Behavioral Change and Social Innovation Through Reward: An Integrated Engagement System for Personal Mobility, Urban Logistics and Housing Efficiency

A significant role among soft mobility measures to influence people's mobility choices and to raise awareness is played by the provision of targeted information. The integration of user-centered design, social innovation, portable devices, and sensors may have a role in influencing people's choices and consumption patterns. The paper presents two ongoing works that investigate, design and develop tools for valuing people's positive behaviors and rewarding choices in the domain of mobility and energy. The objective of such tools is both to raise people's awareness and to engage it into a collaborative environment, in order to meet a common set of targets. The strategy adopted in both the cases is based on linking “bottom-up” with “top-down” approach, i.e. by making people to behave and to make choices coordinately with decision maker's (i.e. the Public Administration or the Administrator of the system) objectives. The first regards Opti-LOG, a project co-funded by Regione Lombardia under the Smart Cities and Communities program, which concerns last-mile delivery with low emission and zero emission vehicles. The second case regards Sharing Cities, a H2020 project that includes a pilot project in the Municipality of Milano, where the focus is on citizen engagement and behaviors in the domains of personal mobility and energy. The system, by enabling mechanisms of collaboration, sharing and human capital generation, tackles the objectives of lowering energy consumption and promoting sustainable mobility and contributes to the weaving of a more cohesive social tissue.