Movin’On mobility survey led by Kantar – The imperative collaboration

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 : 


Even as they adopt responsible behaviours in terms of mobility, these young urban dwellers feel powerless to create deep change without the help of public and private actors. When it comes to infrastructures, innovation, urban planning and safety, young people expect them to mobilise, listen and give them the means to change things.


In the US, expectations are higher for the private sector, especially innovative companies and visionary personalities, who invest heavily and are therefore most likely to influence future mobility. Conversely, public authorities, especially at the federal level, have, in their view, little influence. However, local elected officials are a useful lever.

“Young people are excited about bike lanes etc, and they voted for the current Montreal mayor because she promised she would extend the metro and bus systems.”


“ Cities will have to offer alternatives to driving so that we can live in a less polluted world”


In Europe, and in particular in France, there are high expectations of public authorities, who must lead the way and guarantee general interest, ensuring that decisions are not taken to benefit private companies, in particular GAFAs. But this generation also believes that private players must commit. They acknowledge the know-how of leading companies in industrial and technological innovation, and they want them to step up.

“It is the public authorities because they have a role in the creation of infrastructures, bike paths... And then it's the employers by encouraging remote working, rewarding those who come to work in groups and developing, as in Northern Europe, the equipment available when you come by bike like showers and lockers"


On both sides of the Atlantic, young people expect employers to get involved and promote a different kind of mobility for their teams including subsidies, working from home and shared infrastructures.


If they expect a lot from different stakeholders, this generation also wants to be part of the change. They will use all their influence to make things happen as citizens, employees, customers and mobility users.

“I believe the younger generation understands the importance of public transit and biking, and walking. I think that we will see a trend toward sustainability because many people my age and younger are passionate about seeing and making a change, and about rewarding companies who are leaders in making changes.”