Prof. Sam Cromie over 26 years’ experience of action research, training and consultancy in healthcare, aviation, pharmaceutical, process, manufacturing and maritime sectors. He has worked with a variety of organisations including as Aer Lingus, Rolls Royce, Airbus, British Airways, SAS, Cathay Pacific, EASA, Pfizer, BP & Statoil. The focus of his research has been on developing a sophisticated understanding of the application of human factors and behavioural psychology principles in real operational systems. His research has shifted in recent years from safety and quality as system outcomes to sustainability and wellbeing. A key theme of his current research is on developing a rich understanding of trip mode decisions and how to most effectively influence them in a more sustainable direction.