Thrust Carbon, the sustainability intelligence company, has introduced a suite of nudge notifications to drive sustainable business travel decisions.
Based on the EAST framework developed by Behavioural Insights Team, the global research and innovation consultancy, the innovation delivers targeted and customisable messaging to travellers through any internal communication channel.
The nudge must present new behaviour as:
Easy to switch to, as any barrier will make the nudge less effective
Attractive to the individual, providing some benefit or incentive to make the change
Social at its core, showing that other people are carrying out the behaviour
Timely, delivered at the opportune moment to influence behaviour
Thrust Carbon’s first set of nudges are actionable air-to-rail switches, which deliver side-by-side emissions and transit time comparisons with the implications of switching for the traveller.
The suite also includes switching carrier or class of travel and trip return-on-investment analysis, based on billable against non-billable trips.
In the future, Thrust Carbon will explore how incentivisation can multiply nudge power.
Thrust Carbon’s behavioural nudge technology is available immediately to users. Early adopters are reporting measurable improvements on trial routes.
Robbie Moore, Head of Engineering at Thrust Carbon, said: “Employee engagement in sustainability is evolving rapidly. We’ve moved beyond simply educating travellers about emissions to actively influencing behaviour through smart, science-backed interventions.”
The announcement came as Thrust Carbon’s Advisory Team was voted Sustainability Team of the Year in the 2025 Business Travel People Awards.
