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THE GENIUS SOLUTION TO GETTING PEOPLE TO WALK MORE | Rory Sutherland #rorysutherland #madmasters

MAD//Fest London0:44

Transcription

I met somebody who is the UK's walking saw. And I said, "Well, what do you do?"

And they said, "Well, we our job is to encourage people to walk more. We campaign for more foot paths, you know, uh, better pedestrian access to things. We campaign for pedestrianization."

And I said, "What about seating?"

And the guy looked at me as if I was nuts. I said, "Look, very fit people need more footpaths, but frankly, Britain hasn't got a shortage of horizontal surfaces. You know, the problem with the elderly or people who are marginally disabled or the people who need to walk more than they do is if they do start walking, there's nowhere to sit down. And so sometimes the solution to getting people to walk more might be twofold. Yes, you campaign for more foot paths, but you also campaign for more benches."