72% rise in pedestrian deaths since 2009 drives call for smarter road design

A recent Smart Growth America study reports that pedestrian deaths in the United States have increased by 72% since 2009. The nonprofit attributes the sharp rise primarily to road design decisions that encourage high speeds. This data supports a growing argument that physical infrastructure, rather than just driver behavior, dictates safety on American streets.

The call for structural changes follows the resolution of a long-standing lawsuit involving Snapchat and the Maynard family. In 2015, a 19-year-old driver rear-ended Wentworth Maynard’s car on Tara Boulevard while traveling at approximately 107 mph. Court records indicate she was using the app’s speed filter, a feature that measured and shared a user's velocity. The accident caused permanent brain damage to Maynard, according to his attorney.

The legal battle dragged on for more than a decade before reaching a conclusion just before trial. Snapchat agreed to a confidential settlement, stating in a statement that the case was resolved amicably with no party admitting liability. The company had previously warned users not to drive while using the app and removed the speed filter in 2021 due to concerns about dangerous driving habits.

The 19-year-old driver entered a no contest plea to a criminal charge of serious injury by vehicle. The case illustrates how digital tools can interact with the physical reality of speeding. While the speed filter is now discontinued, the underlying culture of speed on the road remains persistent.

Experts point to marketing and media as key factors in normalizing high speeds. Car commercials frequently emphasize acceleration metrics, such as the time it takes to reach 60 mph from a standstill. Movie scenes and advertisements often glamorize holding a throttle wide open. These cultural signals treat vehicles as toys rather than utilities funded by collective taxes.

The book Nudge: Improving Decisions about Health, Wealth, and Happiness describes how small changes in messaging and environment can shift behavior. The authors argue that low-cost adjustments, such as the placement of items in a lunch line, can lead to better outcomes. Applied to roads, this theory suggests that narrowing lanes invites drivers to move more slowly without requiring strict enforcement.

Smart Growth America emphasizes that better road design does not always force behavior but guides drivers toward safer decisions. The organization contends that the current sprawling nature of American infrastructure, combined with individualistic driving habits, contributes to the high fatality rate. The study serves as a data point in the debate over how to reduce the 72% increase in pedestrian deaths since 2009.