Healthy lifestyles to boost sustainable growth (STYLE)
The STYLE project researchers and boosts sustainable economic growth by enhancing everyday physical activity in a way that increases the share of daily bicycling, walking and other modes of active transport. Currently daily physical activity recommendations are met with only a third of children and adolescents and one fifth of adult population, but recent analyses show that increasing walking by 20% would generate health benefits worth 4 billion € in Finland. In addition, the economic branch around physical activity, the ‘sports cluster’, has grown rapidly in Finland and is estimated to total 5.5 billion €. There is considerable latent demand of increased modes of active transport and the hegemonic position of the passenger car seems to be deceasing. How can these rising trends be harnessed to ensure that a sustainable change in transport modal split would take place in a way that creates new business opportunities?