how things make us feel and we justify our feelings later with ‘rational’ arguments. If transport companies realised this, it would change the way they plan everything. In a conversation rich in anecdote and example, Rory gives the transport industry the benefit of decades of accumulated wisdom in the science of thinking.