In a time where environmental regulations are increasingly becoming looser, entrepreneur Mark Cleveland believes that one of the biggest contributors to climate change — carbon emissions released by cars — can be solved through market forces.
Cleveland’s background is in commercial transportation management, a field where companies spend millions of dollars to make sure that they optimize their operations. The goal, Cleveland says, is always minimum ‘deadhead’ (empty) miles.
“Everything is optimizable based on rules and data,” he says. “In consumer congestion, there’s no organizing principle, there’s no set of rules, and therefore we have free-for-all in Americans metro centers.”
“We’re trying to use behavioral economics to drive a plan.” To do so, Cleveland co-founded Nashville startup Hytch.