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Pete Dyson

Behavioural Scientist & Co-Author of Transport for Humans

Pete Dyson joined Ogilvy’s Behavioural Science Practice in 2013, and in 2020 he joined the UK Department for Transport as Principal Behavioural Scientist, tasked with the Covid-19 response, sustainable behaviour change and establishing a dedicated behavioural science team. Pete is also  a semi-professional Ironman triathlete, and in 2021 he broke the record for the fastest non-stop cycle from Land’s End to London (290 miles in 11 hours 49 minutes). Next time he’ll take the train.
The book has been written in a personal capacity and does not reflect government policy.