'It is more than worth changing our travel behavior'

Just before Christmas, Iwan Arts is saying goodbye as program manager of Brainport Bereikbaar. He looks with pride at the impact the team is making on the accessibility and liveability of the region. His message? 'Keep going, every step towards behavioral change makes a difference!'

When did you start at Brainport Bereikbaar?

In April 2021 when a program had to be made from a decision. Paul Veelenturf and I became the program managers. We both actually didn't have time for it, but we couldn't let such a great assignment pass us by.

What made the assignment so special for you?

The fascinating region, the complexity of the assignment and the focus on behavioral change. I always find the latter interesting. I have a technical education but after that I mainly focused on people. Why do you do what you do? Early in my career I started to manage, from 2013 I started to apply my focus on human behavior more in project and program management. At Brainport Bereikbaar it all came together. Moreover, I get satisfaction from the goal: better accessibility and liveability of the region where I live myself.

Do you think the program achieves enough in this regard?

I definitely think that Brainport Bereikbaar makes a big contribution. Behavioural change starts with awareness. We have worked hard on that and we are still doing so. For example, at the table with organisations: how is your mobility policy structured, what do you want with it, where is the potential to travel differently? At the same time, we work with products and services very concretely on results on the street. That is also really necessary for our biggest goal: different travel behaviour.

Why is that result on the street so important?

People almost always look for the path of least resistance. And in mobility, that is the car. If you want to persuade them to make different choices, you have to stand next to someone, so to speak, ask why they choose a travel option and show them how it can be done differently. I think that this has been quite successful in recent years. This is also evident from what we measure: working on behavioral change has an effect. Moreover, it is a lot more attractive than investing in infrastructure. If a road becomes congested, people may still opt for cycling or public transport. Add a lane and people get back in the car. Only when that lane fills up do they make a new decision. Investing in lanes is short-lived. Behavioral change is often permanent. In the coming years, we will link this even more to investments in infrastructure and area development.

Which projects are you most proud of?

Then I always do someone or something an injustice: there are so many great examples. But okay, I think the Bikeschool is a nice one. A fairly small project that makes a difference with something that is so obvious that you think it has been around for a long time. But try finding a place to learn to cycle as an adult. BZOB is also great because so many things come together there: shared mobility, hub, public transport and even a self-driving shuttle. It also clearly shows our collaboration with all kinds of parties such as the municipality, the transporters, the business park, the employers. I would also like to mention the new construction project De Caai. There we are looking with the municipality of Eindhoven and the project developer at how we can help residents to travel differently. What we learn there can be used everywhere to get fewer cars in a neighbourhood. That is greener, healthier, more sustainable: much better for all of us.

How do you see the future of Brainport Bereikbaar?

Sunny! The success has been confirmed by the extension of the program for the next six years. There is a strong team with a lot of energy and in Isabelle Prohn a program has a driven, skilled program manager. What I am a little concerned about is whether the region sufficiently realizes the impact behavioral change can have if you put a lot of effort into it. Make use of Brainport Bereikbaar, it is a program that other regions are yearning for. Give the team the space to do what it can do. For example, when building infrastructure, always look first at human behavior and what is needed to change that. Start with customer journeys and remove thresholds that people experience. Also include people in your plans. You can change behavior more easily at life-changing moments. Is a fast cycle route coming to a housing project? Let the new residents know so that they don't just buy a new car. Our team has all the knowledge and experience to help with the plans and the implementation.

For yourself, you find it time to say goodbye. What are you going to do?

At the municipality of Den Bosch I will be department head of the team that deals with program, project, process and in the future also portfolio management. In recent years I worked from my employer P2 for more clients than just Brainport Bereikbaar, I felt the need for more focus.

What will you miss about Brainport Bereikbaar?

The team! I often hear from guests how much energy we radiate and there is a real atmosphere of being a whole. Together we are Brainport Bereikbaar. That is special in a team with many consultants and freelancers.

Do you have any message for your colleagues?

Please make sure that the region remains easily accessible for me, haha! I live in Hapert and will soon have to travel to work via Eindhoven - mostly by public transport. No, seriously: keep going! Changing behavior requires a lot of patience. But with every small step you take, you change something in people's minds. Keep going, you can already be proud of the results now, soon there will be even more!