Abstract
The author presents a case–study of how a large private sector company has tried to respond constructively to current government policies on transport. The focus for implementation has been a Green Travel Plan (GTP), developed for company employees. A successful GTP needs to change the culture of the organization, provide both sticks and carrots to encourage sufficient numbers of people to change their travel habits. Delivering either or both of these requires a consistent and sustained approach by policy–makers, to match the efforts of private firms. Effective change depends of integrating the efforts of central government, local authorities, business, transport operators, police, the Highways Agency, individuals and the press.
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