Pete Dyson joined Ogilvy’s Behavioural Science Practice in 2013, and in 2020 he joined the UK Department for Transport as Principal Behavioural Scientist, tasked with the Covid-19 response, sustainable behaviour change and establishing a dedicated behavioural science team. Pete is also a semi-professional Ironman triathlete, and in 2021 he broke the record for the fastest non-stop cycle from Land’s End to London (290 miles in 11 hours 49 minutes). Transport For Humans was been written in a personal capacity and does not reflect government policy. All of the data and other sources used in this book are in the public domain.
