Sustainability intelligence firm Thrust Carbon has unveiled a new suite of behavioural ‘nudge’ notifications designed to encourage more sustainable corporate travel choices.
The technology draws on the EAST framework (Easy, Attractive, Social, Timely), created by the UK’s Behavioural Insights Team, and delivers targeted, customisable prompts via any internal communications channel.
The first set of nudges includes:
• Air-to-rail switches: side-by-side comparisons of emissions and journey times, showing the benefits of choosing train travel.
• Carrier and class of travel switches: highlighting the impact of alternative options.
• Trip return-on-investment analysis: distinguishing between billable and non-billable trips to support smarter decision-making.
Future iterations will explore incentives to further amplify the effect of nudges, combining behavioural science with rewards for sustainable choices.
Early adopters are already reporting measurable improvements on trial routes, according to Thrust Carbon.
Robbie Moore, Head of Engineering, said: “Employee engagement in sustainability is evolving rapidly. We’ve moved beyond simply educating travellers about emissions to actively influencing behaviour through smart, science-backed interventions.”
With business travel under growing scrutiny from regulators, investors, and employees, Thrust Carbon’s approach demonstrates how behavioural economics can help companies meet sustainability targets without relying solely on restrictive policies.
The tool is available immediately to users and integrates into existing corporate systems, offering businesses a scalable way to drive measurable reductions in travel emissions while maintaining flexibility for travellers.