Mobility study with Kantar - An indispensable collaboration
Movin'On presents the results of its survey of young city-dwellers committed to the environment.
Even as they move more and more towards responsible mobility, young city-dwellers feel powerless to create any meaningful change without the help of public and private players. Infrastructure, innovation, urban planning, safety... they expect them to get moving, listen and give them the means to make change happen.
In the United States, expectations are geared more towards the private sector, particularly innovative companies and visionary personalities, who invest heavily and are therefore the most likely to influence future mobility. Conversely, public authorities, especially at the federal level, are seen as having little influence. Local elected representatives do, however, constitute a useful lever.
"Young people are enthusiastic about bike lanes, etc., and they voted for the current mayor of Montreal because she promised to expand the metro and bus networks."
"Cities will have to offer alternatives to the car so that we can live in a less polluted world".
In Europe, and particularly in France, expectations are first and foremost focused on public authorities, who must show the way, guarantee the general interest, and protect against private interests, particularly GAFA. But these young urbanites believe that private players must also be brought into play. They recognize corporate expertise in industrial and technological innovation and the need to have them on board.
"It's the public authorities, because they have a role to play in creating infrastructure, cycle paths... And then there are the employers, by encouraging telecommuting, rewarding those who come to work in groups and developing, as in Northern Europe, the facilities available when you come by bike: showers, lockers...".
What both sides of the Atlantic have in common is the expected involvement of employers: these committed young people expect the companies they work for to get involved as employers to encourage other forms of mobility (subsidies, development of telecommuting, shared infrastructures, lockers/showers, etc.).
While they expect a lot from all stakeholders, this young generation also wants to be part of the change, and will use all its influence to push things forward: as citizens, employees, customers or mobility users.
"I think the younger generation understands the importance of public transport, cycling and walking. I think we're going to see a trend towards sustainability because many people my age and younger are passionate about being part of the change, and rewarding the companies that are leading the way."
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