Dawn Rahman: Changing behaviour, one journey at a time

Dawn Rahman is a Principal Consultant in the Sustainable Mobility team, based in Birmingham. Her work focuses on encouraging behaviour change, helping people shift from private cars to buses, bikes, and walking. But for Dawn, it is never just about transport. It is about people. Her projects aim to remove the invisible barriers that make sustainable travel feel out of reach.

Projects rooted in empathy

One of Dawn’s most meaningful experiences was working on a process evaluation for Nottingham City Council. "The project involved reviewing a social prescribing initiative where people facing physical or mental health challenges were referred to activities like community walks and cycle training. Despite strong planning and good intentions, many participants needed far more support than expected."

Dawn’s review of material from the Council and other stakeholders highlighted how complex the scheme was to deliver. "This reinforces how behaviour change is not just about offering options but understanding motivations, barriers, building trust, and creating space for people to start slowly and safely."

A personal passion for cycling

Dawn’s work is informed by her own life, using a bike as her main form of transport for many decades. "I recently completed a PhD exploring the barriers facing mothers in the UK cycling with their children. This was inspired by my own experiences of cycling with my son. The research revealed that confidence, infrastructure, social pressure, and logistics all play a role."

She aims to apply that knowledge to a wider range of projects, especially those that promote cycling and make it more accessible and appealing to people from diverse backgrounds who are currently underrepresented in the cycling community. "My goal is to bridge the gap between aspirational policy and the everyday experience of those it affects."

Working as a team of many strengths

Dawn appreciates the value of diverse perspectives within the team. "Some colleagues are analytical, others creative or process driven. When they come together, their strengths complement each other. It is about building something better by working as a team."

Why join Integrated Transport Planning?

"This is a place for people who care about impact. Whether you are focused on data, storytelling, or systems, your voice matters. You will find a team that brings out the best in you, supports your growth, and shares a common mission to make travel more inclusive, sustainable, and human. If you want your work to reflect your values, there is space for you here."