Movin’On mobility survey led by Kantar – The 15-minute city for daily life but still a world to discover
Movin'On, the world's leading ecosystem for sustainable mobility, presents the results of a survey conducted by leading market research partner Kantar among young, urban and environmentally committed students and working people (18-34 years old).
Here is one of the four major insights which emerged from this qualitative survey conducted in Europe and North America :
By questioning the necessity of each trip, COVID has opened a window to a new way of life. These young urbans want to find a village lifestyle in their neighbourhood and be able to organise their daily life within a 15-minute radius of their home. This is an opportunity to focus on healthy modes of transportation and take advantage of the opportunity to work from home. For some, this means leaving large urban centres for smaller, more affordable locations.
"I don't see myself living in a city forever, but if a city was designed with this quality of life, I would definitely consider staying in an urban situation a lot longer”
Beyond mobility, COVID is raising questions about their way of life. These young generations are looking for a better quality of life where the notions of pleasure and meaning are key. This means making wise choices without giving up a work-life balance.
This state of mind is exactly the same when it comes to long distance travel. They want to continue discovering the world and do not envisage giving up long-distance travel, even if today this is mainly by air. When fast trains or carpooling are possible, they prefer them. This sustainable mentality will lead them to travel less often, but for longer trips. And to combine remote working and discovery during these trips to make the most of their time and minimise their impact on the planet.
“I hope to be able to travel abroad as soon as the sanitary context is more favourable, even if today the option of the plane seems inevitable, unfortunately” “I think that more people will work from home, which will change travel patterns and perhaps encourage more local micro-mobility”
“For me, lockdown marks the total end of mobility. What I miss the most is to be able to travel freely.”
In North America, this generation is impatient to see more high-speed trains to replace air travel for short-haul destinations. But with no viable alternative at the moment, they are still willing to fly.
Across Europe and America, the Gen Z and Y interviewed called for a new kind of mobility, a “hybrid mobility” that smartly combines - rather than opposing - all modes and situations. They are ready to mix travel occasions (work or leisure) and transportation modes (collective and individual).
Rather than giving up all the things that brighten their lives, they try to adapt their way of traveling to their values.
Once again, these digital natives, looking for a balance between work and private life, want to adapt the way they travel to the life they want, accelerating the transformation of mobility.
“With more and more people getting used to the "work from home" lifestyle, I think the use of car will go down significantly” ... “I think that more people will work from home, which will change travel patterns and perhaps encourage more local micro-mobility”