Group
Behavior, Research

Interventions to encourage working from home

In the spring of 2023, the Duwtje agency, commissioned by Brainport Bereikbaar, experimented with various behavioral interventions to encourage working from home. Two interventions from Gemert-Bakel produced promising results. Would you also like to roll out these interventions in your municipality with the help of Brainport Bereikbaar? Which can!

Knowing more?
Contact Anja Hannema via anja.hannema@brainportreachbaar.nl.

Intervention 1: the municipality working from home day

Insight

One of the main reasons why people default to the office is because they otherwise miss contact with colleagues. Both from the functional and the social aspect. Various studies show that working from home feels uncomfortable for people, as if you are on your own. Functional contact can largely continue to exist if people work from home. But we can hardly replace the social aspect. Or is it?

Approach

On behalf of the municipality of Gemert-Bakel, all residents have been invited to work from home on January 23 and 30. All relevant households (6,000 addresses) received an invitation including a free coffee voucher. There were posters hanging throughout the village and a recognizable flag stood at the Barista. One could hardly have missed this promotion!

Result

Using license plate research, the driving behavior of cars in the municipality was mapped (anonymized) for 3 weeks. Two preliminary measurements and 1 home working day were recorded by two cameras on the N272 towards and from Eindhoven. After evaluation of registration, 1,600 motorists remained for the intervention. There is a significant drop of 14% in traveling commuters on the work from home Monday.

"Quite a few people from my neighborhood came to visit. We are now going to meet up while working from home!"

Intervention 2: the door hanger

Insight

Travel time is often seen as wasted time. It is a sore point for many, as our behavioral analysis showed. The same study showed that people can concentrate better and work more efficiently at home than at the office. Yet not everyone works from home. The travel time and the disadvantages surrounding concentration and efficiency in the office are signals of wasted time.

Approach

Lost time is the main trigger in this intervention to encourage working from home. When returning home, the traveler's frustration is greatest. He wasn't able to do everything he wanted at the office and he was also on the road for a long time, pfff. After opening his front door, he sees the door hanger on the mat. “Welcome home, how was your trip? That car ride is a waste of time, right? What would you have liked to do in the lost time?” The questions on the door hanger are intended to make the traveler think. The call on the door hanger is to schedule a (fixed) home working day.

All homes in Bakel, Milheeze and Rips Bakel received a door hanger. Except for homes with a no/no sticker and nursing homes. A total of 3,000 door hangers were distributed.

Result

Using license plate research, the driving behavior of cars in the municipality was mapped (anonymized) for 3 weeks. Two preliminary measurements and 1 home working day were recorded by 2 cameras on the N607 towards and from Eindhoven. After evaluation of registration, 615 motorists remained for the intervention. A decrease of 20.8% in travel movements was registered after implementation of the intervention. That makes the intervention promising.

Disclaimer: an additional measurement is needed to be able to make statements about the decrease in travel movements. Also, the result cannot be linked to 100% to the door hanger, because we cannot trace back exactly who has seen the hanger among registered commuters.

This intervention in your municipality?

The work-from-home day and door hanger have led to promising results in Gemert-Bakel. Brainport Bereikbaar wants to investigate whether the effects are also found if the interventions are rolled out in another municipality. That is why we are now offering two municipalities a one-off offer. We will roll out the promotions free of charge to residents in your municipality! First come, first served, so be quick.

en_GBEnglish (UK)