Sustainability specialist Thrust Carbon has added 'nudge' notifications to its Engage tool, which are designed to encourage more sustainable travel choices.

The new feature delivers ¡°targeted and customisable¡± messaging direct to travellers through ¡°any internal communication channel¡±. Nudges can be delivered at multiple stages of the travel planning and booking process, including for example: when a traveller is known to need to travel but has not yet booked; in the 24 hours after a booking has been made to encourage the rebooking of a greener option; or upon return from a trip to encourage more sustainable decisions in the future.

According to Thrust, the notifications are informed by behavioural science and use the EAST Framework, which presents new behaviours as ¡®Easy, Attractive, Social, and Timely¡¯.

The first set of nudges presents comparisons of emissions and transit times for air-to-rail modal shifts, as well as the implication of changing carriers or travel class when booking air travel, and a trip return-on-investment analysis based on billable and non-billable trips, according to Thrust.

Moving forward, the company said it also plans to integrate incentivisation into its nudges.

¡°Employee engagement in sustainability is evolving rapidly,¡± said Robbie Moore, head of engineering ay Thrust Carbon. ¡°We¡¯ve moved beyond simply educating travellers about emissions to actively influencing behaviours through smart, science-backed interventions,¡± he said in a statement.

The nudge notification suite is available to all Thrust Engage users, and the company reports that early adaptors have seen ¡°measurable improvements¡± on trial routes.