What We Learned About The Future of Active Travel
With a (still fairly) new Government in place and some strong alignment with their mission-led policy agendas, it should be a good time for active travel. While there are certainly reasons to be cheerful, politics changes fast and it’s never quite smooth sailing. It felt like an opportune time for a detailed discussion on the future of cycling, walking and wheeling - and how those who share our mission of getting more people moving can support change locally and nationally.
Fusion’s “The Future of Active Travel” (19 March 2025) event brought together some of the most influential voices in transport including Chris Boardman CBE (National Active Travel Commissioner, Active Travel England), Ruth Cadbury MP (Chair, Transport Select Committee) and Trudy Harrison (Former Minister & Senior Advisor, Fusion). The discussion, chaired by Fusion’s CEO, Adam Tranter, covered policy, infrastructure, public engagement, and messaging strategies for promoting active travel. Here are some of the things we learned.
(L-R) Adam Tranter, Trudy Harrison, Chris Boardman CBE and Ruth Cadbury MP
Reframing Cycling: Normal People Doing Normal Things
One of the key themes was the need to change how cycling is presented. This is something as an agency we have been working on with clients and with our own #BikeIsBest campaign. Chris Boardman stressed that cycling should not be seen as an extreme activity requiring high-visibility clothing and helmets. Instead, it should be portrayed as an everyday mode of transport, no different from walking.
He highlighted a simple but powerful image: two teenage girls in the Netherlands cycling side by side in ordinary clothes, smiling and chatting. This is the vision we should be working towards—cycling as a normal, everyday activity, free from unnecessary barriers.
A recurring theme was the need to shift how we talk about active travel. Boardman pointed out that focusing on “taking away parking” or “restricting cars” alienates many people, while talking about children’s independence, cleaner air, and safer streets resonates across political divides.
He stressed the importance of emotion over data in messaging. While statistics are useful, cultural change happens when people connect personally with an issue.
Seizing Opportunities in Policy and Funding
The discussion highlighted the importance of timing and political momentum in securing funding and policy commitments for active travel. Trudy Harrison reflected on her time in government, noting how external factors, such as COP26 and the push for net zero, created a political climate where bold policies like Gear Change could be implemented. The lesson? Advocates must be ready to act when opportunities arise. Labour’s missions in Health, Safer Streets and Devolution are prime opportunities for change.
Making Everyday Changes That Add Up
Our discussion reinforced that big transport projects grab headlines, but small, everyday improvements make the most difference to people’s lives. Whether it’s creating safer crossings, improving pavement conditions, or tackling pavement parking, these are the kinds of interventions that improve accessibility and encourage active travel.
Ruth Cadbury raised concerns that active travel risks being sidelined amid competing transport priorities such as rail reform and bus franchising. She noted that, despite cross-party support for active travel, it is often not seen as a major issue in Parliament. This highlights the need for sustained advocacy in Parliament to ensure walking and cycling remain a priority.
Make It A Holiday
Trudy Harrison’s motto, we found out, is "Make every day a holiday". Think of the experience and the environment people get when they’re on holiday - their preferred mode of transport, if there’s the option, is typically cycling or walking. How can we embed that feeling into our everyday lives?
Adam Tranter made an interesting comparison: people pay thousands of pounds to visit Center Parcs, which is effectively a low-traffic neighbourhood. If these environments are so desirable for a holiday, why not create them where people live?
Opposition to low-traffic neighbourhoods often fades once people experience the benefits: safer streets, cleaner air, and stronger communities. Real-world examples show that once these changes are in place, they become popular. We need bold leaders and it’s our job to support those who see the future.
The Culture Wars
Chris Boardman highlighted a key barrier to active travel progress: Media resistance – A section of the press is actively opposed to change and frames active travel initiatives as an attack on motorists. In reality, more people using other modes of transport frees up our roads for people who really need to drive.
Fusion’s work in helping shape the narrative, explain the benefits and build consensus on active travel is clearly relevant. There is an opportunity to focus on children and their journey to school. Enabling more children to walk and cycle helps to instil lifelong habits and benefits the wider community.
The Importance of Health
Health is central to the case for active travel. Beyond reducing NHS costs, cycling and walking have a transformative impact on how young people engage with school and their communities.
Boardman shared some striking figures. If Active Travel England achieves its target of increasing active travel by 50%, the impact could include:
5.5 million more people being active
1.8 million fewer GP visits
Four million fewer sick days
Four Key Areas for Change
Trudy Harrison outlined four essential areas that need focus - four “C”s:
Curriculum – Every child should have the opportunity to learn to ride a bike as part of their education. It’s something we’re working on with our partners at The Bikeability Trust.
Capability – The right infrastructure must be in place to make cycling a viable transport option.
Confidence – Cycling groups and industry support to help build confidence and encourage participation.
Communication – The benefits of cycling should be clearly and relatably conveyed to the public.
The E-Bike Confusion
A major challenge is the misuse of the term ‘e-bike.’ High-powered, illegally modified electric motorcycles are often wrongly categorised as e-bikes, leading to confusion and negative perceptions of the industry as a whole.
At the same time, many of those riding these illegal bikes are among the most exploited workers in society, often forced into unsafe conditions due to financial pressures as they work to deliver the food we ordered. Ruth Cadbury highlighted that any policy solution must address both safety concerns and the wider issues linked to the gig economy.
How Industry Leaders Can Support Active Travel
Engage with Parents
Trudy Harrison made a strong case for focusing on parents and carers,. If cycling is made more accessible for children, parents will be more likely to follow. The industry should focus on engaging with parents and carers and creating family-friendly cycling environments.
Focus on Outcomes
Chris Boardman stressed the importance of connecting people with the benefits of active travel rather than just promoting cycling itself. Instead of discussing bike lanes, the conversation should be about safer streets, cleaner air, and greater independence for children.
Engage in Public Affairs
Ruth Cadbury pointed out that too few SMEs, charities and local campaign groups engage with government and Parliament. Large corporations have dedicated lobbying teams, but the cycling industry and active travel advocates need to ensure their voices are heard.
Final Thoughts
The Future of Active Travel event made one thing clear: we already know what works, but we need to improve how we communicate it. By focusing on making cycling a normal part of everyday life, improving infrastructure, and appealing to people’s emotions, we can make active travel more appealing and accessible.
Advocates, businesses, and policymakers must now push harder than ever to make active travel a core part of transport policy.
At Fusion we’re here to help you do this. Our goal is to move people and get more people moving. Fusion is a partner for brands looking to make change and create fresh ways to talk to stakeholders, customers and the media.To find out more about Fusion’s Public Affairs work, get in touch.
